What do The Washington Post, the San Francisco Chronicle, the Houston Chronicle and the San Antonio Express-News all have in common? They are all signed up as lighthouse customers for a newswire service from content syndicators Pluck. BlogBurst is a news wire serivce with a twist….it carries content from the blogosphere onto the websites of mainstream media outlets.
For bloggers, it means exposure to new audiences via top-tier Web sites. For publishers, it means access to quality content and highly motivated audiences. For readers, it consolidates content in fewer places making life a little easier.
BusinessWeek Online gives a good overview of how BlogBurst works along with a great plug for the Micro Persuasion blog (one of my daily reads). NewsBusters looks at the business case behind the venture.
BlogBurst is in beta right now. But if it takes off, and I don’t see why it won’t, it will impact the media relations dynamic for us PR folks. Right now, some clients still need convincing about the influence of blogs. With these major media brands signing on, doubting Thomases will be forced to take note.
My plea to the BlogBurst team at Pluck….please sign up some UK media brands for your lighthouse project!