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Microsoft's new bloggers battle anonymity


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August 08, 2005

Microsoft's new bloggers battle anonymity

Stephen Baker

I'm taking a look at Microsoft's MSN's new blogs on music, TV, lifestyle, tech and sports. (from Jason Calacanis)It's an attempt, as MSN says, to create a network of blogs like Gawker and Weblogs Inc.

In these early days, the Microsoft bloggers are hidden behind the Microsoft brand, which threatens to weigh them down. A couple of them have identified themselves, but only in posts.

There's been a request from the voices amongst the blogerati that we promptly ID ourselves so here it is:

MSN Filter's Music page is edited by Oliver Wang - a music writer/scholar based in San Francisco. I've been writing on music professionally since 1995 and my work has appeared on NPR and in Vibe, XXL, Village Voice, LA Weekly, SF Bay Guardian, Scratch, URB, Wax Poetics and other publications.

To compete with the likes of Gawker, especially in edgy areas like music and TV, Oliver and his cohorts will have to lift their voices.

07:19 AM

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Oh? And did the lack of bylines in The Economist ever limit its success relative to "other" business publications? Not that I ever approved of their haughty anonymity, but success is success.

My judgment, questionable though it is, is that names or lack thereof will be a negligible consideration as far as Microsoft's success.

Even credentials and expereince may be irrelevant. All that really matters is that their bloggers are in sync with their intended audience.

-- Jack Krupansky

Posted by: Jack Krupansky at August 8, 2005 11:03 AM

Firstly, they are MSN blogs not Microsoft blogs. The MSN brand is pretty strong in consumers perceptions and it's incorrect to report these blogs as Microsoft.

Secondly, there seems to be some pretty well qualified people behind the MSN blogs - and there at least seams like a determination to support blogs at MSN versus BW (Blogspotting demonstrates this 100% we believe)

Posted by: Piers Fawkes at August 9, 2005 08:25 AM


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