Readership Dilemma

Jerry Springer and Rush Limbaugh get it. So do Jim Cramer and Dick Vitale.

To attract a significant following in today’s noisy, media and blog-saturated world one has to express controversial views, delivered in a loud and boisterous style.

Perhaps that’s what the editorial staff at New Yorker magazine had in mind when they signed-off on a cover illustration that depicts Barack Obama in a turban, fist-bumping his gun-slinging wife. Whether you believe it's “tasteless and offensive” like Obama’s campaign or merely misinterpreted satirical humor like New Yorker editor David Remnick, the resulting uproar has delivered a level of attention and significance the magazine has not had in years.

New Yorker Obama Cover Sparks Uproar
http://www.cbsnews.com/stories/2008/07/14/politics/politico/main4257077.shtml?source=mostpop_story


Most bloggers understand the readership dilemma all too well. The competition for attention is fierce with Technorati now tracking more than 110 million blogs. As a result, the blogosphere often digresses into a shouting match of hysterical voices promoting their respective views and agenda.

Into this mess walks the corporate executive blogger. How can a company garner readership and visibility for its thought leadership using an approach that is consistent with its brand image?

Our counsel to clients is to side-step controversy, and focus efforts on developing relevant, engaging and entertaining content tailored to the needs of specific target audiences. Expressing opinions in a clear and well-articulated fashion is a must, as is promoting blog content through a mix of social media and traditional PR channels. Yet, the benchmark for success should be quality of readers, rather than quantity.

Recently, I had two prospects comment on my blog posts during pitch meetings. One agreed with my thinking, while another felt I was off-base in my assessment of the value of micro-blogging platforms. Both are now current agency clients.