We've been looking forward to BusinessWeek's cover article on blogging, "Blogs Will Change Your Business." It's a good read, and something I'm recommending to all my clients and colleagues who've asked me repeatedly why I spend so much time online.
One of the most interesting comments in the article, which mirrors our perception of the changing world quite well is the author's assertion that "The innovation that sends blogs zinging into the mainstream is RSS, or Really Simple Syndication." He goes on to explain how aggregators, "an easy-to-use system to turn blogs, or even specific postings into Web feeds" work. Then comes the punch line - "In time aggregators could turn the Web on its head" by turning surfers into subscribers who simply wait for requested material to show up each day.
As they say, this changes everything. Using a print metaphor, you now simply go to your front porch to pick up the newspaper rather than go to the newsstand where you might be tempted to pick up a rival publication based on relevance and interest. The implications for advertisers are huge. And the need to develop and preserve relationships grows even more important than today.
Read the article. Consider what it means to your business. And decide whether your advertising and promotion strategy needs some new thinking.