Hand me that bauble because it's blog-of-the-week time again. The lucky recipient of gong No. VIII is Salon blogs. Resounding applause. And deservedly, too.
What can one say about Salon? It has fought the good content fight, and although the parched New Economy landscape is littered with the bones of those who didn't make it, Salon continues to tramp along, determined to get to where the pastures are green. Despite regular doom-laden articles in journals such as Business Week and Forbes, the San Francisco-based site now has 45,000 people who value a voice that's unique and independent to the extent that they pay for Salon Premium.
The online zine celebrated its seventh birthday recently, and editor David Talbot used the occasion to hit back at those who have been predicting Salon's demise for years:
"More overeager obituaries are certain to follow. But perversely, Salon still has a pulse," he wrote in a letter to readers. Salon, he said, "has established the fundamentals of a solid business — including over 3.4 million monthly readers and more than 500 advertisers". Profitability will follow, he insists. Really?
Talbot's letter was followed a day later by the company's quarterly results and these must have sobered up its most ardent supporters. The company's $1.5 million fiscal second-quarter net loss was greater than its $1 million in revenue, despite strong growth in subscriptions and advertising revenue. And in its SEC filing, Salon issued a "going concern" notice, which is a warning to investors that unless it gets more money it might go out of business.
Still, whenever the bailiffs approach the door, Salon always finds some way of repelling them. Maybe Salon blogs can help out here. Under the guidance of the outstanding Scott Rosenberg, the zine's managing editor, Salon blogs offers an alternative home to those who might otherwise find refuge at Blogger any of the other blog-hosting addresses. The advantage is guaranteed traffic, and of the finest kind as well. Who wouldn't want intelligent, savvy, affluent readers? Salon Blogs are powered by Radio UserLand, which lets bloggers post new items from a browser with one click. The tool automatically builds the site and organizes and archives posts. The software and service are free for a 30-day trial, then costs $39.95, which includes one year of software updates and site hosting.
So, whither Salon blogs? Another year will tell a lot. Those who say blogging's a fad may see their cynicism confirmed; those who believe we're seeing the emergence of a disruptive force that will affect everything from journalism to platforms might ending up being rewarded for their vision. Salon, has placed a small but significant bet.
Any my favourite Salon blog? It has to be "The Reverse Cowgirl's Blog" (wherein a writer attempts to justify the enormity of her porn collection). She's devastating on Lisa Guernsey, who had an article in the New York Times on 28 November titled, "Telling All Online: It's a Man's World (or Is It?)". It was too much for the The Reverse Cowgirl:
"my word, isn't Gloria Steinem dead yet? good lord, in 2002, can't at least cyberspace be free of the old crybabying of feminist wanna-be victims who spend too much time and too much ink bleating and pointing at one more forum in which they've decided that bad men are keeping good women down?
one of the nicest things about the blogosphere is that it still operates solely under survival of the fittest principles. if your blog sucks, no one will visit it; if your blog does not suck, people will read it. of course, if you only update your blog once every other menstrual cycle, like Guernsey, you can always just blame men for its lack of popularity."
We should be grateful that Salon has provided such a refreshing voice with a pulpit.