MSN Filters: blogging as mass media

Ross is scathing about MSN’s new “Filters” project, a commercial group blog in the business niche that Weblogs Inc occupies.
Ross argues that by creating a blog zine with paid writers, MSN Filter is competing with its customers. That implies that blogging is a mass-medium with limited channels. During the height of the portal frenzy, there were stats suggesting that the Web was consolidating to three home pages. The “Long Tail” discussion and Google Adsense have put that to bed.
To the extent that part of blogging joins the mass media, more power to them. MSN and AOL already have portal home pages with pictures of celebrities and celebrity gossip. I don’t care, and I don’t have to care. Radio is a top-40 wasteland, but satellite and internet offer diversity. As long as I can find and read the blogs I care about, they are welcome to compete with Gossipster.
I suppose it’s competing with those customers who are doing blogging for money. If MSN had social smarts, they’d be looking for the popular bloggers on their service, and promoting them onto the portal for extra traffic, and compensating them. Given their terms of service, they could just take the content and not compensate the customers, which would be legal but reprehensible.

Leave a Reply

Your email address will not be published. Required fields are marked *