Controversy is a tactic bloggers use to generate a buzz about their blog. Think of it like getting into a fight with your sibling or best friend, but within the blogosphere, everyone can read how you approached the situation. You could generate controversy aimed towards an important or noticeable topic, but you could also create controversy with another blogger. I would prefer the former option, but that is completely up to you. Regardless, it should be used sparingly (unless your blog is focused on this type of material).

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I was quite surprised when I visited Daily Kos, a very popular political blog, and I was prompted with a message that, essentially, stated I was being less than polite for using AdBlock Plus to avoid advertising. I was then informed that I could remove the message that was annoying the hell out of me for a simple subscription fee. The cost was $4 per month, $40 per year, or $100 per unlimited subscription. The interesting thing is the fact that this blog asks for $15,000 per week for a single advertising spot—amazing.

The question of ethics by people using software like AdBlock Plus to avoid advertising comes into play, but I also believe that annoying the readership with messages that tell them they are wrong is not the way to go about doing it. I feel that this is potentially a serious threat to those people who enjoy reading blogs. The authors will still make money, but the readers are the ones that will be robbed in the end.

The Price

The price is the first major concern. Is a subscription really worth the price of advertisement-free content? Some people might be inclined to pay for quality content, but when I look at the amount of content that is available on the blogosphere, it almost feels like I would be paying for something I could have for free elsewhere. I do understand the concept of supporting a blogger you really like, but is it worth creating a divide between the readership—those that pay and those that do not. I do not even want to picture what might happen when my top 10 favorite blogs want to charge $4 a month for subscriptions—over $400 a year just to read a few blogs? Are you kidding me?

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How to track the blogosphere?
How will the PR industry react on those new challenges?

The classical gatekeeper role model must die!

Public Relations is still centered around the old gatekeeper role model because classic media works as a so called 'relevance filter' and like every filter can be manipulated in many ways. Offer free travel, transportation, invitations, etc. and you will most likely get friendly news coverage.

The blogosphere works totally different because of the viral character of hyperlinking information.

Let's see why the gatekeeping theory is old media news only...

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