To push or pledge your editors and reporters to blog or to replace them lightheaded with bloggers produced many failures in foolhardy blogging ventures of newspapers and magazines (at least I could make up a big list of failures here e.g. Handelsblatt Global Blogging).
But it looks like, that if it is done wisely and with the readers and writers in focus, it can also produce (the much needed) traffic on publishers website. We mentioned some examples before (e.g. the NYT) .
According to a recent Nielsen//NetRatings report (Press release, PDF):
- The number of people reading Internet blogs on the top 10 U.S. newspaper sites grows 210 percent per December from a year ago
- Unique visitors to blog sites affiliated with the largest Internet newspapers rose to 3.8 million in December 2006 from 1.2 million viewers a year earlier
- Blog pages accounted for 13 percent of overall visits to newspaper sites in that month, up from 4 percent a year earlier (total visitors to the top 10 rose 9 percent to 29.9 million.
via Steve Rubel (Micro Persuasion)
Newspapers See Success in Moving to Blogs