Business News Web Logs:Content Analysis and Survey

Commissioned by theDonald W. Reynolds National Center for Business JournalismWalter Cronkite School of Journalism and Mass Communication

Arizona State University

www.BusinessJournalism.org

Content Analysis• Researchers examined 100 newspaper

websites random chosen from nation’s 1,400-plus daily papers

• Also examined the websites of the nation’s 50 largest newspapers

• Also examined the sites of five online-only business websites

Blogs in 1,420 Newspapers

10%

25%

65%

0% 10% 20% 30% 40% 50% 60% 70%

Newspapers withbusiness blogs

Newspapers with non-business blogs

Newspaper withoutblogs

(Approximate values, based on sample of 100)

Business Blogs at Top 50 Papers

76%

24%

0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Big papers withbusiness blogs

Big papers with onlynon-business blogs

Big papers withoutblogs

Business Blog Activity in Sampled Papers

3

5

9

0 2 4 6 8 10

Median number ofblog postings/week

Median number ofparagraphs in blogs

Median number ofreader comments in

two weeks

Survey of Bloggers• Business bloggers identified in content

analysis were surveyed.

• 44 respondents.

• Multiple responses allowed in graphs that add up to more than 100%.

Current Newsroom Position

2%

2%

2%

16%

23%

53%

0% 10% 20% 30% 40% 50% 60%

I am a general assignmentreporter.

I am an editor for our businesssection.

My full-time job is blogging forour business section.

I am a business columnist.

Other

I am a full-time businessreporter.

Posting Frequency

16%

32%

30%

14%

7%

2%

0% 10% 20% 30% 40%

Several times a day.

At least once a day.

Several times a week.

At least once a week.

Several times a month.

Only occasionally.

Typical Number of Responses to Postings

30%

48%

16%

2%

5%

0% 10% 20% 30% 40% 50% 60%

None

1-5

6-10

11-20

More than 20

Do Editors Set A Target Number of Postings?

28%

9%

63%

0% 10% 20% 30% 40% 50% 60% 70%

Yes, and I usually meetor exceed that target.

Yes, but I usually don'tmeet that target.

No; I'm free to post asoften as I feel

necessary.

Readers Who Respond

34%

46%

20%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Most are readers whorespond occasionally.

A few regulars respondoften, but there also are

many others who respondoccasionally.

Most responses comefrom regulars.

Do Editors Set Guidelines on Content?

16%

44%

26%

5%

9%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

No, I am free to write whatever I want.

No, but I am sure there is a line over which Ishouldn't step.

Yes, my supervisors verbally have given megeneral guidelines.

Yes, our news organization has a set of writtenguidelines for bloggers.

Other

Blog Specialty or Focus

16%

18%

16%

7%

9%

9%

7%

2%

9%

7%

55%

0% 10% 20% 30% 40% 50% 60%

General business

Technology as business

Technology for consumers

Small business

Real estate

Stock market

Personal finance

Taxes

Economy

Major local employers

Other

Who Suggested Doing the Blog?

12%

33%

56%

0% 10% 20% 30% 40% 50% 60%

Other

My editors suggestedthe idea to me.

I suggested the idea tomy editors.

How is Blogging Work Compensated?

0%

2%

5%

9%

84%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

I get time off for doing my blog.

Other

I am paid extra for doing my blog.

I am a volunteer blogger who isn't paid.

My blog work is part of my normal workload andpay.

Do You Blog Live from Events?

21%

37%

19%

23%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Yes, frequently.

Yes, but rarely.

Not yet, but I plan to.

No.

How Long Are Typical Postings?

0%

47%

51%

2%

0% 10% 20% 30% 40% 50% 60%

One paragraph

2-3 paragraphs

4-5 paragraphs

More than 5 paragraphs

Other Business Bloggers at Your Website?

14%

19%

28%

40%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

No, I am the onlybusiness blogger.

Yes, 1 other businessblogger.

Yes, 2-3 other businessbloggers.

Yes, more than 3 otherbusiness bloggers.

Problems with Reader Responses?

25%

34%

53%

31%

0% 10% 20% 30% 40% 50% 60%

Inappropriate language

Bad or incorrectinformation

Spam

Flame wars betweenresponders

Advertisements on Your Blog Page?

49%

12%

27%

12%

0% 10% 20% 30% 40% 50% 60%

None.

One.

Two to three.

More than 3

Benefits of a Business Blog?

60%

74%

40%

88%

53%

33%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I can get breaking news to readers quickly.

I can interact more closely with readers.

The blog generates tips and story ideas fromreaders.

The blog is a good place for small items thatnormally wouldn't make the paper.

I can explore topics I normally wouldn't cover.

I can express my opinions about business topics.

Negatives of Doing a Business Blog?

52%

5%

48%

8%

12%

0% 10% 20% 30% 40% 50% 60%

Doing the blog takes away my time for reporting.

I have to interact more often with readers.

Far fewer readers see my blog postings than readmy printed stories.

Good story ideas sometimes are wasted as blogentries.

Reader comments must be moderated to keep outbad language, spam, etc.

ResearchersStephen K. Doig

Professor and Knight Chair in Journalism

Walter Cronkite School of Journalism and Mass Communication

Arizona State University

Sonu Munshi

Graduate Assistant

Walter Cronkite School of Journalism and Mass Communication

Arizona State University

Questions?Call or email:

– Steve Doig, study author • 480-965-0798 • steve.doig@asu.edu

– Andrew Leckey, director of Reynolds Center

• 480-727-9186• andrew.leckey@businessjournalism.org