Scott Hensley is opening up this panel discussion focused on authority and brands. Scott works on the Wall Street Journal Health Blog (see http://blogs.wsj.com/health/). He notes that they usually have three new items on the blog by 9 am each morning. Throughout the day, they may add more items pertaining to the news and later in the afternnon, they’ll post more feature-like items. They average about 7-8 entries per day. By virtue of the way in which any news publication works, they work collaboratively. (Note, I’m hearing mutterings near me that the result really doesn’t seem like a blog at all, lacking that individual authentic voice characteristic of a blog. The Wall Street Journal approach is much closer to a simple online publication, seeking to maintain that aura of objective, authoritative reporting). When questioned, Scott responds that there are different flavor of blogs.

Fabien Saveney of Seed Media Group indicates that he thinks they are operating successfully because they are using that crossmedia approach recommended by Chuck Richard of Outsell. They have both print and electronic publications. Seed Media characterizes their activities as incorporating social media, print publishing, conferences, and digital media. If you are unfamiliar with this organization, you may want to take a look at ResearchBlogging.org, launched just this past Monday, which serves as an aggregation of research publications blogged by individual scientists.  You may also want to look at ScienceBlogs.com, which consists of 100 blogs around the world, generating 75,000 posts with 1.3 million readers and generating 1,000,000 comments from those readers.  (Click through at http://researchblogging.org, http://scienceblogs.com)

Their recent survey yielded some details about their users — an average age of 34 years, predominantly male, working in the scientific realm, a healthy percentage of post-graduate degrees. Most interestingly, a significant percentage of these readers read ScienceBlogs.com for insights and information that they do not feel they can get elsewhere. The participants on the site like the idea that they are talking to other practicing scientists from around the world.

Joy Moore, Publisher, Nature Publishing Group is up now to provide an overview of Nature Networks and what they’re doing with the blogging technology in partnership with the International Society of Nephrology (see ISN Gateway at http://www.nature.com/isn/).  Blogging is a big part of Nature Network (two editors recruit and screen bloggers to participate on the Network, she herself admits a strong editorial presence there). There is the social element of “Pub Night” in Boston and London and the SciFoo camp. She also mentions ScienceBlogging2008! They have 45 active bloggers, also an international approach.  Postdocs, grad students, assistant and associate professors are the younger population embracing this network. The value of the ISN gateway was to leverage the strength of the network in support of that society’s activities while also recruiting younger members.

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