Just getting around now to reading this provocative post saying that mainstream journalists "don't get to blog." Lower in the post, to be fair, Bob Cauthorn shows examples of how mainstreamers can get it right. Jeff Jarvis reponds, and says some nice words about this blog.
A few points: 1)We may succeed, we may fail. But many of us don't want to be shut out of the most fascinating trends in communications just because we have jobs in the industry.
2)The most important part of blogging for us is what we learn. And hopefully we can apply some of that--the interactivity, the magic of links--into our mainstream product. As an industry, we have to innovate. For this we need to experiment, try new things. Bob's right on one count. If publications look at blogging as a way to attract young Web surfers, they're probably on the wrong track. The key to blogging, I repeat, is to learn.
3)There's a concern that blogs hurt the mainstream brand or divert resources from important journalistic work. The question of the brand is up to our bosses. But I would argue that some of the most important journalistic work we can do is to figure out new ways to gather information, interact with the public and tell stories. And blogging is good for that.