Strategy: Get your Editors to Blog

When the much loved Business 2.0 staffer Om Malik decided to leave the magazine to focus solely on his popular tech blog GigaOm, Business 2.0 editor, Josh Quittner, started to consider a new model of publishing that embraces blogs and the creation of personal media into their culture. As part of this new directive, every journalist at Business 2.0 has been charged with creating a blog and the publications has soft launched a group contributed model where one blog pulls content from all journalist blogs, as well as 18 individual journalist blogs.

According to the editor, blogging has following benefits:
1) Allows smarter and more engaged reporters
2) Adding a requirement of 1-2 posts on business per day ensures continually updated content
3) Offers more ad revenue opportunities across multiple sites
4)Has CNN articles pointing directly to journalist blogs, offering reporters a personal stake and individual traffic
5) Preserves the church and state separation issue of editorial versus journalism
6) Releasing some editorial control offers faster turnaround and more cutting edge work

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Sometime ago, contentsutra had reported that Indian Express has started journalist blogs? At one time CHIP from Infomedia also used to have a tech blog... Any idea how these blogs are being used?
Are there any other magazines in India promoting blogs? Please write in…
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You can read Josh Quittner’s talk nicely summerised on Rohit Bhargava's blog here.