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Economics

Beyond Blogs

Three years ago our cover story showcased the phenomenon. A lot has changed since then

In the frantic news biz, where stories go stale overnight, one of our old articles is behaving very strangely. Year after year it continues to draw swarms of online readers, more than holding its own against up-to-date fare. Oddly, while technology races ahead, our story remains frozen in time. It describes a world in which YouTube (GOOG) has yet to emerge from the garage and Twittering, today's microblogging rage, is left to the birds.

The year was 2005, and the story was "Blogs Will Change Your Business." It marked our plunge into the world of bottom-up media, of news as a "conversation." Many people at the time—including a good number at this magazine and throughout the business world—considered blogs to be a publishing tool for trivia, banality, venom, and baseless attacks. This was all true, the article conceded.