Media Criticism Spring 2012

Part 1: Deconstructing Super Bowl Ads

The Rise of Blogging in the Newspaper World

Posted on | April 24, 2012 | No Comments

Blogging has been popular among amateur writers for years. Recently, professional journalists have explored with blogs and incorporated them into their newspapers’ online site. According to Schultz and Sheffer (2009), “online technologies could help media businesses improve efficiency and effectiveness and enhance communication with audiences” (p. 30). Since some companies have not made the move to the blogging world, they are falling behind compared to the other companies who have (Doctor, 2010, p. 135). However, The New York Times is ahead of the game since their company features blogs and other platforms placing them in the “Digital Dozen”.

David Pogue is a writer and blogger for The New York Times. He writes a Thursday column on technology in the print version of The New York Times and a popular blog on their website, “Pogue’s Posts” (Doctor, 2010, p. 23). According to Ken Doctor (2010), Pogue is more than just a writer, but he is a personality that keeps people reading his column and blog (p. 22). Pogue has also covered other forms of social media by regularly posting tweets on Twitter. He is widely known for his work with The New York Times and generates millions of page views for the company (Doctor, 2010, p. 25). If there are ads on the page, the views turn into money for The New York Times due to ad revenue. This has put The New York Times at the top of the newspaper world.

The Digital Dozen cover many platforms such as print, blogs, videos, and the usage of social media sites. They are able to reach readers all over the world due to their popularity as a printed newspaper and a successful online site. Pogue and other writers helped The New York Times achieve a position in the Digital Dozen. This is because they have taken advantage of the “multiplatform.” The New York Times is a multiplatform company because they give the news to consumers whenever they want it in a variety of different mediums, such as blogs and phone applications (Doctor, 2010, p. 24).  The variety brings readers to news websites and gives them the views they need to succeed on the Internet. According to Chyi and Chadha, newspapers are relying on the younger generation to take advantage of the different mediums to get the news.

The reason why blogging has gotten so popular for news sites is because readers like the laid-back style of blog posts. Blogs are also the fastest way to get the news, since they are less formal and go through a less strenuous editing process (Doctor, 2010, p. 137). They have also given readers an opportunity to comment on the posts they read and express their thoughts and concerns. In other words, this relationship between the writer and the reader is an example of Pro-Am journalism, which Ken Doctor (2010) labeled in his book as one of the new trends of news (p. 129). Pro-Am journalism brings the professional writer and the amateur writer together ensuring that the site will generate multiple views. The news site receive more views since commenters check up on their posts to read other people’s thoughts, as well as checking out the other blogs on the site (Hull, 2006, p. 63).

Before blogging became mainstream, it was the place for stories that newspapers did not think were important (Schultz & Sheffer, 2009, p. 30). Now, blogs feature major stories before print newspapers have time to publish it. Bloggers are reliant on popularity, the stories they find, and the quality of their writing in order to write for big time newspapers. However, writers such as David Pogue, added blogging to his list of outlets after he was already employed by The New York Times. Blogging is the medium of the future, and every newspaper will eventually have to move online to survive in the media world.


Doctor, K. (2010). Newsonomics: twelve new trends that will shape the news you get. New York: St. Martin’s Press.

Hull, D. (2006). Blogging Between the Lines. American Journalism Review28(6), 62-67.

Schultz, B., & Sheffer, M. (2009). Newspaper Managers Report Positive Attitudes about Blogs. Newspaper Research Journal, 30(2), 30-42.



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