Online Publications

For this week’s class we read chapter 6, “Getting it Right: Online Editing, Designing, and Publishing”. Carroll goes into great detail about the specifics of publishing work online throughout the chapter. 

He opens up the chapter with a very good statement:

“Web means less attention to detail, less time spent checking, re-checking, verifying and vetting, when in fact the complexity of online media means that there has never been more to inspect” (119).

In essence, although publishing material on the Internet has become efficient and straight-forward, we still have to be sure to go through the same editing process we would for a print publication.

Carroll gives us a step-by-step process for editing material online:

1.) Identify the readers and the purpose of the content

2.) Define document structure and links

3.) Define the style

4.) Edit

5.) Copyedit

6.) Write headlines

7.) Test usability

Additionally, an online editor has to take on the responsibility of many other tasks in order to achieve a successful publication. Often times they have to create multimedia elements for a post, incorporate social media, and online forums for discussion amongst readers.

The role of an editor is evolving alongside all of the innovations in online publication platforms. Whether there is a misspelled word, broken image, or a video that fails to upload, there are a lot of places and editor has to go back and double check to ensure the publication is published correctly. 

With the ability to publish news instantly via the Internet, editors have to be careful to maintain their publication’s credibility. Is it more important to be the first to publish a story or the first to do it the best? 

Questions to Ponder:

1.) Do you think it’s riskier publishing online?

2.) Do you notice errors more in online publications than print?

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Branding Yourself

It is becoming more and more common for people to make blogging their full-time job and label themselves, “professional bloggers”. This never used to be possible since there were so many requirements to get your work published and into the print form. However, thanks entirely to blogs, anyone can publish their work and even get paid for it.

The influence blogs have played in our society is so profound even businesses are blogging. As I read in Rettberg’s chapter, “Blogging Brands,” blogging has become a new method of marketing for businesses worldwide.

Rettberg says, “businesses use blogs in their marketing, as a way of improving customer relations and establishing a popular presence on the Web, or as a way of getting attention” (127).

Rettberg’s chapter references a well-known manifesto, The Cluetrain Manifesto, which discusses the importance of businesses developing a connection with their customers. At the time, the blogosphere was not around, however, their theory still applies to blogging.

The manifesto, “demanded that big business and big media answer back, in the same human voice that the audiences and customers were using” (Rettberg, 129). This circles back to the importance of blogs having a conversational tone, so they can not only be trusted but also gain a loyal following.

Not only do blogs help businesses gain more revenue, but there are also ways for bloggers themselves to bring in a sufficient amount of money. Here are a few ways bloggers are getting paid in this day and age:

– advertisements on their blog page

– income from referrals to a specific brand/product

– micropatronage, or small donations from loyal readers

– sponsored posts and pay-to-posts

An additional way for a blogger to make money, which we discussed in class, was through a book deal. Some bloggers become so famous for their writing they can be signed a book deal. Going back, yet again, to my favorite blog, Cupcakes and Cashmere, Emily Schuman is a perfect example of this.

On the home page of Emily’s blog you can see an ad for her own book, where you can link to three different websites to buy her book.

Who knows, maybe one day one of us will get a book deal 🙂

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