Business information written specifically for newspaper advertising departments

The Buzz About Blogging

By harnessing the talents of your local bloggers, you’re solidifying yourself within the blogging community. It also creates reciprocal advertising — you’ll be advertising the talents of the local bloggers, driving traffic to their websites and they’ll be advertising you by featuring their involvement with the local newspaper.

 

According to a 2008 Blogging.org study, there are an estimated 31 million bloggers in the U.S. After nearly five years, the number is continuing to rise, thus proving that blogs are a major trend. They have taken the Internet by storm and are highly influential, which is why they are the perfect place to turn when you’re creating a special section, website or event. Utilizing the skills of bloggers will both add a hyperlocal element to your work and save you money. Furthermore, it creates reciprocal advertising for both the blogger and the newspaper.

Additionally, blogging has become so prevalent that even major newspapers, such as The New York Timesand The Chicago Tribune,utilize blogs to supplement their physical publication. This is done because bloggers can provide interesting perspectives and, generally, their expertise is trusted. Danae Ringelmann, a blogger from Indiegogo, words it best, “Bloggers are influencers… people who through the consistent delivery of interesting and quality content have built and continue to build a loyal readership. They are trusted sources of information and thus great partners.”

Blogs are a very widespread form of media, and they extend far out into the various spheres of readership. Because they are entirely online, blogs can be easily catered to diverse audiences with specialized topics that include parenting blogs, health and fitness blogs, fashion blogs, sports blogs and so many more. The authors of blogs are driven by the passion and knowledge that helps them produce content targeted to these specific and varying audience segments. This is perfect for newspapers, as this type of information delivery is similar to how special sections are created and organized. Special sections are often developed in an effort to target various niche audiences. Depending on the topic the special section is covering and its relevance to the audience, it can range from an insert to its own magazine. Examples of special section topics include green lifestyles, niche sports, Veterans and many more. These sections are a great tool for providing readers with specialized content and giving advertisers access to a targeted audience.

While virtually anyone can have a blog, it’s important to utilize well-written local blogs that exhibit passion and expertise. When researching bloggers, look for content first. Make sure the blog is local and targeted to your desired niche. Next, see how engaged the author is with the community. Look at the number of comments, pins and repins, Facebook likes and possibly Twitter followers. Also, check to see if the blog has advertisements, this is a great indicator that the blog is highly trafficked and has worthwhile content.   

Another prime option for advertisers and bloggers to target their niche audiences while increasing that community and personalized connection is through creating special online chats that readers could utilize to connect with the local bloggers. You can host this chat on the newspaper’s site or a special niche website that could coordinate with a special section.

By harnessing the talents of your local bloggers, you’re solidifying yourself within the blogging community. It also creates reciprocal advertising — you’ll be advertising the talents of the local bloggers, driving traffic to their websites and they’ll be advertising you by featuring their involvement with the local newspaper.