My last post was about the fashion magazines of last century. When we move forward we meet more and more often with the term ''bloggs''. A blog is a personal journal published on the World Wide Web consisting of discrete entries ("posts") typically displayed in reverse chronological order so the most recent post appears first. Blogs are usually the work of a single individual (blogger), occasionally of a small group, and often are themed on a single subject, (Blood, R. 2000).
So who's more influential nowadays? Magazines or blogs?
Granted it’s the power blogs that consistently take the top spots in our raking of influential fashion blogs, but using the exact same ranking criteria, bloggers are edging out magazines who (often) have larger staffs and larger budgets when it comes to influencing readers online.
The reason why we spend so much time on an objective ranking of fashion blogs, however, is precisely because there are people who still do ignore bloggers and independent publishers and try to write off the significant audience shift in fashion media as a passing fad. Print isn’t dead –advertisers will keep it alive; but digital is the future, and it’s a future where a multitude of strong individual voices can rival the influence of a more prominent, institutional few. That said, the structure of influential blogs is increasingly similar to that of print publications, and probably not so different from their online departments. While there are more than a few solo acts topping the rankings, increasingly it’s blogs with multiple editors, writers and support staff competing with and pushing the magazines out of the top spots.
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