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By Thomas Baekdal - March 2009

The Blog is Only Partly Dead

The big news during the last several months is that the blogs are dead. Now it's all about micro-blogging, and social networking. But is the blog really dead? Or is the death of blogs greatly exaggerated?

The thing about blogs, and most new internet advances, is that they goes through three stages.

  1. Discovery, where we discover this new found potential
  2. Buzz period, where it is blown out of proportions as people try to use it for everything
  3. Maturity, where the excess "fat" is removed, and all that is left is the stuff that really matters.

The blog is now at stage 3. We no longer need to discover what the blog can do. We all know what it is, and its value (or more importantly, how to make it valuable). And we have gone through the period where people try to use it for everything imaginable.

What's left is what the blog is really about, and that is what we are seeing now. The blogs that are dying are those who try to use the platform for something it is not really good at. But the blog itself is far from dead. In fact, it is more valuable today than ever.

The types of blogs that have died are:

The blog is dead when it comes to all of the above. It was never really good at it in the first place.

But the blog isn't dead. Far from it.

What is left is a type of blogs that has always been really effective. It is the "way for independent journalists (both professional and amateur) to write valuable content." Or when companies want to provide more personal and in-depth insight into what they are working on.

The blog is no longer a diary (that is what you do on Twitter), it is not the place to post links (that is what you do on Stumbleupon), and not the place to 'be' (that is what you do on Facebook).

How Companies should use blogs?

The company blog is actually a really good example of when and why you should use a blog. I have been advocating "company blogs" for several years, but it isn't for everything.

All of these are best done using other platforms that blogs. But...

The blog is still the perfect place to connect with people via personal, focused, valuable and in-depth messages. But other social platforms have replaced the blog when it comes to other types of interactions.

The blog is dead when it comes to noise. The blog is dead when it comes to short messages. And, the blog is dead when it comes to sharing links.

But the blog is very much alive if you have something substantial to say.


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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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