Mainstream media (MSM) still matters, at least on the Web. The latest Technorati "State of the Blogsphere" report shows that 100,000s of blogs continue to link to news stories on major news sites. The big winner is the New York Times followed by CNN and the Washington Post. If your strategy involves driving traffic to your site, getting mentioned in the MSM can help bring your message to the blogsphere. Certainly, there are many other reasons to working with MSM, but this is likely one reason that most media directors are not thinking about. One day, "integrated communications" will really mean integrated. :-) But, not yet, so forward this new report on to your media relations folks.
Of course, the report has lots more to tell. The real news from this latest report is the growing importance of blogs themselves.
"Continuing down the attention curve, blogs take a more and more significant position as the economics of the mainstream publishing models make it cost prohibitive to build many nice sites and media."
So, don't forget blogger relations as well.
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