Blog Bubble Bursts And Leaves A Big Mess

corporate blogs still suck

Mainstream media (MSM) is having a grand old time beating up on bloggers these days.  The catalyst is ”The Cult of the Amateur,” a book due out in June (great pre-launch book publicity here, by the way), that is giving MSM journalists a platform to condemn all bloggers as morons, idiots and worse, amateurs. Andrew Keen, the author of The Cult, argues that “citizen journalists” or amateur bloggers, depending on the prism you view the blogosphere through,  are filling up with the Internet with so much junk that it is burying all useful information or creative thought under a mountain of garbage that is negatively impacting the culture. Not the culture!   

Yes, in the good old days – a couple of years ago – we believed that this cheap and easy web publishing format would revolutionize and democratize the creation and dissemination of information. The bloom is off that rose.  

There are now more than 55 million blogs, or 175,000 new blogs created every day, or two new blogs every second, according to Technorati.  Although I don’t buy the ‘Kill them all and let God sort them out’ mentality of the latest blog piling there are reasons why the blogosphere has become particularly ugly and crowded these days. 

Pay for play blogs. Companies have sprung up that create a network of bloggers who will write about a product, service, or event for a free. Usually, there is a small disclaimer on the blog. This is sort of the NAPS of the blogosphere that is feeding a “earn $100 bucks at your computer today” economy that should be avoided and condemned by all PR people.

Splogs. Fifty-three percent of all pings are spam, and 64% of all pings from English language blogs are spam, according to a report by the eBiquity Group that analyzed 8.8 million pings on between Jan. 23 and Jan. 26. This figure is actually down from a year ago. See pings, spings, splogs, and the splogosphere, 2007 update .

Echo blogs. Do a Google blog search on “Britney rehab” and you’ll get the first several pages that have the same content and virtually the same headline. In the blogosphere you’re famous for eight seconds, not fifteen minutes, enough to climb up the Digg ladder and then drop like Britney’s hair hitting the shop floor.

Must have blogs. How many people wake in the morning and say ‘I must have a blog’ before they have a second cup of coffee. This is hard work. Do you really want more work? Have another cup of coffee.

We all know that there are too many cranky, stressed out publicists bombarding the media with wayward pitches every day. That makes responsible and professional media relations specialists valuable to journalists, and to clients. The same can be said of blogs and bloggers. There is a lot of space junk in the blogosphere, and it will get worse. It doesn’t mean that quality won’t shine through – it will. Maybe the Internet is not the digital commune we thought it should be in its infancy.  But it doesn’t have to be one vast virtual junkyard.

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  1. PR Guru says:

    mark, tell me how you really feel. this a great blog to get information on the latest happenings in the online PR world. however, i would like to request that you begin to bring your personality to the forefront and become more provocative. okay, you went after edelman. kudos. but, aside from that, you don’t really take a position on what you are posting about. as an avid reader of prblognews, i am making a request:

    will the real mark rose please stand up?

  2. Hello! I’ve only been screaming this for the last year!

    Kind regards,

    Amanda Chapel
    Managing Editor

  3. Mark Rose says:

    Hey, Debra. Thanks for stopping by. Request noted. I have been sitting in the back fo the class lately, taking notes. The real Mark Rose will stand up.

  4. Mark Rose says:


    You know what they say in New York: Louder, I’m not listening.


  5. PR Guru says:

    hey amanda,

    checked out your site. wow, you are one interesting individual. my colleague has expressed interest in meeting with you.

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