Michael Nutley makes some interesting points about the viral power of blogs in this week’s NMA.

‘In the early days of blogging, it was all about an individual voice - using the Web to publish your journal. As the number of blogs has risen, their function has changed, becoming less about micro-publishing and more about being part of a network. As well as generating unique content, bloggers are increasingly directing their readers to stuff they find interesting elsewhere on the Web or in other media. Add to this the effect that name bloggers have in attracting information from other people, not necessarily bloggers themselves, and what emerges is an incredibly powerful filtering and reference tool.’

Taking music as an example, Nutley goes on to cite the power of the blog in introducing new audiences to unknown bands (taking Arctic Monkeys as a case in point), comparing this revolution with its peer-to-peer downloads predecessor.

Echoing the past, it appears that the traditional marketers in the music industry are not willing to engage with this powerful new influence. However, there can be little doubt that in a broadband world, bloggers will be wielding increasing influence which PR and marketing should not ignore.

This entry was posted on Friday, November 25th, 2005 at 9:12 am and is filed under Corporate communications, Marketing, Blogging, Media, Market Sentinel. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.