What is the role of MSM blogs?

Adam Tinworth
Adam Tinworth
In many ways, I think Shane’s [following post](http://blogs.telegraph.co.uk/shane_richmond/blog/2008/07/23/suddenly_everybodys_buying_blogs) hits the nail more accurately on the head:
> This seems to be a change in direction for a blogosphere. Instead of bloggers trying to reach the elite on their own, they are now selling into bigger entities, bringing their audience and hoping to gain from being part of a larger whole.
This is a win-win equation much of the time. When we brought [Flightblogger](http://www.flightglobal.com/blogs/flightblogger/) into the Flight Global stable, we gained the traffic and skills of a great blogger, and he gained the resources and brand name of a long-established publisher to back him up. And more to the point, we gained a great example of just how powerful, how journalistic and how traffic-generating great MSM-backed blogging can be. 
I really hope that in the coming months we’ll finally see the blogging versus journalism meme die, and we’ll start to see the true fruits of the great symbiosis between a profession and a style of publishing that the meeting of the two entails.
Time to get some work done. 🙂
BloggingBlogsJournalismjournalist blogsmainstreammedia

Adam Tinworth Twitter

Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.