Blogging may have become a bit like start-ups in 1999 where everyone seems to have one and if anyone mentions the word it at a dinner party everyone rolls their eyes and runs for the bar. Is it narcissic verbosity? I couldn't disagree more and just came across a great quote to remember from Rory Sutherland who I've got the good luck to go to meetings with on a regular basis. Blogging — before your traffic hits proper media property levels — is definitely "drivel" but still incredibly useful.
RE: Campaign i-Q: Do planners spend too much time blogging? – 28-08-2007 22:22by: Rory Sutherland JP Sartre once observed "I write to discover what I think". At a time when Excel and PowerPoint are the normal modes of communication, and where few in advertising write more than a couple of fully formed sentences or paragraphs from one month to the next, a blog provides a welcome opportunity to write to a decent length. It is a wonderful value exchange. The blogger gets to refine his thoughts by writing them in longhand and by gaining an immediate and responsive audience. The audience, one hopes, gains a little enlightenment along with an opportunity to refute/nitpick. Nor, to anyone who writes regularly, is it all that time-consuming to write a few hundred words of tolerably grammatical prose each day – not if you do it regularly. I venture many of those who are amazed anyone can possibly turn out a few blog entries each week without neglecting their day job are those people so addled by Powerpoint that they need a lie-down to recover between bullet-points. The more ideas you have the more you write. And vice versa.