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Is it just me, or is this Amatomu graph of traffic on the Bullard issue trying to tell us all something?

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Something remarkable happened yesterday. The power of the synergy between print and web publishing was revealed as bloggers climbed into (or defended with varying degrees of conviction) David Bullard’s somewhat over-the-top column on blogging in the Sunday Times. (See the Amatomu stats here)

What yesterday showed was that the two mediums are greater than the sum of their parts, the philosophy which underpins (SHAMELESS PUNT WARNING) the launch of The Times in June as a fully digitally integrated national newspaper. Even though the Bullard column carried no “push” signals, it did push bloggers to write in their droves. The bloggers then pushed traffic through to the online version of the column by linking and (perhaps against their better judgement) adding to the hype. That the topic of discussion which drove this blogging frenzy was blogging and not crime, Zimbabwe or sex is in itself remarkable, showing that there is high degree of self-awareness/self-criticism in the blogging community. Bloggers are thinking about their medium which bodes well. Self-criticism is the key that unlocks the growth and development of a relatively new medium.

The “old” media still has the punching power (and the readership, in the case of the Sunday Times) to drive an agenda in a way in which web plays can’t. Will this all change as broadband rolls out? Maybe, maybe not. What is clear is that a strategic partnership between print and online can deliver a very powerful punch.

At the end of the day, Matthew Buckland got it just about right with this remark:

Obviously bloggers have to respond. But what some fail to see (or grasp) is that there is a strong baiting element to Bullard’s excellent columns. In fact every week there is a strong sarcastic and satirical edge to his writing. Just about the silliest thing a blogger can do is reply with righteous indignation and call for his head. And Bullard does rightfully point out some weaknesses in blogging, albeit in a sarcastic tone. (And who’s saying ‘blogging’ is ‘journalism’? Some blogs are journalism, some aren’t, some don’t care.)     [My bold]

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