How To Blog With Integrity

Aug 10 2009


Why The Media’s As Guilty as The Bloggers, and Why You Shouldn’t Worry About Either

casey(Some of the people and organizations covered in this piece have contacted me with responses. I have complied and published them in a separate post.)

Back in 2005, when I started Cyclocosm, I actively avoided using the term “blog”. I used it in the <title> tag for anyone Googling for cycling blogs, but in written correspondence and in speech, I referred to it as a “cycling news website”.

Back then, the mainstream media was all about bashing bloggers. Over a decade after the advent of AOL, it had just dawned on the soon-to-be-endangered ranks of legitimate newsmen that the Internet allowed anyone with a simple technical skillset to publish material. Not only that, but it was instantly available to a near-infinite number of readers—and the technical bar for publication was getting lower by the day.

In response, these few jealous guardians of informational chastity did what they’ve always done: channeled their Victorian revulsion into a few well-placed editorials. As backward-facing and obviously wrong as these pieces were, I didn’t want to be typecast as just another web-based blabbermouth, even if I was (and to large extent, still am). So I highlighted the strengths of being an independent voice—and do to this very day.

Sometime between then and now, a very small number of mainstream blogs became highly-visible, and many of them—egged on by ranks of rabid PR mavens, struggling to justify their existence and unload promotional products—rushed to monetize that readership. But for some reason, it wasn’t until “mommy blogging” that people starting noticing this monetization had completely gutted the reliability of blog reviews; once again, blogs became suspect.

But the “problem” isn’t with blogs—it’s with advertisers. Less than two weeks after starting Cyclocosm, I tore into Bicycling for the very thing that is just becoming a “crisis” in the blogosphere: giving high marks to the people who pay you for ad space. Bicycling isn’t the only offender and is far from the worst (Pez), but with a few exceptions (film, literature), “bad reviews”—in blogs or traditional publications—simply don’t exist outside Consumer Reports.

For the most part, this conflict of interest between reviewer and review reader is necessary. Softball reviews bring traffic, which brings revenue, which lets publications create more interesting and worthwhile features. And that’s not a bad thing; despite the near-endless barrage of cheap shots taken against it, the intelligence of the average reader is quite good at counterbalancing this cartel between manufacturers and publishers. To wit:

the first 6 months of 2009 our referred revenue from…has decreased by 40%. During the same period our referred revenue has increased by 50%. Mind you, we always run the same ads simultaneously on these two sites… [Competitive Cyclist]

I reported a very long time ago that Cyclingews was dead. Future—who bought CN to run it into the ground—hoped to redirect traffic to Take a look at its landing page from this morning:

Oh—well, there’s always the Road-specific tab, right?

Now look at VeloNews‘ landing page:

The lesson here is that you can only debase yourself so far before the masses give up and go somewhere else. If things like Blog with Integrity and PR Blackout were truly necessary—and not a prop to restore the believability of certain blogs after some obviously suspect reviews—people would have flocked with ovine mindlessness to the new CN, and to BikeRadar. That’s pretty clearly not what happened.

There’s a market for people’s time and eyeballs just as surely as there’s a market for their income, and in both respects, consumers are looking for bargains. If a publication—blog, magazine, news show or [fill in the blank]—can’t come up with reliable, quality content, it will be buried by its competitors as surely as any other company out there.

(Some of the people and organizations covered in this piece have contacted me with responses. I have complied and published them in a separate post.)

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