Scott Rosenberg, a former editor at Salon Magazine who's writing a book on blogging,
takes aim at a fact of life for people creating new media online: They have to find ways t
o be noticed:
This is the way the Web works. If this (or any) blog were my primary focus, I’d be out there rustling up readers for it, because that’s what you have to do. I think a lot of journalists still see this as a grubby, low, self-promoting activity that is beneath them. Of course, it can be done in a grubby way (and often is) — but that’s true of everything. Writing headlines is, after all, another form of the art of rustling up readers. It can be done with style and flair; it can be done crudely and effectively; it can be done clumsily and stupidly. But it must be done. There is no alternative.
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