Are blogs competition?
Noted editor Bonnie Fuller has launched Bonnie Fuller Media to meet the evolving needs of her longtime loyal following. Twice named Advertising Age's "Editor of the Year," she's been responsible for some of the magazine world's most well-recognized titles, including having served as Vice President and Chief Editorial Director of American Media (Star, Shape, Men's Fitness, Natural Health, and Fit Pregnancy) and Editor-in-Chief of US Weekly, Glamour, Cosmopolitan, Marie Claire, YM, and FLARE magazines. Generally credited with inventing the “celebrity lens" school of journalism, she is a frequent contributor to a variety of media outlets including HuffingtonPost.com and Advertising Age and regularly participates on media industry panels.
Question: Are blogs competition?
Fuller: That makes it . . . our job harder, definitely. But I think that we’ve done a really good job of being able . . . We’ve got a great reporting news operation; being able to get deeper reporting, new reporting, different stories than has been . . . than has been out there on the Web. And I think one of the things that happens online is, you know, they have bits. They’ll give like a nugget of this, a nugget of that. And yes they’re giving you more info. However because they’re just reacting so quickly, they don’t . . . they don’t, I don’t think, have the teams to do some of the deeper dig . . . the deeper digging that we’re able to do. And our sales have actually been up this year over last year. And we’ve broken, you know, a bunch of stories, including the fact that Angelina is pregnant with twins, which none of the blogs had. We got it. So it . . . Yes it makes it harder. But on the other hand it also creates even more interest to see a fuller story that we are then able to present at the end of the week. And we always . . . almost always have new information. Recorded On: 1/30/08
"Star," Fuller says, gives readers a more complete picture than a blog.