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There is a crisis in trust and communication between the British public and the mainstream media, a new report has concluded. The gulf between public expectations of news provision and the actual nature of articles, which oscillate between esoteric or irresponsible, leaves readers feeling confused and excluded.

The report, entitled 'Public Trust In The News' was conducted by researchers from Manchester and Leeds Universities and was published by the Reuters Institute for the Study of Journalism. It investigated the dynamics of news production and consumption, to ascertain if there is a difference in what "the public expects from news media and what journalists mean by serving the public".  The paper highlights the underlying causes of an apparent widespread disenchantment with the media and the detrimental effects this is having on the standards of reporting and civil participation in democracy. Thankfully, the report offers several propositions for a new journalistic direction, which could refresh the reader-writer compact.

As online news becomes more and more prevalent, with an unimaginable amount of information available at users' fingertips and Internet now ranked as US consumers' top way to access their news, how can media organisations make sure that readers find their articles?  Part of the answer is search engine optimisation, which is becoming an essential part of the daily life of a newsroom. For the printed product, newspapers must try to sell the paper as a whole; online, articles can attract traffic individually as readers come across them while searching for specific topics. It is therefore important that each story, rather than simply the site as a whole, is 'optimised' to appear higher in search results. Aside from highly technical aspects like HTML meta tagging, URL structure or site navigation, what can a newspaper do to optimise its content for search engines?

How to introduce SEO to the newsroom

One major potential stumbling block is that journalists might view SEO as a way to manipulate their stories and take away their true value. So the way it is presented to staff is extremely important. And indeed, it is crucial that newspapers do not get carried away with prioritising SEO above all else. Even Google advises creating content "primarily for your users, not search engines:" it is important to make your site easily accessible to search engines but still remain focused on your visitors' needs.

Clearly, it is important for all reporters to be aware of the ways that they can make each individual article more search-friendly. After all, journalists have always wanted their stories to be as widely read as possible, in print as well as online, and are likely to be willing to help make that happen. And often, the principles of SEO echo the principles of writing a good story: such as the idea that the first sentence should be a summary of the rest of the article, containing relevant concepts or keywords. One difference is that less generic, more specific works for SEO in terms of names or concepts. Google recommends shorter rather than longer titles.

Esa Peltonen, who has been working as a web analyst at the largest Finnish daily Helsingin Sanomat for three years, said that he has worked extensively with editorial staff, for example on how to use Google, to get an idea of how users will be searching and what kind of search words people are using. Head of audience development at the Telegraph, Julian Sambles, said in March that the paper was trying to give journalists "the knowledge and understanding that they need so they can apply it to their daily production process and make informed decisions about content when they're writing or publishing it." Thinking about SEO should be second nature, he added.

Papers must also consider their goals in optimising content for search engines. As Drew Broomhall, head of search at the Times explained, if you rank success by sheer volume of traffic, then you should "write the same as everyone else but more of it and more frequently updated." However, if you are looking to increase engagement on a specific subject you need more detailed keyword analysis and niche research.

One straightforward course is the need to stay ahead of the trends: predict what people are going to be talking about in upcoming months and provide appropriate content. "Fix SEO requirements into the editorial calendar," Broomhall suggests. Obviously much news is unpredictable, but there are some events that are year-in-year-out, or which are easy to prepare for in advance, such as an election or a festival. It is necessary to consider both specific, distinct events, such as religious holidays, and longer, less defined periods such as winter travel. Articles that contain links and that have been linked to by others appear higher in search results. Therefore, with annual events, it is beneficial to link to last year's coverage and make use of old content that already has inbound links to help promote the new content.

Hiring a SEO specialist?

As well as training all reporters to be aware of the principles of search engine optimisation, many newspapers have taken the step of hiring an in-house specialist. Ideally such a person would have deep technical knowledge combined with considerable journalistic experience, but such candidates might be hard to find. Peltonen comes from a business background, Broomhall from journalism and technology.

There are also many third party services available to news outlets, supplementary to the guidance of an in-house expert, such as Thomson Reuters' OpenCalais which recently announced deals made with the Huffington Post, DailyMe and the Mail Online. OpenCalais offers an 'Archive Express' feature which can tag an archive of up to 20 million documents in 24 hours. The service 'reads' and breaks down articles into their essential elements - who, what, when, where, how - and tags and sorts them so that it is easier to bring archived articles into 'related stories' sections and improve their search relevance.

Analysing traffic

A SEO specialist would be responsible for analysing traffic to a news outlet's site, looking at how readers find content, readership patterns and what methods of optimisation work best. Peltonen explained how he started off looking at basic data such as what are the top news stories, how many people are going where on the site, and started to work out how to increase traffic. His paper partnered with Microsoft to further analyse traffic data. Such traffic data analysis can be used to spot and develop potential niche verticals to focus on, for example, by looking at repeat visitor figures.  

Google keywords

Purchasing Google keywords to guarantee that news articles appear higher on search results is one of the more costly ways for news outlets to promote their content. Peltonen said that his paper frequently buys specific words, for instance for sports events, but stressed that it would be cheaper to improve the paper's SEO. Buying keywords could also raise ethical issues, depending on the words and their context. The Sun, for example, reportedly purchased the key words 'Natasha Richardson' immediately after the British actress's sudden death in March, in what appears to be a blatant attempt to profit from the tragedy. The Guardian came under considerable criticism last August when, apparently accidentally, it purchased the Google keywords "Madeleine McCann," giving any searchers the link to its coverage of the child's disappearance. The Guardian promptly relinquished the rights, and said it would review its list of keywords. Purchasing Google keywords in order to promote a product is common practice, but is it ethical for newspapers?

Evidently, SEO strategies are necessary in today's media landscape, not only to make more money but also to spread awareness of stories and help readers find what they are looking for and therefore should be embraced by journalists and editors as well as publishers. Search engine 'friendliness' should not be prioritised over good, accurate stories but it should be used to promote such content. Journalistic training is vital in order to optimise each individual article, and larger strategic steps should be taken by editors in conjunction with SEO specialists.

On Tuesday 23 June at 14.00 London time, Drew Broomhall, Head of Search at the Times of London will be speaking at a WEF webinar on "How to teach your journalists to write for the web." More details here.

Pess freedom in Italy has come under international scrutiny in recent weeks as a down-grading of the press's freedom status by US non-profit Freedom House has coincided with an increase in prime minister Silvio Berlusconi's aggression towards media outlets which oppose him. Leading left-leaning daily La Repubblica has even attempted to take on the premier directly, publishing a list of questions concerning his relationship with a young girl, to which it believes he owes answers. A Dutch politician has threatened to take action in the European parliament against the Italian leader because of journalistic constraints. Should a newspaper be demanding such information which concerns a politician's private life? Is the press freedom situation as bad as it seems?

The La Repubblica crusade

On May 14 La Repubblica journalist Giuseppe D'Avanzo published ten questions directed at the prime minister concerning his involvement with 18-year-old Noemi Letizia. Berlusconi's relationship with the girl gained mass media attention when, four days after the prime minister dropped in on the girl's 18th birthday party in Naples, his wife issued a press release accusing him of "consorting with minors" and pressing for a divorce. Berlusconi promptly went on a late-night political chat show to defend himself, but the holes in his story which have gradually emerged have attracted even more attention than the original incident. D'Avanzo's questions address these holes and ask the premier to come clean about the nature of his encounters with the girl. Berlusconi has not yet answered the questions and has given no indication that he intends to. The paper has put a timer on its website to indicate the days, hours, minutes and seconds since the questions were issued, and even offers them in English.

Berlusconi himself has tried to present the left-leaning paper's campaign as a left-wing plot to undermine his authority, accusing the paper of lying and adding in an interview on TV-channel Sky that he believes many readers will abandon the paper because of this. His office issued a statement saying referring to the "campaign of denigration" and saying that the paper is driven by "jealousy and hatred."  The prime minister has fought back as the story developed, with his lawyers applying for the seizure of photos taken at his Sardinian villa (where Letizia reportedly attended parties with other young women) before they could be published, and a journalist from Berlusconi's brother's Milan-based daily Il Giornale posing as a member of the foreign press to get an interview with Ms Letizia's former boyfriend in an attempt to discredit him.
 
 
The international reaction 
La Repubblica has defended its actions, with editor Ezio Mauro saying that "There are contradictions here and when the powers that be don't explain something, journalism has a job to do." And foreign journalists seem to agree. The paper also featured an interview with Bill Emmott, former editor of the Economist, who said that "for a newspaper, asking a political leader questions is not only legitimate, but part of its mission to inform the people." According to the International Herald Tribune, "for the first time in recent memory, the Italian press is shining a bright light into the dark recesses of a politician's personal life." The Times wrote that the premier's campaign against La Repubblica "looks ominously like an attempt to cow dissent rather than protect a private reputation" and that "his newspaper critics are performing a public service for a badly governed populace." A Financial Times editorial criticised the way that Berlusconi turned on La Repubblica following the questions, and stressed that part of the "danger of Berlusconi... is that of the media sapping the serious content of politics, and replacing it with entertainment."

Berlusconi has reacted with anger and scepticism to such foreign criticism. He seems to refuse to believe that papers might be acting of their own accord, announcing that "the international press's campaign is being orchestrated by an Italian group" and referring to it as a left-wing "plot." He insists that the foreign press is misrepresenting the Italian situation, and a rift in his relationship with Rupert Murdoch seems to be further deteriorating following the Times' article and others. He has accused the Times of writing critical editorials about him because his government is in dispute with News Corp. Il Giornale, owned by the prime minister's brother Paolo, ran a story discussing the FT editorial entitled "The left has also enlisted the Financial Times."

One of a newspaper's main goals should be to act as a watchdog over the government, but it is unusual for a paper to take on a country's leader so directly, particularly over a matter which is largely private. In the UK, the Daily Telegraph's recent campaign over MPs' expenses was firmly in the public interest, as it dealt with public money being used by members of parliament for personal gain. Berlusconi has been derisive of the media discussing what he says is his private life. Should a paper be putting so much focus on an issue that is arguably unrelated to the prime minister's ability to govern the country? Is this indicative of media trivialisation?

The Times editorial does not see the questions as intrusive, as they relate to Berlusconi's "public roles as politician and media magnate". The Independent's Peter Popham said that the media "cannot be accused of muck-raking on the issue because it was Mr Berlusconi himself who drew attention to the relationship" by attending the 18-year-old's party and not only posing for photographs but publicly giving the girl a 6000euro gold necklace. And the fact that a politician might have lied to the public is probably enough of an incentive to investigate.
 
Press freedom in Italy
 
Italy has a fairly unique media situation, which makes confrontation between a newspaper and the prime minister even more pertinent. The country's press freedom status is clearly in question. A Dutch politician who is leader of the Green Left party in the European Parliament, Judith Sargentini, has said that her party is considering taking legal action against Berlusconi because of the press freedom constraints in his country. Amongst her complaints is the fact that the premier blocks critical questions at press conferences. If a majority of the European Parliament were to agree to the initiation of legal proceedings, then the matter would come before the European Court of Justice.

US-based nonprofit Freedom House recently downgraded Italy's press freedom status from 'free' to 'partly free' for 2008. In conversation with Karin Karlekar, editor of the report, she explained that the main reasons given for this were the unusually high level of media concentration, particularly in broadcasting, threats from organised crime and others, and attacks on journalists, mainly from far right groups. During Berlusconi's former term as prime minister, the country was also given partly free ratings, and Karlekar added that the media concentration was "one of the highest levels anywhere in the world."

Daria Gorodisky, a veteran Corriere della Sera journalist who is also a union representative for the paper, told the Editors Weblog that she believes there is a "truly enormous press freedom problem in Italy" which will be "extremely difficult to resolve." She does not place blame for this directly on the government but on the fact that there are no "pure" newspaper owners, rather, those who publish newspapers also run other businesses and therefore have aims and interests aside from their papers. She also believes that the quality of Italy's journalism schools have deteriorated as more and more have sprung up. She did, however, point out that this is not the first time that Berlusconi has threatened the press.

Internet penetration is low in Italy in comparison to that of its Western European neighbours: about 48%, compared to 72% in the UK or 66% in France, for example. This low figure would suggest that many people are more likely to get their news from television and one or two newspapers, rather than the range of sources that online readers might visit. Despite this, however, Karlekar noted the country's "very vibrant and influential" blogosphere, particularly politically-orientated blogs.

Gorodisky commented that although some journalists were "very worried" by the situation, she did not think that there was enough widespread concern about Italy's press freedom status. Karlekar said that her organisation's report had sparked considerable debate and she had received both praise and hate mail from Italians. Niccolo Ghedini, lawyer to Berlusconi, dismissed the report on a TV show called Anno Zero, saying it was a private organisation and took its information from only two sources, La Repubblica and Corriere della Sera. Karlekar responded that she was "not sure where he got that" and was clear that "the range of sources is large and our authors would never just rely on one or two." She added that it was "interesting that the government felt compelled to respond in some way."
 
Karlekar did say that Berlusconi did not seem to be "exerting the same amount of influence over the broadcast media" as he did during his previous term as prime minister; there seems to be less "overt political manipulation." She was also clear that she did not think that the high media concentration had "stifled" the whole media, and drew attention to the diversity in terms of political opinion in the print sector.

Arguably there are far more important questions that the Italian press could be asking its country's leader, rather than focusing on the somewhat sordid details of his involvement with a teenage girl. But as a vital part of the press's role in a democracy is to play watchdog on the government, the fact that a paper is challenging the prime minister to clear up inconsistencies is something that must be welcomed. And even though the original issue may not be crucial in itself, the other questions it has brought up concerning use of government planes for private use, for example, are very pertinent. Given how much of the media the prime minister does control, and the fact that even the journalists who do not currently work for Berlusconi know that they may well some day, the press freedom situation could undoubtedly be worse than it is, and it is important that journalists keep fighting.

An article in Le Monde has examined the role of so-called 'information convicts', the new breed of journalists who are "lined up in front of their computers like chickens in a battery farm". These journalists are described as a new race, 'geeks' aged about 30 and passionate about computers, who have followed the conventional route to having a full-time contract, beginning with an internship.

One such journalist, Sylvain Lapoix, describes the role as having no rights, on a social level. He envisions creating an association to defend the rights of his colleagues. Another such journalist, who previously worked at Nouvelobs.com, describes how speed was key, and how she often found herself re-working press releases without any attempt to check or verify the information she was publishing.

The Internet has affected newspapers in many ways, and though recent focus has concentrated largely on falling revenue due to reduction in print advertising, it has also given papers the chance to greatly expand their story-telling capabilities. As well as just words and pictures, there are now numerous different ways to enhance a story: through video, audio, slideshows, interactive maps and graphics, and more. But are newspapers making full use of the opportunities that the Internet offers to change the way that they produce their stories?

Upendra Shardanand, CEO and founder of Daylife, wrote in Paid Content about his belief that journalistic storytelling is "stuck in a rut." He describes how publishers he meets are eager to revamping many parts of their business such as distribution, and how do generate revenue, but "one aspect of their businesses that very few seem to question is the actual craft of writing and telling stories." The Internet offers so many opportunities that he feels journalists do not take advantage of, rather they leave it to sites such as Outside.In and Everyblock who "treat content like data and tear it apart just to reassemble it into infinitely browsable, non-linear experiences." He compares this process to the way that Amazon has "revolutionized" shopping.

An experienced radio journalist, having worked at Radio France Internationale for 20 years, Anne-Laure Marie decided to launch what she describes as "participatory online investigations" (or enquêtes participatives in French) using citizen contributions to look into technological issues in Africa. RFI, whose target audience is Francophone Africa, is widely respected as an independent source of news, and as well as the radio station, offers an extensive website. Marie has carried out three investigations so far, combining her professional journalistic experience with information from people in Africa who have the capability to offer first hand accounts of the situation. The Editors Weblog spoke to her to find out more about her investigations and how she is making professional-amateur journalism work.

How it started

Marie was given the task of working on interactivity of the website, but as most of RFI's audience is based in Africa, she was not sure how effective this would be due to people's difficulties in getting online. This concern itself gradually developed into the topic for her first project: why is the Internet so expensive in Africa? Using the l'Atelier des Médias community, which she described as a space in which people can "not only relate to journalists, but relate to each other," Marie sought contributions from people with first hand experience of this topic, asking questions such as how much people paid for an hour in an Internet café. She also contacted experts and found official figures.  L'Atelier des Médias has an hour and a half long radio show as well as its website, and its host Philippe Couve asks the community what questions they would like to ask guests on the show, and what subjects they would like to hear discussed. Collaboration between the two projects is working well, giving Marie a good base to work from and increasing the size of Couve's original community.

The benefits of participatory journalism

So far, Marie has carried out two further Africa-based projects, on the role of the mobile phone and on computers in classrooms. She is in the process of launching a fourth investigation, the subject of which she is letting her community choose. The advantages of seeking information from a community 'in the field' are numerous. For a start, it allows a journalist such as Marie to obtain contributions from many different countries, such as Benin, Cameroon, Senegal, Madagascar and the Congo: it would have been financially and practically impossible for one reporter to visit all of them in a short space of time. Looking at a range of countries allowed her to draw more general conclusions about the problems, and identify the causes more accurately. And as she said, her point of view would have always been that of a foreigner; "The people who live in the place always have another way of seeing the problem."

Marie explained that one of the most rewarding aspects of the investigations was coming across the unexpected: being prompted to pursue angles she had never considered. For example, one of the contributors to the first investigation accused her of being naïve for not realising that the problem was a north-south divide. Marie was not convinced by his argument, believing it to be too simple, but in following it up she realised that in fact it was largely true. "That is what's most interesting about carrying out this kind of journalism rather than working alone: it makes you think about different questions you wouldn't come across otherwise," she explained. She said that the way she works means that she has to trawl through a lot of material to find what is actually useful, and that it would probably be more efficient to ask people to contribute to specific points, but that then "all the surprise and the unexpected would be lost."

Participants

To participate, people must be a member of the community, and Marie stressed that it is very simple to sign up and takes less than five minutes. They must provide their name, location, job and phone number, so that can be contacted. They can then take part in any debate they want, or even start their own discussion. For the third investigation into the presence of computers in African classrooms, Marie received 244 responses from about 150 people. "There is a regular group who contribute frequently," Marie pointed out, and added that participants to the last investigation had said that they had located others in the community who worked in the same field.

Marie explained that in terms of participation, the projects have been working very well. She asks for documents and details as well as pure reports from her participants, and described how many people send very long contributions: because their time online is often limited, when they get connected they write as much as they can. One issue, however, is that because of people's limited contact with the Internet and even with phones, it is sometimes hard to reach people a second time to follow up on a contribution. From a journalistic point of view, Marie commented on how stimulating communication with the people is, and how much closer she feels to the people she is writing for and about than in previous projects. "It really creates trust between journalists and the people," she added, "and we create stronger bonds of citizenship."

Fact-checking

One of the major issues that arises with participatory or citizen journalism is how to verify that the information provided by the public is true, and this seems particularly pertinent when the participants are on a different continent. Checking every citizen's contribution would be a fairly daunting and possibly fruitless endeavour, and Marie relies instead on comparing information with that from specialists or officials, and with that of other participants. She asks a series of questions until she gets enough corroboration to ascertain that something is true. It is a tactic that works for this kind of in-depth investigative journalism carried out over a longer period (usually two months in this case) but not one which Marie thinks works well for breaking news, as there is just not time to present a full picture using citizen material. She also stressed that the value that citizens provide is their ability to witness, rather than their opinion on what is going on.

Moving into multimedia

Marie records some of the conversations she has with participants so that she can add some audio to the investigations. For the second investigation, on different uses of mobile phones, she started to make maps that showed the location of the participants, so that readers could click on a country, see who participated and listen to sections of interviews. "People liked it a lot," she commented, and added that she is very keen to make a "truly multimedia story with sound, pictures and video." The problems are that it is extremely time consuming, and she has learnt that it is difficult for people in African countries to get good quality pictures.



Funding

Carrying out these projects is extremely time-consuming, Marie explained, adding that she often produces about six articles over a two month period. For now, RFI are willingly funding her to start more investigations, but she does not know how long this will continue, and although she would like to see this sort of journalism grow, she is not sure whether it would be possible could find another media organisation who would be willing to pay journalists to do a similar thing in this economic climate. Investigative reporting is suffering at many traditional news outlets. Another option she mentioned would be to seek funding from NGOs or international organisations and investigate topics about which they wanted to know more.

Value of investigations, goals moving forward

The investigations are filling an important role in identifying and exploring some of the African continents technological obstacles: as Marie commented, she has "information you couldn't get another way." And some of the discoveries she has made have the potential to make a significant impact, if enough attention can be drawn to the subject. The investigations have revealed, for example, the extremely high costs that foreign telecoms providers such as France Telecom charge for Internet access in African countries, and the fact that there were new computers locked away unused in some African classrooms. The press response to the investigations has been positive, with a extract of the third report recently published in French paper Vendredi in its 'best of the Internet' section. NGOs have also been enthusiastic, Marie said, agreeing that the investigations were accurately portraying the situation in the field.

Marie's goal is to find a way to communicate with people who are not connected to the Internet, as evidently, it is a minority who have web access on a regular basis, as well as making the form of the reports more interesting with an increased multimedia focus. It is by no means 'popular' journalism; Marie herself admitted that many people outside the continent "just don't care" about Africa, but it is bringing attention to issues that matter and giving a voice to people who would be unlikely to have had such an opportunity otherwise.

Ana Bernal Triviño recently completed her doctorate at the University of Malaga, Spain. Her choice of thesis, entitled "Design preferences of the young regarding journalistic information on the internet" has already attracted some interest from media commentators and professionals alike.

Bernal's research throws some light on the relationship between the young and their preferred choice of medium - the web - in particular, addressing issues such as the relevance of design, content and layout in attracting younger readers to websites.

At South by Southwest 2009, the talk entitled 'User Generated Content: State of the Union', was chaired by Chris Tolles of Topix.com, who said that the concept of UGC is "integral" to the Internet. He compared the top 10 sites now with those from 10 years ago, and noted the shift towards user content frameworks such as YouTube and Facebook. With regard to online news publications, the option for users to comment at the end of articles is common practice - although not without its problems.

Todd Morrey of Moss RackSpace's cloud project pointed out that whilst UGC may be all over the Internet, the existence of "mob mentality" results in a reliance "on humans to stay in front of the site and monitor it". This reliance in some ways detracts from the entire focus of UGC, although doesn't detract from its evident popularity. In reference to Obama's much discussed use of social media in his election campaign and inauguration, and the ongoing saga of how to make money from free and user generated online content; Tolles stated "if you can get elected on this stuff, you can certainly make some money from it".

Though most of India's daily newspapers do have an online presence, Indian online publications have not evolved the same purpose and format as U.S. and European news sites. In an afaqs.com article reporter Kapil Ohri examines the reasons for Indian newspapers' failure to create profitable online ventures.

"Online editions are considered merely as an extension of the newspaper and are not treated as a separate source of revenue," says K. Srinvas, senior manager of Internet operations of Eeandu. While some online editions have tried innovative approaches to news, most Indian print dailies have not effectively harnessed the web to optimally reach and engage their readers.

On Sunday, Patriot-News reporter Daniel Victor posted on PennLive.com about his prospective blog, a "community-directed reporting experiment" that Victor believes will lead to a very different way of reporting. He proposes that readers submit their ideas for community and neighborhood news stories that they feel deserve the newspaper's attention via comments on his blog. Victor will then create a poll of the best ideas and allow readers to vote on his next story for both the blog and the printed paper.

To mark the relaunch of the Editors Weblog, the World Editors Forum is running a special series entitled "Doing More with Less." The series highlights major trends that editors-in-chief are using to steer their newsrooms through the difficult economic climate. The fourth of the series takes a look at the hugely successful online-only news site, the Huffington Post.

The Huffington Post was a runaway success in 2008; with 8 million readers during the US election campaign, it is now the most 'linked-to' blog on the Web and is valued at up to $200million. It only employs around 50 staff, just a handful of which are editorial. To do so much with so little, is an impressive feat indeed. The Editors Weblog spoke to HuffPost's Founding Editor Roy Sekoff, and National Editor Nico Pitney, to examine the crucial elements that contribute to its success and look at how it plans to maintain that success post-elections.

HUFFING AND PUFFING TOWARDS SUCCESS

Content
To explain HuffPost's huge popularity, Sekoff pointed to the mix of different content you can get on the site. "It's a very vital and dynamic blend of breaking news, aggregated news and real-time commentary," meaning that you can find out the information you want and immediately see what people have been saying about it. It offers a bit of everything, both "esoteric and pedestrian," And a crucial factor is the mix of people who write on the site, from Hillary Clinton to Larry David to Arianna Huffington herself. Sekoff explained that it is "not just a certain kind of writer. You could get an actor, an architect and a politician all weighing in on the same issue."

Speed
The speed at which news can be reported in an online model is invaluable for HuffPost's success and for the news industry today. "The Internet has enabled us to get what we want, when and how we want it," Sekoff declared, "and it turns out they want it fast." He described the moment when the benefits of online really hit home in HuffPost's early days. It was the day of the July 2005 London bombings and HuffPost had been covering the story from the early hours of the morning, with bloggers sending in information and pictures from London. Then the morning New York Times appeared, with London on the front page but topped with the wrong headline: about the city hosting the 2012 Olympics. "It literally was yesterday's news," Sekoff stressed. Pitney was enthusiastic about how HuffPost can provide "instantaneous coverage about what's happening," and can immediately try to get comments from people involved in the story.

Interconnectedness
The HuffPost team have also made a considerable effort to make the whole site as appealing and user-friendly as possible, as while it was originally envisaged that readers would purposefully come to the home page and then move around the site, now many people end up landing on other pages through links from searches or social media sites. Sekoff explained that they had been "working to make each landing page full of as much content as possible," with images, related stories, or recommendations for further reading, "to make much content intuitively available for people who are interested in certain topics." There is extensive "interconnectedness" between elements of the site, which both reduces the chances of readers missing things in the vast array of stories available, and makes the site more 'sticky,' increasing traffic.

Links
Sekoff was confident that the HuffPost was a financially sustainable endeavour. Its revenue largely comes from advertising, and this is based on its high traffic as a result of being the most linked-to blog on the Web. "It has become a link-based economy. You are not being paid in dollars any more for your piece, but rather you are being paid in traffic." So from a financial standpoint, the main focus is simply to get good content onto the site, which will encourage people to link to it, increase traffic and then generate more advertising revenue. The HuffPost does syndicate some of its content but Sekoff stressed that this was not an element of the site's business model.

"It has become a link-based economy. You are not being paid in dollars any more for your piece, but rather you are being paid in traffic."

Free contributions
HuffPost has invited over 2000 people to be part of its group blog. These successful, influential leaders in their fields are not paid but many still regularly offer their insight and comments to the virtual pages of HuffPost. So in terms of getting good readable content onto the site, this is a very cost effective way to do it. Sekoff explained why he thinks so many people are willing to write for the site: "we offer our bloggers a tremendous platform." The most obvious reason is simply the volume of readership HuffPost can offer: "on the HuffPost, stuff gets read." Very few people receive more than a few thousand readers on their individual blogs, while on HuffPost they can get millions. The "engaged readership" is a related factor, Sekoff believes. "People are always struck by how immediate the response is and how reasoned and interesting the comment section can be."

Another simple but important reason people like to blog for the HuffPost is the lack of commitment and deadlines. "People are free to write what they want when they want," Sekoff clarified, "so it's great for people who have something to say but don't have time to maintain their own blog." As most of the people who blog for HuffPost do other things - and in fact it is these other things that they do that make them so interesting - they appreciate the freedom to be able to speak out when they want to but have no obligation. "Nobody is carrying the weight themselves," he added, one of the advantages of having so many contributors.

Citizen reporters
HuffPost has also been embracing the free resource of citizen journalism and is confident of its potential. During the campaign the Off the Bus initiative, in conjunction with pro-am journalism venture New Assignment, used readers as reporters and was very successful. It was actually used to break stories, such as the 'Bitter Gate' scandal, and Sekoff described how readers continue to be excited about contributing to the site. In a project called 'Blogging the Meltdown,' people recount how the economic breakdown is affecting their communities, "putting flesh and blood on the statistics." He believes that tapping into the "storehouse of information and knowledge" provided by readers could be the future of much journalism.


PERFECTING POST-ELECTION PLANS

After its tremendous success during the election campaign, HuffPost is making plans for the future. Sekoff said that main areas of focus now are the presidential transition and the world economic downturn, and Pitney explained that much of the original reporting the Washington team are doing now is centred around the bailout plan. However, the site has already diversified from its original political focus and plans to continue doing so. A $25 million funding injection from Oak Investment Partners was announced in December last year and HuffPost has been looking at how to spend it.

One major area of expansion is localizing - HuffPost Chicago began in August 2008 and is described by site founder Arianna Huffington, as "part local news source, part resource guide, part virtual soap box." It includes a roundup of local services. San Francisco is coming next. A world section, in partnership with new international news service GlobalPost was recently launched. HuffPost has plans to create an investigative journalism fund, which will fund both daily breaking scoops and longer pieces, according to Sekoff, in an effort to make sure that this vital aspect of reporting is not lost due to a financial downturn. HuffPost will hire editors, but most of the writing will be done by freelancers, Pitney explained. He added that they will try to take advantage of the skills of some of the "great journalists" who are having trouble finding work due to the current financial situation in the newspaper world.
 
Although aggregation still very much forms the basis of the news reported on the site, HuffPost's original reporting team is expanding, according to Pitney, who added that a full time congressional reporter had just been hired. There are no photographers or videographers, but all reporters have been issued with a Kite phone, allowing them to take short videos at events which "almost instantly upload to an 'embed-able' video player online."

TRUMPING TRADITIONAL MEDIA?

Arianna Huffington insisted in an interview with Iwantmedia that HuffPost is not contributing to the demise of US daily newspapers in any way. Sekoff agreed, and Pitney stressed that newspaper journalists "are vital to what we do, and hopefully we are helping their work in the sense that we send them lots of readers, and we try to highlight their best work." Sekoff mentioned that he foresees a "hybrid future" for media operations, in which people will still get their information in a variety of ways.

"Newspaper journalists are vital to what we do, and hopefully we are helping their work in the sense that we send them lots of readers, and we try to highlight their best work." 

HuffPost is just one way in that variety. It has come up with a ground-breaking formula that involves minimum expenditure but provides maximum coverage: up to date, comprehensive aggregation combined with insight from famous names and readers, all of which is obtained for free. And although reader numbers have fallen from their peak during the US election campaign, what HuffPost offers is still original and effective enough to make its continued success very likely. Its expansion into local sites could be particularly popular considering the well-documented troubles of US metropolitan newspapers, and as investigative journalism is cut at newspapers, this could be area in which HuffPost excels. One potential threat comes from the fact that more and more newspaper websites are offering aggregation services themselves, But being first off the mark, HuffPost has a significant headstart.

To mark the relaunch of the Editors Weblog, the World Editors Forum is running a special series entitled "Doing More with Less." The series highlights major trends that editors-in-chief are using to steer their newsrooms through the difficult economic climate. The third of the series takes a look at the new online-only international news service launching today, GlobalPost.

Amidst reductions in international reporting at newspapers across the US and Europe, GlobalPost, an American online-only international news service whose number of overseas correspondents is second only to the AP, launches today. The Editors Weblog spoke to President, CEO and co-founder of GlobalPost Philip Balboni and Senior Editor and Regional Editor for Africa Andrew Meldrum about the project, and asked the AP's John Daniszewski for his thoughts on a new news organisation that could potentially rival the Associated Press.

 
Filling the international gap

Balboni was passionate about his motives for founding the organisation: to fill a crucial gap in international reporting accessible to the American people. "I have seen the steady diminishment of foreign reporting in television and radio," he explained, added that this "has just been stunning." And he stressed his belief that "even the great American institutions that remain with a meaningful foreign staff are in jeopardy because of this devastating downturn in the economic underpinning of newspapers." Meldrum echoed his sentiments: "in the US, so much international news is being cut."

Daniszewski, AP Managing Editor for International News, was confident that the AP was providing "a comprehensive international news coverage," and that there was not a lack of information out there for people who were determined to find it out.  He was positive about the creation of a new service, however: "it's really good to have those eyes, ears and notebooks out there, and I am sure they have a lot to contribute."  

Complementing the AP and newspapers

Balboni insisted that GlobalPost intends to be a supplement to a newswire service, rather than a competitor. Balboni explained that the sort of "distinctive story-telling" that GlobalPost offers is very different to that of the AP, Reuters or AFP. "As a wire reporter, you chase the story of the day and there is a tremendous need for that, but it has become a commodity and you can find these stories everywhere."  And indeed, GlobalPost will also aggregate the top news agency stories of the day on its site. Its original reporting, though, will be different: "what we are focussed upon is the context behind the headlines," generally stories that will not be widely reported in English. Daniszewski was insistent that he does not see GlobalPost as a competitor to the AP because in terms of scale the AP is far larger. Rather he considers it a complementary service that will contribute to the "great need for the world to be informed."

"We hope to help newspapers, not hurt them"

Balboni also emphasized his hope to "help newspapers, not hurt them." He explained that GlobalPost is a "partner for newspapers," as part of its business model is to syndicate content to newspapers all over the world.  "We want to give them the opportunity to have high quality original reporting which they can print or publish online," he added.  He added that in the Web 2.0 world, it is less useful to put your content in a "walled garden, you have to let it be free to go where users want to find it."

Old-school correspondents

The 60 to 70 correspondents are essentially stringers, filing one piece a week.  As Meldrum described it, "this is designed to be a string that any correspondent could add to the other work that they are doing."  However, GlobalPost is making a significant commitment to correspondents, offering a guaranteed monthly salary and shares in the company, and hopes that its reporters will "feel that they are invested in our success," explained Balboni.   The correspondent group includes three Pulitzer Prize winners, among a mixture of experienced, accomplished journalists and those who are at an earlier stage in their careers.  

The correspondents will be on the whole country-based, meaning that they know the language and are familiar with the history and current affairs. The idea, Balboni explained, is that readers will have "the opportunity to follow developments from someone you can come to know and trust."  Daniszewski thinks GlobalPost is trying to return to the old model of a foreign correspondent, "that sort of authoritative, contextualized, interpretative voice, who adds different perspectives that people bring to a story with their own personalities." As "traditional newspaper correspondents out there are now acting more and more like a wire service," Daniszewski believes, there is a gap to be filled by people who can produce a more in-depth, time-consuming story.  

The five regional editors are working full time, or "more than full time," as Meldrum put it.  There are regional editors for Africa, Asia, Europe, the Middle East and South America, and a team of half a dozen senior editors based at the HQ in Boston.  Seven beat correspondents will have a truly global scope, reporting on issues such as health, climate change and technology worldwide.  

"Journalists know best"

"The goal is for this not to be a top-down model, but a bottom-up model," Balboni clarified, as correspondents "know best about what the interesting and important stories are." Meldrum remarked that "it's much like a traditional foreign desk," with correspondents pitching stories, editors approving them and then editing once they are sent in. The content management system used means that correspondents are able to follow the story process "right from conception to completion."

Interactive multimedia from abroad

"These days a freelance journalist is always going to be multi-skilled" asserted Meldrum, and "we are all on a learning curve." Correspondents have all been issued with Flip Cams - video cameras the size of a mobile phone - which they are encouraged to use whenever possible, whether to produce narrated pieces or natural sound shots that will supplement their story.     Photos are also expected to feature significantly on the site, taken both by correspondents and by other photographers who will contribute.

Reader comments will be allowed on articles throughout the site.  "We want it to be as interactive as possible," Meldrum commented, explaining that they plan to respond to readers and adapt to how readers want to use the site.

Partnering with the best

According to Balboni, it is "imperative" for a new venture to form relationships with other news providers. And GlobalPost is already doing this, having established a partnership with the Huffington Post whereby some of GlobalPost's content is available on the Huffington Post's new world section. Correspondents are also appearing on 'World Focus', a night news programme on US television channel PBS, for a Q&A session with the TV anchor about whatever story they have covered that day. Balboni said that the organisation is also exploring similar opportunities with radio and in commercial television.  

Entrepreneurship drives online-only journalism

Balboni was enthusiastic about the potential of an online only publication. One of the main advantages is the "incredible distribution platform at a very modest expense." The Internet solves the problem of how to reach the audience.  He believes that there are "incredible opportunities as well if you can be entrepreneurial enough to create a new model, and if you can fulfil a need." By operating online-only and keeping distribution costs low, GlobalPost hopes to be able to produce a higher quality of product.

The other crucial point, he explained, is that serious news consumers are now looking mainly online to find their news.  He worries that newspapers have been "dumbed down" in an attempt to attract more readers, pushing many people online. It is not just about chasing numbers of viewers, and GlobalPost expects to have a "very high quality user population" of intelligent, well-educated people.  

Stamping "Passports" to profitability

"Paid online content will be the salvation of journalism if it can be worked out"

Balboni expects the site to become profitable in three years, and it will be funded via syndication, advertising and paid premium content.  He expressed his conviction that paid online content "will be the salvation of journalism if it can be worked out." GlobalPost's premium content aspect to the site will be called 'Passport' and will be available for an annual fee. The Passport area of the site will include a service called Foreign Desk, which will allow subscribers to write suggestions for stories that they would like to see.

The foreign news solution?

There is a gap in the market for this sort of well-investigated, foreign news, and as long as GlobalPost can find enough readers who are interested enough in the world around them this site has much potential.  The passion of the people behind it for international news is indubitable, and the model that they have chosen is forward-thinking and may well work. Being online only allows it to have a vast scope and reach with comparatively few resources. It will be particularly interesting to see how successful the paid content model is, and whether this can, as Balboni hopes, save journalism. 

Related links:

http://www.pbs.org/mediashift/2009/01/globalpost-aims-to-resuscitate-foreign-correspondents-online008.html
http://www.journalism.co.uk/5/articles/533189.php
http://www.ojr.org/ojr/people/davidwestphal/200901/1615/
 

In San Diego, a website has arisen that monitors and illuminates some of the city's "darkest secrets," acting as a watchdog for the community, and forcing its more traditional competitors, namely, newspapers, to follow up.

Yahoo Pipes may be useful to journalists since it allows them to collect, sift and feature Internet content from anywhere, reports Poynter.org. The tool may be of use to reporters pursuing beats or stories as well as their audiences.

"Learning how to use Yahoo Pipes is one relatively easy-to-learn skill that can enhance your journalism, strengthen ties with communities of geography or interest, and help you find or keep a job," writes Poynter.org.

Singapore's citizen journalism media platform Stomp announces that it is launching a new mobile Internet portal that will allow users to access articles, post forum threads and look at photographs from social events. The portal will be updated daily and is divided into three sections: Singapore Seen, TalkBack and Club Stomp.

Earlier this year, UK paper the Daily Mail introduced its unlimited text messaging service MailTXT. The paper reports that new users will get to send 50 free international SMS messages if they sign up.   

MailTXT was launched in order to increase users on the Mail's mobile portal. Journalism.co.uk writes that the purpose of the new move is to "build a more interactive relationship with readers."

Internet users are charged for their network connection and a text message from one registered user to another costs 1.4 pence, whereas a message to a non-user costs 6.4 pence.

Users will receive 0.5 pence as "MailTXT Credit" each time a message is sent and received, and are urged to view Daily Mail material and special offers through their mobile phone.

The Mail said that tens of thousands of users have already signed up for the service.

Source: Journalism.co.uk

It isn't a secret that the American newspaper industry is experiencing difficult times, as core print revenues and circulation are falling. Many think that online news, which has been accompanied by double-digit online advertising growth in recent years, can make up for the decline in print. But several studies and articles think otherwise.

"The Web audience is growing at a great clip, while print circulation is not. And online revenues are growing faster, too, albeit from a smaller base. If the trend continues, there's little doubt that -- "eventually" -- online becomes the main business," said Bill Keller, the New York Times Executive Editor, in a 2007 interview with IwantMedia.

But as sanguinity faces off with the numbers, perhaps we shouldn't hold our breath for "eventually."

Internet revenue is growing -- in 2003, newspapers collected a mere $1.2 billion from online advertising; last year the figure was nearly $2.7 billion. "We're growing at a double-digit rate," said Randy Bennett, of the Newspaper Association of America.

But there's a problem. Scott Karp, of Publishing 2.0, has dubbed it the "10% problem." Karp explains that looking at New York Times print and web circulation numbers, "What you find, with some modest rounding, is that print circulation is about 10% of total audience reach, while online advertising revenue is 10% of total ad revenue -- the economics are nearly the perfect inverse of what they should be."

Why, as audiences shift to the web, are advertisers not following?

Although newspaper websites are attracting a lot of visitors, they aren't keeping them there.

According to the American Journalism Review (AJR), the typical visitor to nytimes.com, which attracts over 10 percent of the entire newspaper industry's online traffic, spent an average of just 34 minutes and 53 seconds browsing its extensive editorial and interactive offerings in October. That's 34 minutes and 53 seconds per month - just 68 seconds per day online. By contrast, according to Scarborough Research, print readers report spending 16 minutes a day with their newspapers.

And as small as 68 seconds a day is -- it's actually about three times longer than the average of the next nine largest newspaper sites.

Although a minority of news hounds linger on the sites, Greg Harmon, director of Belden Interactive, estimates that as many as 60 percent of online newspaper visitors are "fly-bys," people who use the site briefly and irregularly. "Everyone has the same problem," explains Jim Brady, editor of washingtonpost.com. The news industry's continuing challenge, Brady says, is to turn "visitors into residents."
 
Thomas E. Patterson, of Harvard University, who has conducted a yearlong study of 160 news sites, also offers an intriguing, if not unsettling, theory: the web is a fundamentally different way of viewing information, and as such, web ads may not be as effective as the traditional kind. "I'm not sure [advertisers] are convinced yet about how terrific a sales tool [a Web display ad] is," said Patterson. "The evidence isn't strong yet that it can drive people into a store the way a full-page newspaper ad can. They're less confident about what they're getting online."
 
To add insult to injury, online newspapers face these challenges in a fiercely competitive new medium. "Unlike the print business, in which newspaper publishers generally enjoy near-monopoly status, the online news world is littered with entrants - from giants like MSNBC.com and AOL.com, to news aggregators like drudgereport.com, to blogs by the millions," writes Paul Farhi of AJR. "This makes it tough for any online ad seller to do what newspaper publishers have done for years - keep raising their ad rates." "Ultimately, it comes down to supply and demand," said Leon Levitt, vice president of digital media for Cox Newspapers. "And there's an awful lot of supply out there."

In the midst of this, the online ad growth is beginning to slow. The confidence-building, double-digit increases are fading fast. In the first quarter of 2007, the newspaper industry saw a 22 percent gain in online revenue - impressive, but less so when seen as the smallest uptick (in percentage terms) since the NAA started keeping records in 2003. In the second quarter, the industry rate slipped yet again, to 19 percent.

And even with these double-digit increases, newspapers' print ads still draw more than 20 times the revenue from online sales, having collected  $46.6 billion in print ads last year.

The New York Times Co., the leading online newspaper company, derives just 11 percent of its revenue from the Web, and it not public how much of that 11% comes from nytimes.com vs. its other digital holdings, such as the popular about.com.

The challenge news sites face now is how to continue to move online, but bring advertisers with them.

It's "in the interest of both newspapers and advertisers to shift content to the Internet," said Philip Meyer, author of The Vanishing Newspaper.

Advertisers can focus their target audiences and can monitor consumers' behavior online, Meyer points out. At the same time, "newspapers can at last grow their businesses without being held back by the variable costs of newsprint, ink and transportation...In the recent past, newspaper owners have preferred to cut fixed costs, like editorial staff, which gives a quick boost to the bottom line but weakens their hold on the audience. Using technology to cut the variable costs is a better strategy even though the payoff takes longer."

Sources: The American Journalism Review, The State of the News Media 2007, Publishing 2.0, The New York Times
 

In August 2007, a European newspaper aggregator venture, dubbed Imooty.eu, was launched in beta version (read background here, based on a profile by the Online Journalism Review). Over the weekend, Imooty has launched a new headline aggregator widget for newspapers to implement on their sites (pictured left - see their widget platform here).

Imooty's "plan is really to develop a powerful tool for news syndication," said co-founder Kristoffer Lassen (who founded the site with Blaise Bourgeois). "The purpose is to democratize access to the most important mainstream information sources of Europe." The site now aggregates RSS feeds with latest headlines from about 450 newspapers in 19 European countries.

Imooty.eu, a newspaper and blog aggregator

Unlike services such as Factiva or LexisNexis, which are geared towards professionals and have costly fees, Imooty aims to provide a mainstream and free news search resource. Newspapers' RSS feeds that are featured on the homepage are generally chosen for their prominent size and influence, but sometimes also for their known expertise in a particular domain (Morgenbladet in Norway for its 'Culture' coverage).

Users can conveniently view latest headlines by country, newspaper, or category of news. A tab enables users to view recent blog headlines - about 700-800 have enrolled so far. Users can also customize search fields by these same criteria.

Does it still make sense to distinguish 'News' and 'Blogs', at a time when some blogs do original reporting and some traditional news brands are turning to lighter, blog-style news?

"It's basically to make a distinction between news brands as we know them today and independent reporters," said Lassen. The line between both may be getting blurry - especially concerning newspaper blogs, but Lassen believes the news consumption and expectations are different between blogs and news sites, although both may be news.

Pros and cons of Imooty for newspapers

Imooty has launched a specific section called 'Newspaper Universe', so that partnering newspapers can directly upload their feeds and customize them. "You decide how your newspaper brand will appear on the  Imooty platform."

Pros:
- Reach: Imooty "puts newspapers in touch with users who normally wouldn't use them," said Lassen. Through Imooty, readers who are geographically distant, or on the other side of the political spectrum, can discover new titles.
- Mobile: Imooty offers a mobile platform that can be of interest to newspapers.
- Revenue share: Imooty's revenue model will be based on redirecting readers to newspapers' premium (archived) content, and it will share revenues with papers.

"Cons":
- "I can see how, under the old news paradigm, some newspaper people might feel threatened by the model, because it's possibly taking away from local focus. But then again, these are new times, and people relate to media in different ways," said Lassen.



No editorializing, unlike major online news portals

News featured on the homepage is ranked by 'clicks' for individual newspapers and recency for headlines: there is no editorializing of content or of the RSS feeds by Imooty. But as Lassen said in his OJR interview, "readers now demand concise information that directly addresses their personal "need to know" requirements in an age when people are swamped by news sources." So why not give readers editorial guidance?

"That's the role of the big Internet brands. Google does this, by editorializing their pages," said Lassen.

"Our philosophy is to show the user the way news is from the different publications. We don't editorialize. The purpose is to give a panoramic view of what's actually out there."

News aggregation and Imooty: a resource for news professionals

In that respect, Imooty may be of greater use to news junkies or journalists than to the general public, at least in its first steps.

"You really have to be a news-interested person to be interested in Imooty, but it can be a starting point for ordinary news users as well."

"A lot of people like to have a pre-packaged news product," said Lassen. Although the trend towards news aggregation is increasingly visible, newspapers' role is also to provide their news judgment to sort news in an organized manner.

Future developments

Imooty is working to develop its multimedia offerings, including its mobile platform, podcasts and IPTV. According to Lassen, "this is also the direction newspapers are going in," because text-based content will be less prominent on mobiles. Imooty has launched a mobile site in beta.

According to Lassen, Imooty now has about 15,000 unique visitors and 50,000 page views monthly.

Imooty is still in full development and is still in the process of signing on official newspaper partners. This weekend it launched its imooty headline aggregator widget, which can be implemented by news sites that wish to open up their doors to other relevant sources.

Source: Kristoffer Lassen, co-founder Imooty.eu

According to Ground Reports, 2008 will be the year citizen journalism evolves, after having cemented its establishment in 2007. Leaders such as Newsvine, NowPublic, Orato and Digital Journal offer many similar features: proprietary content submission tools, community ratings, and even some occasional revenue share. But it’s “how these players break out of the pack in the coming year (that) will determine everything.”

The article summarizes its key predictions on what to expect from citizen journalism in 2008:
 

“Can today’s j-schools (…) prepare students for the new world of New Media? Of course not.” The answer is provocative but Pajamas Media’s Steve Boriss (who also blogs for The Future of News) offers his list of things journalism schools should be teaching.

Rue89.com was founded in May by four former journalists and bloggers from the French leftist daily Libération. Within months, the online-only news site unearthed a few scoops and became a recognized independent source in the French media landscape, ranking first among French news sites for time spent, ahead of newspapers, according to Nielsen NetRatings. One of its founders and director, Pierre Haski, tells the Editors Weblog how Rue89 found a working compromise to pro-am journalism.

Over the past two years, arguably the most rapidly evolving trend on the Internet is social media. The Texas-based Pluck, which describes itself as a social media tools and services provider, has been one of the main companies driving innovations in this field while simultaneously attempting to help newspapers adapt to the digital media universe. Pluck co-founder and CEO Dave Panos chatted with the Editors Weblog to preview his upcoming presentation in Cape Town at the 14th World Editors Forum taking place June 3-6.

A new book, The Cult of the Amateur: How Today's Internet is Killing Our Culture and Assaulting Our Economy by Andrew Keen challenges blogs, citizen journalism and social networking sites, saying that they destroy culture and create “digital narcissism.”

An Online Journalism Review wiki aimed at independent publishers provides some key tips to choosing which advertising programs work best for individual news content websites.

At the ‘New Media: The Press Freedom Dimension’ conference in Paris last week experts in Blogging and Citizen media discussed the evolution of this new media and press freedom dimensions. Here, Declan McCullagh of CNET looks at the discussion of the legal divisions and rules between journalists and bloggers.