Co-opting the Future: John C. Dvorak on blogs: "Blogs, or Web logs, are all the rage in some quarters. We're told that blogs will evolve into a unique source of information and are sure to become the future of journalism. Well, hardly. Two things are happening to prevent such a future: The first is wholesale abandonment of blog sites, and the second is the casual co-opting of the blog universe by Big Media.
The most obvious reason for abandonment is simple boredom. Writing is tiresome. Why anyone would do it voluntarily on a blog mystifies a lot of professional writers. This is compounded by a lack of feedback, positive or otherwise. Perseus thinks that most blogs have an audience of about 12 readers. Leaflets posted on the corkboard at Albertsons attract a larger readership than many blogs. Some people must feel the futility.
The problem is further compounded by professional writers who promote blogging, with the thought that they are increasing their own readership. It's no coincidence that the most-read blogs are created by professional writers. They have essentially suckered thousands of newbies, mavens, and just plain folk into blogging, solely to get return links in the form of the blogrolls and citations. This is, in fact, a remarkably slick grassroots marketing scheme that is in many ways awesome, albeit insincere."