Daily Me 2.0

One of the problems with blogs for advertisers is their fragmented nature: to get a reach comparable to mainstream media generally involves faffing around with dozens of sites. The obvious solution is to bundle, and that's precisely what Federated Media Publishing does. As its roster of blogs indicates, it operates mainly in the field of tech blogs, but the model can clearly be extended.

To the average blog-reader on the Clapham Ominibus (probably the 319 these days), more interesting than the business side of things is the possibility of doing blog mashups. And lo and behold, Federated has produced such a thing (note that the URL begins significantly with "tech", hinting of non-tech things to come...).

What struck me about this federated news idea is that it could be extended beyond the bundles. It would be easy - well, easy if you're a skilled programmer - to knock up a tool offering a range of newspage formats that let you drag and drop newsfeeds into predefined slots to produce the same kind of effect as the Federated Media/Tech one.

RSS aggregators already do this crudely, but lack the design element that would help to make the approach more popular. You would also need some mechanism for flagging up which stories had changed on the page, or for allowing new stories from designated key blogs to rise to the top of the dynamically-generated newspage.

The result, of course, is the Daily Me that everyone has been wittering on about for years. But it comes with an important twist. This Daily Me 2.0 is not just a cosmetic mixing of traditional medium news, but a very different kind of online newspage, based on the very different perspective offered by blogs.

One reason why Daily Me 1.0 never took off was because traditional media are simply too greedy to contemplate sharing with anyone else. Blogs have no such qualms - indeed, they have different kinds of sharing (quotations, links, comments) at their core. I think we'll be reading more about this....