Following a link on Swedish newspaper Dagens Nyheter this morning took me somewhat by chance to Allt om barn (literally, Everything About Kids). It’s not the kind of site I ordinarily visit but I took a bit of time to look around because the green colour caught my attention.
Allt Om Barn is part of the same corporate media empire that is responsible for DN and Expressen, two of the biggest media players in Sweden.
What kept my interest longer than a nanosecond, besides the colour green, was that I found it intriguing to see a corporate site working so hard to involve blogging. A selection of PR staff, columnists, editors and writers, linked by their interest in children, are blogging actively about family life and all that entails. Including parting shots of Expression’s newsroom.
It seems that this year is the year that blogging is really beginning to go main stream in Sweden. It’s no longer now just the territory of the hip and innovative. It’s appearing on what I would really consider corporate media sites and becoming part of the general media fodder. To put it another way; it’s light, bright and shiny online textual content. It’s cropping up as a natural way to generate web-traffic and, more importantly, build and hold an audience.
If you don’t read Swedish it’s a shame because site editor Ninni Schulman’s blog is both entertaining and informative.
It will be curious to see if Allt Om Stockholm embraces blogging too.
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