News Sites Embrace Blog Technology

I believe this is significant in the area of online leadership — The New York Times online, MSNBC online, BBC News online and some other major news organizations have shifted over to blog technology rather than traditional html Web sites. Why? Because of immediacy.

Any number of editors can be updating The New York Times online, for example, at the same time. It gives the news organization a significant competitive advantage. Also, blogs support the popularity of RSS news readers which immediately deliver only the type of news updates we desire.

MSNBC was the first to switch to blog technology. In fact, it was the day Katrina hit New Orleans in 2005, and it turned out to be a brilliant decision in creating leadership for the cable news organization.

Some of the more traditional news outfits are slow to switch, like WashingtonPost.com, and that is clearly reflected in the site’s only fair popularity among news fans.

I predict that blog technology will quickly replace standard html as a competitive edge in the field of communications and public relations. It has already demonstrated its ability as a competitive differentiator among news sites.