Is Blogging The Future Of Publishing?

Facebook, Twitter and YouTube are growing so fast that the numbers are a blurrrrrrr…….The future of blogging

If you want to look up something to buy or research you will Google.

What if you are passionate about technology, politics, fashion or cycling and you want to find out the latest trends? You will quite often find yourself going to a blog where the author or tribe of authors are also passionista’s… or maybe just slightly obsessed. They will be genuine, authentic and maybe opinionated but you will be confronted in most cases with the latest reality of that particular niche or micro niche.

So asking the question, “What is the future of Blogging?”

Some say it is fading in the face of the social media tsunami and it is passe. I think that in fact the social media universe just amplifies and spreads the influence of blogs through the Digital “World of Mouth”.

Blogging is publishing, it is content, and that can be a video, images, text or all of these. Blogging is about niches and  allows those that are passionate about their interests to start publishing and sharing online and through promotion drive traffic, eyeballs and then revenue.

Before the development of the internet and mass media, people gathered in clubs that met in agoras (town squares), school halls and community centres to share their knowledge about their interests and hobbies. We now gather in front of screens to learn, share and collaborate in the “Global” town square. The small niche in your village or town could be counted on the fingers of one hand. That niche globally could be in the millions.

Here is the monthly traffic graph for the worlds “Number One” political blog, The “Huffington Post” (37.6 Million hits for the month of March, 2010)

Huffington Post Blog Traffic March 2010

The “Huffington Post” is certainly a blog superpower but the numbers for blogs in some other niches is certainly significant. A niche magazine would give their right arm for this many eyeballs viewing their pages every month (Here are the traffic figures for March, 2010 for the blogs listed below).

  • Mashable – 5.16 Million views (Technology Blog)
  • –  3.4 million views (Entertainment Blog)
  • – 3.1 Million views (Cultural curiosities and interesting technologies Blog)
  • – 2.8 Million views (Business Blog)
  • – 656,000 views (Environmental Blog)

Blog Traffic for 5 of the Top 100 Blogs

Blogging is the democratization of publishing. It allows anyone to publish easily and freely and at low cost and it is becoming a serious business. Blogging is becoming the niche  powerhouse of publishing and advertisers will pay good money to market to a tightly targetted and qualified market. What will this publishing landscape look like in 10 years?

What do you think?


  • Jean Sarauer

    I definitely think blogging is the future of publishing. As a writer, I’m seeing print markets shrink and fold all the time now, and some excellent writers are skipping that whole route and going straight into blogging. And why not? No editor to cramp your style, immediate publication, direct interaction with readers, and the ability to create your own products. I don’t see this going away anytime soon.

  • Through a New Lens

    I would agree. No longer do you have to have the backing of a publishing house to get your content viewed. It almost resembles and anarchist system of publishing and I don’t mean that in a bad way, just that anyone can post anything they want and everyone starts out on their own. Do I still think there is a place for hard copy newspapers and magazines? Of course. But do I also believe that blogging is becoming a true form of publication and renown? You betcha, just ask Perez Hilton.

  • DevineLines

    Absolutely. And the number of writers who have had books published as a result of their blogging efforts continues to grow. Thanks for the good work, Jeff.

  • Mark W Schaefer

    Agree with the other commenters. I can’t really fathom an argument for the death of blogging. If anything, it’s becoming more interesting, more entertaining, more pervasive and more important from almost any corporate or personal perspective.

  • Crosbie Fitch

    Yup, blogging is the future.

    It’s journalists publishing their intellectual work directly to their readers – missing out the publisher, no longer needing to charge the reader for printing, distribution, retail.

    However, there’s still that 1% royalty in the other direction. That’s what I’m working on – a way for keen readers to pay the blogger a penny per post, i.e.

  • Shannon Nelson

    Jeff, when I started blogging back in 2005 I heard the same thing…everyone said the blogging bubble would burst… Instead it evolved and that is what we are seeing as publications lose their physical shells and opt for digital ones. So in the future will everything be a blog? I honestly believe the way we know blogging today will continue to evolve over time, but almost certainly digital journalism will be the only way at some point.

  • Barry Dewar

    Blogging is becoming a lot more focussed. Before the birth of social media, blogging was the only way for non-techs to get their content online. It led to a proliferation of inane and pointless life-blogs which were way beyond even micro-niche. Finding good content was exceptionally difficult.

    Now we have semantic tools to sift the wheat from the chaff as well as social networking sites where people can life-stream in a much more direct way. These people have left the blogging space and it’s now rammed full of good writers with a passion an knowledge around their subject.

    Maybe the term “blogging” should be retired. What we are seeing now is the tools that were once used to create simple weblogs being expanded to become fully-featured Content Management Systems. It’s no longer just blogging but a much wider type of “web publishing”. Weblishing anyone?

  • Paul

    This is extremely interesting from my perspective..I am working on a project where we collate some of the most interesting blog posts into printed format. Blogging has clearly come on a great terms of the quality and relevance of the content. Highly skilled writers now have a genuine shop-window to air their talents to a global readership..previously nigh on impossible.
    Just because you don’t work for the London Times for example, it does not mean that you cannot write a Times quality article,and then disseminate it in the same way as the Times do. This is powerful, and will only grow. I believe it will seriously put pressure on newspapers.

  • katiewalters

    As a writer-turned-blogger, I certainly hope this trend continues…It’s a perfect way to share content, spread your message and reach a much larger audience.

    I’m just sorry I didn’t jump on the bandwagon sooner!

    Katie Walters

  • doug hay

    I think blogging has transformed the media. The #1 blog in the world, the Huffington Post, is not owned by any big “traditional” media company. Blogging is great communication and ongoing market research all rolled into one. A business can provide useful information to its readers (community) on an ongoing basis – thus creating trust which is critical to move them to become customers. The business can also keep a pulse on the business sector by noting customer reactions and interest to various posts thus giving ongoing market research. Love it.

  • Olivier Krieger


    Interesting article & I would say that blogging is the future of publishing. Some of us have a need to communicate with other about their passion. Blogs have enable all of us to become writer, make it simpler to share our vision or ideas about certain subjects. You can see how big blogs like Gizmodo or Engadget have became very prominent & influencial in their industry.


  • Franziska San Pedro

    Blogging, the future, yes.
    In 10 years? I believe that some brands will stand out just like apple managed in the past 10 years, therefore branding is for sure a topic to talk about next.

  • Derek Oscarson

    Blogging is part of the future of publishing, for certain. It’s a great home base for sharing info and discussion. When people want to see what I do and have done, I send them to my blog. It’s current and has all my contact info and links.

  • asia

    It’s probably going to start closing a lot of print media. I love holding real books and newspapers in my hand, but with the way things are going, unfolding a newspaper is not going to be something I’ll be doing during breakfast anymore. Sad.


    De fato é bom lembrar que muitos disseram que os livros iriam acabar também e ai o qu mudou?

  • Barbara Graver

    Sometimes a social media snippet is enough but I think that most people will opt for a blog entry on an interesting topic.  In general social media helps bloggers more than it hurts them, at least per my stats.  I used to work for a newspaper and yes it is sad that the print industry is taking a hit but, having a background in layout and design as well as writing, I really enjoy the visual aspect of multimedia blogging.

  • Bliss Fish

    Seems inevitable. Once viewed the demise of print as negative, but now I’m not so sure. The demand for narrative remains as strong as ever. We’re just changing the vehicles.

  • James Cave

    Yes they’re blogs, some of them even run off WordPress, but sites like TechCrunch, Mashable and BusinessInsider have a team of content writers and researchers as well as editors to check their spelling mistakes. 

    There’s room for more TechCrunches, particularly in other niches, but I think headlines like this give one-man (or woman) blogs a false hope that they can become the future of publishing. 

  • George F. Snell III

    I don’t think so.  At least not under current conditions.  More than 99% of blog links go to old media companies.  This is because there is few original reporting or journalism on blogs – because most of it is done for free or for relatively small amounts of money.  There are few professional bloggers because they don’t get paid for their writing.  And most of those bloggers make their real money writing books, speaking professionally, consulting, etc.  The blog is a marketing tool.  Few people and/or organizations can do it on blogging alone because they can’t sell their most valuable asset – their writing.

    There are a few exceptions, TechCrunch and Mashable, for example, but even the Huffington Post couldn’t exist without old media to link and react to. 

  • Dan Bowyer

    Low quality widespread misinformation certainly isn’t the future of publishing. 

    It reminds me of the CD to mp3 argument. The outcome of that was resounding, and so will this be. So yes. This is the future.


    Weights and measures with paid writing is ESSENTIAL to ensure accuracy and the future of investigative journalism. 

    We can call the shift blogging, or blebleble. Doesn’t really matter. 

    I guess it probably won’t be called anything in the near future. Just content…

  • Dan Bowyer

    Low quality widespread misinformation certainly isn’t the future of publishing. 

    It reminds me of the CD to mp3 argument. The outcome of that was resounding, and so will this be. So yes. This is the future.


    Weights and measures with paid writing is ESSENTIAL to ensure accuracy and the future of investigative journalism. 

    We can call the shift blogging, or blebleble. Doesn’t really matter. 

    I guess it probably won’t be called anything in the near future. Just content…

  • Jeff Bullas

    Yes Jed, real time publishing without waiting on an editor! :)

  • disqus_W4KjfaOksA

    I love blogging, Jeff. In fact, I love how the Internet enables any sort of business to reach those people who want what they provide. Blogging is true democracy: It is only worth doing if you can create something that someone is interested in.

  • christopher carfi

    Bloggers can (and do) get paid. Here is a USD$25million example via BlogHer:

  • RhondaHurwitz

    brands will pay for a bloggers influence, but I don’t thing “citizen journalism” will replace the in depth journalism completely. It is a concern though as media companies get less profitable, and online eats into profits, how will they pay the professional investigative reporters?