The Birth of Emblogging

I've written before about the blogification of the cyber union - how everything is adopting a blog-like format. Now comes a complementary process: emblogging, or embedding blogs directly into other formats.

This flows from the observation that blogs are increasingly at the sharp end of reporting, beating staider media like mere newspapers (even their online incarnations) to the punch. There is probably some merit in this idea, since bloggers - the best of them - are indeed working around the clock, unable to unplug, whereas journalists tend to go home and stop. And statistically this means that some blogger, somewhere, is likely to be online and writing when any given big story breaks. So why not embed the best bits from the blogs into slow-moving media outlets? Why not emblog?

Enter BlogBurst, a new company that aims to mediate between those bloggers and the traditional publications (I discovered this, belatedly, via TechCrunch). The premise seems sensible enough, but I have my doubts about the business model. At the moment, the mainsteam media get the goods, BlogBurst gets the dosh, and the embloggers get, er, the glory.

Still, an interesting and significant development in the rise and rise of the blog.