I have been writing blogs for about 3 years and it is helping me to get some messages and information out to partners, customers, students, researchers and others who share the networked economy passion.
About a year ago I was invited by finextra to start blogging on their site. As I have a background in banking and especially e- and 3rd generation e-banking I was glad to test out if my input would interest readers in this channel. Usually I publish the same stories in both - but add financial industry aspects in the Finextra version.
The results have been rather impressive. While 3 years here have produced 15 000 page views - 1 year in Finextra have produced 120 000.
What does this say? First of all that the media matters - easy to find > brings in readers and more comments (not much though). Secondly that you can reach the audience without the help of journalists. This "filter" is of course sometimes very useful - but sometimes it is not adding anything but time. Sometimes more "neutral" journalists naturally add credibility to your cause - but then again may take away part of the passion - and are not necessarily much more trusted than the writer. A conclusion may then be that both are needed - and that the demands on both is on the rise.
See the big picture, show the big picture, get going, go deeper, keep going - and all the time communicate so that the market (inlcuding your competitors) get it.