Before we move from the Bernie Miklasz bogus Blog topic, let's look at how Bernie Miklasz and the St. Louis Post Dispatch could have handled this foray into techno coolness.

The News and Record is a daily newspaper in Greensboro, North Carolina and it has come out swinging in terms of Blogs and syndication. They get it and they're using it to leverage a relationship with their readers. The AP has a fantastic story on the News and Record's adoption of Blogs. Well worth reading.

If you go to the News and Record site, you'll see a button option for Blogs at the top of the page. Click on that button and welcome to the world of Blogs done right. You are whisked away to a page detailing 12 Blogs. Everything from the Editor's Desk to Sports is covered. Since we just walked through what Bernie Miklasz and the St. Louis Post Dispatch call a Blog, let's take a look at the News and Record sports blog.

Gorgeous, eh?

They meet the three simple criteria. It's chronological with links to each day. Heck there is a calendar right there. Score 1-0.

The Blog is definitely written by the person without an editor's touch. It appears to be Moveable Type, so the blogger has instant access to the publishing tools they need. Score 2-0.

Syndication? You're asking for syndication? It's right there. They offer two direct feeds to this Blog and they both work! No general uselessness the St. Louis Post Dispatch provides. Score 3-0.

The News and Record just shut them out.

Once a media company, or any company for that reason, understand the power of communicating with their customers and developing a new relationship, they'll experience growth like they never thought possible.

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