A growing crowd of writers are using their narrowly focused blogs to establish themselves as thought leaders. They report news and publish it alongside analysis of newspaper stories, blog posts, and company releases. Taking a page from blog networks Gawker and Weblogs Inc., they're turning a rapid-fire, edited aggregation of news into a hot online media model.
A team of bloggers posts dozens of original and aggregated items each day about green consumer products. The online video shows and green guides it added last year helped double its audience to 1.6 million monthly visitors. Because of Treehugger's expertise, Domino magazine this spring turned to the startup to craft a 100-item Green List in 13 categories, including fabric and rugs.
Rather than commenting on politics, the techPresident blog serves as a new daily digest that tracks the Internet strategies of the Presidential candidates during the 2008 campaign. The opinions and stats of the TechPresident bloggers, whose number includes political consultants, marketers, and writers, are already appearing in traditional media coverage, shaping the discussion.
Since New Jersey is one of the main centers of the pharmaceutical industry, the New Jersey Journal earlier this year launched Pharmalot, a service that gathers together news and tips about the market, ranging from Food & Drug Administration probes to earnings outlooks. The company is taking a page from other aggregation services and trying to become a hub.
After starting GigaOM as a telecom reporter, Om Malik last year raised slightly less than $300,000 in seed money and quit his job. Now he has three new niche properties in addition to his main blog, which has 1 million monthly page views. GigaOM has published scoops including Time Warner's (TWX) recent deal to partner with Wi-Fi service company Fon, Six Apart's purchase of LiveJournal, and Yahoo!'s (YHOO) acquisition of Flickr.