Dodo Bird silhouette(The INNOVATIONS IN NEWSPAPERS 2009 World Report is out and I have a piece in it called, “Can Top-Quality Local Bloggers Help Rescue Newspapers.” I republish it here for those who have not seen the report. It can be ordered here. This is the first of two parts.)

No one knows what the Dodo bird sounded like. But it might have sounded a lot like the bleating of today’s newspaper editors: “Never change, never change, never change!”

The Dodo bird was fatally fearless of its predators and could not evolve fast enough to survive in a changing environment. By the late 1600s, it was gone.

Wake-up call to newspapers: Don’t be dodos! It’s not too late to evolve. But time is running out. And here’s a tip: When it comes to information, people want great content.

They do not really care if the content has been created by the newspaper’s own reporters. Readers simply want the BEST content available.

Technorati Reliance on Blogs chart


They want access to lots of information, quickly, easily, in one place, and from a reliable source. And they are increasingly willing to trust and rely on reputable blogs for quality content. According to a recent Forrester study, blogs and newspaper websites now have the same audience share—about 17 percent— among Internet users between the ages of 18 and 24.

If newspapers continue to offer only their own content, and readers discover they can go elsewhere to find a better selection that better matches their needs and interests, newspaper sites will be the Dodo birds of the Internet.

On the other hand, if newspapers start aggregating and curating the best local blogs and websites covering a wide variety of subjects, they will provide their time-starved readers with the ultimate customer service: They will save readers time, give them valuable information from trusted sources pre-approved by their local newspaper, and make them both better informed and happy.

Meanwhile, the bloggers featured in the newspaper’s website and print products will gain exposure they never dreamed possible. Those bloggers will become an enthusiastic grassroots viral marketing campaign for the paper and its website. At no cost to the newspaper!

It is a win-win situation for everyone.

HOW NOT TO DO IT: The Des Moines Register allows anyone to blog, does not organize bloggers by category, and, no surprise, it looks like amateur hour.

HOW NOT TO DO IT: The Des Moines Register allows anyone to blog, does not organize bloggers by category, and, no surprise, it looks like amateur hour.

Remarkably, only a handful of the world’s newspapers have employed this strategy, preferring to remain “pure” journalistic operations. What a noble epitaph: “Here lies the daily newspaper. It was a pure journalistic operation that saw no reason to evolve.”

There are roughly 133 million blogs on the Internet, according to’s most recent “State of the Blogosphere” report. Millions are silly. Millions more are garbage.dreck or worse. Millions, however, represent some of the best thinking, writing, and reporting in their fields.

But a reader of most newspaper websites would never know that. Where bloggers exist at newspapers, they are almost exclusively staffers writing what used to be called columns posing as blogs to appear ”with it.”.

A few dailies have created lists of local bloggers or invited bloggers to write on the newspaper’s website. But the editors rarely vet the blogs for quality and almost always ghettoize those bloggers on a single page where blogs about sex, baking cookies, assault rifles, Jesus, kittens, baseball, and pot smoking are thrown together with no thought to organization other than chronology. Unless someone likes to read random blogs without regard to topic, these pages are useless.

Even if readers like that serendipitous approach, most newspapers also make it very difficult to find their bloggers. Newspapers tend to give their blogger ghettos non-intuitive URLs only tangentially connected with the newspaper. Consider these ridiculous reader blog site URLs:, and the least easily recalled URL:

And then those newspapers give each non-staff blogger an equally useless URL such as:;

And finally, there is the stunningly idiotic:
1a8416ab0dd09e30c2d84b6&plckPersonaPage=BlogViewPost&plckUserId=ea20d35191a8416ab0dd09e30c2d84b6&plckPostId=Blog%3aea20d35191a8416ab0dd09e30c2d84b6Post%3afcbb16fb-dcd1-4fc4-ad23 0aeb12e3a212&plckController=PersonaBlog&plckScript=personaScript&plck ElementId= personaDest
(To be fair, this is a URL provided by a service called BlogBurst that develops the “Pluck” blog platform for newspapers. But that is no excuse for such stupidity.)



  1. No i guess beacause every one doesnt have internet right dudes…may be later new tehnique may come

  2. Here are a couple things we’re doing at the Des Moines Register that you may have missed in doing your research for this post:

    On our business page, we have aggregated great business blogs by Iowans. (It’s in the right rail under the photos.

    We realized there are great business blogs by Iowans, so we made them a part of our blog network (they even put a badge on their blogs to show off that they are featured on our site).

    We’re obviously driving more traffic to their blogs, and we feel that readers will come back to our site if we help them find the best content.

    On our sports page, we noticed that local minor league sports teams don’t have their own blogs, so we helped them set up blogs using our platform. And we feature those blogs on our sports page.

    We’ve also got several readers blogging about their training for the upcoming Des Moines triathlon.

    Our young reader publication, Juice, has been hosting dozens of great reader blogs since before most newspapers even considered the idea of blogs.

  3. Pingback: WHO’S DOING IT RIGHT: NEWS ORGANIZATIONS CURATING HIGH-QUALITY BLOGS « John Wilpers: Newspapers and local bloggers, a powerful partnership

  4. Pingback: WHY CAN’T NEWSPAPERS FIGURE OUT HOW TO INCORPORATE QUALITY LOCAL BLOGGERS « John Wilpers: Newspapers and local bloggers, a powerful partnership

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s