Readership Dilemma

Springer and Rush Limbaugh get it.  So do
Jim Cramer and Dick Vitale.



To attract
a significant following in today’s noisy, media and blog-saturated world one
has to express controversial views, delivered in a loud and boisterous style.


that’s what the editorial staff at New Yorker magazine had in mind when they
signed-off on a cover illustration that depicts Barack Obama in a turban,
fist-bumping his gun-slinging wife.  Whether
you believe its “tasteless and offensive” like Obama’s campaign or merely misinterpreted
satirical humor like New Yorker editor David Remnick,
the resulting uproar has delivered a level of attention and significance the
magazine has not had in years.


New Yorker
Obama Cover Sparks



bloggers understand the readership dilemma all too well.  The competition for attention is fierce with
Technorati now tracking more than 110 million blogs.  As a result, the blogosphere often digresses
into a shouting match of hysterical voices promoting their respective views and


this mess walks the corporate executive blogger.  How can a company garner readership and
visibility for its thought leadership using an approach that is consistent with
its brand image?


counsel to clients is to side-step controversy, and focus efforts on developing
relevant, engaging and entertaining content tailored to the needs of specific
target audiences.  Expressing opinions in
a clear and well-articulated fashion is a must, as is promoting blog content
through a mix of social media and traditional PR channels.  Yet, the benchmark for success should be
quality of readers, rather than quantity.


I had two prospects comment on my blog posts during pitch meetings.  One agreed with my thinking, while another
felt I was off-base in my assessment of the value of micro-blogging
platforms.  Both are now current agency