Q: Why are my newspaper’s blogs not being read that much?
A: They’ve been placed in the wrong spot. Your customers search for knowledge by topic first, structure (editorial and presentation standards and goals guiding the creation of the content) second.
Action to take: Intimately integrate your blogs’ content into the appropriate topic area of your site.
Read the Gawker post about it:
Nearly all newspaper websites mistakenly segregate their blogs off with the other blogs. They’re organizing by form, not by content. … This means that most of the blog writers end up screaming into the void.
Readers just don’t come to a newspaper’s website looking for a messy passel of blogs. They come looking for sports, or fashion, no matter what “form” it’s in. Old newspaper editors may think blogs are some crazy different variety of publication; readers don’t.
[...] Content, not structure, is what matters to your customers. Bring it to the fore. This was discussed by Gawker (and my response to that post is here.) [...]