Abstract:

Blogs have become one of the most prominent forms of social media on the Web. This paper reports on the first part of a comprehensive study of how a mainstream Australian media organisation is integrating blogs into their business. The research used a qualitative approach and data collection was undertaken using semi-structured interviews with newspaper staff. The findings are presented provide an insight into the opportunities to be gained and the challenges to be faced by Australian media organisations as they incorporate blogs in their online offerings.