Blogging future: leverage the long tail opportunity



I’ve been spending an interesting afternoon at Apple Expo in Paris yesterday with my dear friend Christophe Ginisty. Beside being Apple’s PR, he’s also renowned for his blogging activity. He organized a debate about blogging future. Asking candid, or was it, questions about whether blogging is just a fading trend or a ramping up attitude.

I tried to make a point there that I wanted to share with you. Blogging is to press media what video sharing (YouTube, DailyMotion) is to TV, and Music sharing (MySpace) is to Records. Blogs success in my opinion lies in the ability for anyone to publish articles without a financial equation supporting it and with very low barriers to entry. Blogging is free and easy (no web design skills required), to be compared with the press where audience must be as large as possible for advertising revenue to enable it, and where printing or broadcasting requires technical and financial muscle. The same is true for video and music production and distribution compared to the new free or close to free e-capabilities.

Blogging, publishing music and video on the net doesn’t require a large audience either to be possible. It is enough to have a few hundred interested people and you can keep going. But adding up these very diverse communities of interest leads to a massive audience. This is the long tail opportunity that the net offers. To be compared to Business 2.0 magazine not publishing anymore, despite facebook community trying to rescue, by economic failure.

So to me, all these individual contributions to the blogosphere, videosphere, photosphere and musicsphere are here to stay, widen and provide a huge creativity and freedom expression area without a capitalistic equation attached.

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