Metablogue: 57. Verne Kopytoff, «Internet giants catch on to blogs: Major portals provide services for online journals»

setembro 02, 2003

57. Verne Kopytoff, «Internet giants catch on to blogs: Major portals provide services for online journals»

Verne Kopytoff, do San Francisco Chronicle, debruçou-se sobre o fenómeno de «mainstreamização» dos blogues num artigo intitulado «Internet giants catch on to blogs: Major portals provide services for online journals».

Autor: Verne Kopytoff
Local: Imprensa, San Francisco Chronicle
Data: 1 de Setembro de 2003

Internet giants catch on to blogs: Major portals provide services for online journals

Blogs, online diaries kept by people who want to share their thoughts, peeves and lives with others, are an underground phenomenon. Right?

It's a niche world of small Web sites that most people outside the blogging community have no idea exists. Right?

Wrong. Blogging is becoming mainstream.

America Online, the Internet behemoth, began offering blogging to its users in August. At the same time, Yahoo started experimenting with blogs on its Korean Web site and is believed to be considering expanding the service elsewhere in its vast network.

Google and Lycos began offering blogging earlier this year.

"It definitely seems like blogging is losing its underground image," said Matthew Haughey, co- author of the book "We Blog: Publishing Online with Weblogs" and co-founder of Blogroots, a Web site that chronicles blogging news.

"I'm hopeful that it's a good thing that every Tom, Dick and Harry has a blog. "

Analysts say that the big Web portals are trying to capitalize on the growing popularity of blogs, journals that are frequently updated with everything from personal musings to art, poems and photography. Analysts agree that hundreds of thousands if not millions of people have created such Web pages within the past few years.

Reasons to keep blogs vary, but most bloggers say they are simply a way to express themselves, connect with others and work with software.

"I use it as a sociological experiment to see what kinds of things I post will cause people to comment," said Peter Steinauer, a software engineer from San Francisco who keeps the blog, www.swimfinssf.com.

Steinauer's blog touches on everything from trying to get a deck built for his home (none of the contractors he left messages with returned calls) to gay politics (he supports same-sex marriage) to details about his latest dinner (whiskey flank steak, green beans and au gratin potatoes). He said that up to 100 people visit his Web site every day.

The blogging community is still relatively small. Only 2 percent of online households visit a blog site once a week or more, according to a survey released last month by Forrester Research, a market research firm.

In fact, a big portion of the respondents, 79 percent, had never even heard of blogging before the survey.

For the big Web portals, offering blogging software and pages is a way to attract and keep users. The direct financial benefits, however, are limited, analysts say.

"It's a lot of hullabaloo over not a lot of value," said Chris Charron, an analyst for Forrester Research, a market research firm. "That's not to say that blogs don't add value to the people who use them."

The portals have little choice but to offer blogs for free. Charging is difficult because free blogging software is so widely available elsewhere on the Internet.

Advertising is one way to make money. In fact, it appears on blogs created using the software of certain companies, but big advertisers aren't generally interested in blogs, Charron said.

"The quality of these blogs is incredibly variable," Charron said. "It's just not likely to generate a lot of value for an advertiser."

Rick Robinson, vice president for community products at America Online, said his new company's blogging feature, AOL Journals, has about 30,000 registered users so far. It filled a gap in what the Web service offers for personal publishing, he said.

There was no easy way for users to create a Web site on AOL that they could update regularly, Robinson said. At the same time, his company was monitoring the growing popularity of blogging.

What AOL created is a service that it bills as having many uses. Members can create a journal, blog, online column or travelogue, then supplement them with photos and picture albums alongside the text.

"We're trying to be a little more leading edge," Robinson said.

Robinson said AOL realized that its leap into blogging might anger the blogging community, known as an independently minded group. To avoid conflicts, his firm met with many small blog developers and users during the past year.

"We wanted to make sure they knew we were coming into the community but not taking it over," Robinson said.

Google, the popular Internet search engine in Mountain View, got into blogging by buying Pyra Labs, owner of Blogger.com. The value of the acquisition, made in February, was not disclosed.

Google has modestly integrated Blogger.com into its operations. For example, users can place a link to a blog of their choice through the Google tool bar. Google also places ads on blogs created through Blogger.com.

"I think that blogging will be much, much bigger than it is," said Evan Williams, a program manager for Pyra Labs and a co-founder of Blogger.com. "Maybe not everyone in the world will blog, but I think it will become a natural part of the Internet."

Haughey, the author, said that there are two sides to the growth in blogging. It has always been a venue for discussion where bloggers post and then solicit comment from readers.

"There's always a chance that you have wild new perspectives," Haughey said.

He added, "Some of the old bloggers have complained that as the numbers go up, it's hard to find useful blogs."

Asked whether bloggers will have an aversion to using the big portals, Haughey said not necessarily. He said it depends on how good services are, but he added that old-school bloggers value registering their own, catchy Internet domains.

"I think that most old bloggers want myblog.com, not aol.blogs/username."

Publicado por socioblogue em setembro 2, 2003 02:27 PM

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