The Clog

AdAge publisher Scott Donaton posted on his blog today, When Trains Fly, the concept of The Clog. The Clog stands for The Column Blog (which I suppose would further translate to The Column Web Log). Basically, Scott is bucking the argument that bloggers must constantly post, at least once a day, to keep readers. He argues that this leads to posts of, let's say, lower quality.

Scott's plan is to combine the idea of a magazine column with a blog. I think he came up with a great name; it's funny because, really, the aim is to unclog the blog. However, I don't think this is anything new. While it's true that the most successful blogs (Engadget, Mashable) have heavy post volume, others, like AdAge, use the blog platform as a publishing technology, but aren't really blogging in the traditional sense.

My point is, just because you're using a blog platform to facilitate posting, doesn't automatically mean that you have to be a blog or conform to the "blogger's code."