Bloglishing? Part 2

Blogging is the signature written form of our age, indeed is arguably the most widespread and popular form of published words that has ever existed. Bracketing the arguments about noise to signal ratios, self indulgence and wild proliferation blogging is now a fact of the written word as much as letters, novels, newspapers and emails.  In Part 1 I argued that blogging was a publishable activity and that by recognizing this publishers can become more responsive to a range of opportunities therein. Like what? Let’s firstly discount the technological layer. Whilst this is where the most value in blogs has and will continue to come from it is beyond the scope of even the most technologically ambitious publishers as a scalable or sellable platform.  Just as publishers are distinct from printers, so publishers are unlikely to have the resource or in-house skills to create the next Blogger. This is not to say that publishers will not, or do not, build up blogs from scratch...