Thursday, April 05, 2007 11:06 AM
When I opened The Wall Street Journal yesterday morning, I was pleased to see that a long-time member of the blawgosphere was again quoted, namely Bruce MacEwen, who writes at Adam Smith, Esq., in the piece Losing the 'LLP'?. Beyond the WSJ piece, you can read all about it from Mr. McEwen himself in his post Quoted in The Wall Street Journal.
There is a frequently occurring section in the print and online editions of the WSJ called BEST OF THE LAW BLOG, which highlights a selection of recent posts from The Wall Street Journal Law Blog. As the WSJ Law Blog often reports or reflects on storylines being discussed throughout the blawgosphere (and vice-versa), it is not uncommon to see lawyers and other legal sector professionals who write blawgs quoted or referenced. Even better, there are often crosslinks back to sources, so instead of just getting the quoted professional's name, you can quickly click through to their profile/biography or website for more information.
As I look at The Wall Street Journal Law Blog and its parent paper, I see the synergies that are starting to pick up steam throughout media. A piece of content can be instantly repackaged and disseminated not only through multiple channels (i.e., all of Dow Jones' publications), but through multiple formats (i.e., print, online, mobile device, etc.). Thus, content or quotes sourced from an outside weblog can be quickly added (via links, snippets, etc) into this dissemination model and show up all over the place. And, at a great cost/value proposition to the lawyer, especially considering the audience reach of the WSJ.
There is a reason more media savvy professionals are embracing weblogs as part of their overall plan. The weblog doesn't necessarily replace any of their other strategies (personal networking, etcetera), but it certainly can complement and enhance it. If you are wondering the how you might get quoted in the WSJ, don't ignore the potential power of regularly displaying your expertise to the rest of the blawgosphere. As people like Mr. MacEwen have discovered, you never know who might be reading your posts and adding you to their rolodex.