This is purely a personal perception which I have not had chance to investigate too much but it’s a view that may resonate with others.
I work for an organisation that has not yet embraced blogs internally, but does do quite a lot with newsletters. I rarely read these newsletters, and I know that others are similar. I take in far more information through blogs that I ever do through newsletters. So why is that?
Some of it, I am sure, is related to to a lack of concentration of my behalf. I have become the ultimate skim reader. If the title or the context don’t make we want to read – I won’t. Skim reading newsletters is not easy. They are normally created in a form that assumes that they will be printed off, this doesn’t facilitate skim reading. I tend to skim read because most of the time I don’t need to know a piece of information, it’s more important for me to know it exists and that I can get hold of it quickly. That’s where blogs have a huge advantage. In my reader I can see that thousands of bits of information exist, when I need them I can go and get them. I know that the information exists because I have skim read through. If something new and pertinent comes up I’ll read it there and then but normally I’m in skimming mode. Why should I waste my time reading something in detail?
Another reason is similar to this one, but subtly different. An individual blogs tend to deal (if they are done right) with a single subject. Newsletters tend to deal with a multitude of things. Finding the quality in all of the words is very difficult (and boring).
The final reason (for me) is that there is a sense of control with blogs which corporate newsletters don’t have. I have configured my reader to go and get information from this particular source, I am in control. Compare that to my normal attitude to newsletters – “oh no, what have communications set me now”. The ownership is completely different. Yes I know these communications people are trying to do me a favour, but it doesn’t feel like it.
So give me a feed any day, don’t bother sending me a newsletter, and definitely don’t give me another repository to look in.











