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The evolution of online communities is an interesting thing to watch.

At the moment we are going through a phase of a converging of traditional marketing journalism meeting the marketing blogging community. There seems to be a rising trend of bloggers being the source of news in traditional media channels.

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Heidi Viral


Although this has happened in the past (Papworth and Uluru), I am thinking this will occur more regularly.




The antecedents to this convergence, mUmBRELLA.

Why did this occur?

1. Looking at the taxonomy of blogs (which I will be writing a post on very soon), Mumbrella stands out, it would be classified as a “News Blog”, whereas the majority of blogs on Marketing at the moment are very much “Popular Mechanics Blogs” looking at the workings of marketing and advertising rather than the reporting.

2. Tim Burrowes ex-editor of B&T has established networks within offline marketing journalism community, therefore it was easy to get offline media influencers to read his content.

3. Burrowes also respected the online community and made an efforts to make sure that he acknowleded who was online. Goodlinx and Summation of incidents online

This will appear in other communities; I would suggest that Crikey lead this for Political Blogging, I would be interested to hear if anyone know any other cases in Australian blogging (fashion, sports, music?) where there has been a convergence of traditional media and citizen journalism.

My upcoming post on taxonomy of blogs will look at the impact this has on Marketers/Publicists.

Edit: Asher Moses writes for SMH not The Australian.