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Clueless BrandWeek Magazine
By Neville Hobson
Expert Author
Article Date: 2006-01-11
Are blogs a waste of your time and that of your business or clients?
Indeed they are, according to BrandWeek magazine in the US:
Blogs provide almost no new information. They're frequently inaccurate. They contribute to the hysterical polarization of our nation's political discourse. And they're often written by people who can't, you know, write. So naturally marketers have flocked to associate their brands with them. Seriously, it's not entirely clear why so many marketers have rushed to get themselves name-dropped in one of the most unreliable media environments yet invented.
What a credibility-sapping commentary in an otherwise entertaining and well-written special report on the "Best and Worst Marketing Ideas of 2005" (PDF; see #23 on page 5), published by BrandWeek last month.
Show this commentary to someone like Jonathan Schwartz of Sun Microsystems and ask him what he thinks. A waste of time? He says otherwise. Or just look through the blogs of any of the 100+ companies listed in The New PR Wiki corporate blogs list or any of those in the new Fortune 500 Business Blogging Wiki. Do they think it's all a waste of time? Hardly.
Looks like the BrandWeek author is more of a Forbes reader than a Business Week one. Glass half empty type of approach.
A clueless commentary.
(Via Blog Business Summit.)
About the Author:
Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology.
Neville is a UK-based communicator, blogger and podcaster. He helps companies use effective communication to achieve their business goals. Visit Neville Hobson's blog: NevilleHobson.com.
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