I recently started writing a column for ClickZ targeted to Chief Marketing Officers (CMO). My column this morning focused on 2005 predictions, and my opening prediction talked about the blogophere. Here's a link and a recap of my comment.
Blogs absorb flak, yet stay on track. Expect 2005 to open with a predictable slew of fashionably righteous articles de-hyping and pooh-poohing all things blog related, some even by bloggers themselves. Many will lament advertisers co-opting the medium, as well as the influx of clumsy, less savvy newbies in the blogosphere. Even so, the blog format will endure and grow, quickly advancing to a powerful rich-media context, punctuated by surprising new capabilities, such as podcasting (define).
Publishers, site managers, and even message board managers will embrace (or in some cases, begrudgingly capitulate to) RSS (define). Big brands and their sites will find the "add water and stir" nature of blog publishing tools irresistible. That will humble overpriced agencies that view platforms such as TypePad and Movable Type as more evil than outsourcing.
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