Here’s why blogs are important to corporations: their CEOs think it’s a great way to get the word out unfiltered, unvarnished, and yes, undistorted by the media and other third parties. A good example is in today’s Financial Times, which has a profile (subscription required) of Sun Microsystems CEO and executive blogger Jonathan Schwartz by reporter John Gapper.
At the end of the feature comes this telling comment from Schwartz:
“If my readership in a month is greater than Computer World, why would I advertise through them? If I can capture their readership and ensure the content is faithful to what I think, why would I want to have one of them interpret it for me? I am humble enough to know my voice will never rise above the FT or The Wall Street Journal but will it rise above Slashdot? Yeah, it already has.”
Be the first to comment