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Is Blogging Going Extinct—or Evolving?

Heidi Thorne is a self-publishing advocate and author of nonfiction books, eBooks, and audiobooks. She is a former trade newspaper editor.

At a networking event, one of the participants commented that blogging seems to be falling by the wayside. While I can agree to a degree with that statement, I think rather than going extinct, it is evolving into something else.

What's interesting is that blogging, as we would recognize it, has only been around since the mid-1990s. And to receive a comment suggesting that blogging is declining is testament to the speed at which the Internet universe evolves.

In observing both the blogosphere and marketing universe for decades now, I've noted three distinct evolutions of what I would consider blogging.

Writing Articles (Or Blogging Unplugged)

Long before there was such a thing as the Internet, experts and enthusiasts sought to get attention for their work with articles in print magazines and newspapers. To have an article appear in a national magazine was a true badge of honor because it usually had to pass editorial review before any paper and ink were dedicated to it in the publication. The article writers could get reprints of the articles to distribute to customers and prospects... sometimes having to pay a hefty fee to get them from the publisher.

Unfortunately, these opportunities were few and far between. And writers had to be seriously good to even be considered for an article placement. Plus, the writers had to spend quite a bit of effort and sometimes dollars to send copies via snail mail to people they wanted to reach.

The Blogging Boom

Then the Internet arrived. By the mid-1990s, users had the ability to post an online diary or journal of sorts. This chronological entry aspect of blogs continues to this day. While early blogs may have been journals about the blogger's personal life (and many still are), eventually posts started to look more like "blogging unplugged" articles, as opposed to diary entries.

By as soon as the early 2000s, there was growing interest in blogging. Three major developments converged to make it a movement:

WordPress. In 2003, the WordPress blogging platform made the scene and, in my opinion, that was the watershed moment that really launched the blog movement. With its robust and flexible platform, blogging was easier and accessible to everyone, giving more people a voice on the web and in the world.

Google. As article writers of old were painfully aware, getting attention and recognition for writing and expertise was tough. Even on the early web, getting attention was done through such things as newsgroups. While there were other search engines prior (Lycos, Ask Jeeves, etc.), when Google launched its search engine in the late 1990s, blogs now had a better way to get found.

Google AdWords/AdSense. As more blog posts got more eyeballs looking at them, often due to search engine traffic, advertisers wanted a slice of the blogging pie. But placing ads on individual blogs could take a lot of research, time, and investment, often with little return for advertisers. And bloggers also had a hard time finding suitable advertisers to monetize their sites.

So when Google's AdWords (for advertisers) and AdSense (for bloggers) programs made the scene in the early 2000s, it was a major boon for blogs. This system effectively brought together advertisers and bloggers, serving ads on blog sites based on visitor interests and online behavior. Everyone wins: Advertisers can expand their reach, bloggers make some money, and visitors only see ads that interest them. It worked brilliantly and some early adopter bloggers became quite financially successful because of it.

This has been the blogging model since about the mid-2000s. But that era may be coming to an end.

The New Blogging Age

In all honesty, I got started on the blogging path late in the game in early 2010. Prior to that, I was so involved with my newspaper editor and promotional product work that blogging wasn't a good fit for me and my time was at a premium. But as the newspaper business started to wind down for me, I looked to self publishing, both books and blogs, as my next adventure.

Unfortunately, even within less than a decade of the start of the blogging boom, the possibility of making consistent and easy money from blog advertising was already starting to wane. The amount I was making from my self hosted blog from AdSense ads was a pittance compared to the effort I was putting in. I'm willing to admit that part of this may have been due to the narrow niche of my topic at that time. But even then, it was starting to get discouraging.

I also hoped my blog would build my B2B (business to business) sales. But when visitors did pop on over to my sales sites, they were tire kickers.

As the blogging era rolled on, it became tempting to justify investing in costly or low income sites as simply a way to build an expert status or following. This was especially the case for business blogs. True, building a reputation is the end goal for having a blog! However, I think that this attitude encourages bloggers to abandon measuring their blogs' success, causing them to over invest in their sites in the name of "PR."

Though its easy-money heyday may be pretty much over, blogging isn't dead... yet. But by the mid-2010s, blogging evolved into a much more complex and challenging adventure due to a number of technological and cultural developments.

Ad Blockers

Site visitors want content, but they don't want ads. Most don't understand that content development has a cost that needs to be paid, and that this cost is usually covered through advertising revenue. Sure, visitors can "whitelist" an ad blocked site. But for some visitors, that may be a hassle, causing them to just abandon the site without viewing. (I've even done that myself.) And who gets nothing because of this behavior? Bloggers. So, today, other income strategies need to be employed.

Advertising Income Versus Affiliate Income

Some very successful bloggers (especially those who started early in the game) may still identify AdSense-type advertising income as a major income source. But today, many are just as likely to report "affiliate income" as a significant source. Affiliate income is commissions based on sales of products or services initiated or completed through blog sites. The blogger usually features the offering right on the site, usually in blog posts, or in email marketing efforts.

Featuring these products and services for sale can require disclosure of the financial relationship the blogger has with the seller.

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The Rise of "Influencers"

Bloggers who have significant followings are now considered influencers because they can sway opinions and buying behavior of their followers. This makes them attractive to advertisers. So advertisers may offer them incentives to talk up products and services on blogs, websites, and social media channels. Those incentives could include free products, VIP opportunities, and especially cash. Today, "bloggers" may even be more inclined to call themselves "influencers," in the hopes of landing advertising sponsors.

More importantly for both advertisers and bloggers is that talking up products and services with blog posts, as opposed to running advertising for them, can help get around the ad blocker problem. It's not technically "advertising"... or is it?

The most problematic thing for influencers is disclosure. Improper or missing disclosures of financial relationships between advertisers and influencers can raise scrutiny from government agencies such as the FTC (Federal Trade Commission). Taxing bodies such as the IRS (Internal Revenue Service) are also watching for unreported influencer income of cash and other benefits. (Check for appropriate government agencies outside the United States.)

The Rise of "Content"

Blog articles and posts are now starting to be called "content." Though content can still mean articles, it also may be a combination of offerings including podcasts, webinars, videos, online courses, and photos. Though not a direct source of income, the main goal for content is to build a following and expert status, or even to become an influencer, which could be lucrative.

Content can also be sold by bloggers, either through paywalls and subscriptions, or by selling products such as eBooks and online courses. But unlike AdSense type advertising income which requires little or no action on the part of the site visitor, selling content is not an automatic income stream. It requires a dedicated marketing and selling effort.

Paywalls and Subscriptions

Some blogs (and even larger media companies) have sought to monetize their websites through gated content. Gated content means that in order to read posts or other content, visitors must pay in some way to view. This can be done through paywalls and subscriptions.

Paywalls are mechanisms which don't allow site visitors access to content unless they pay a fee. Some sites may allow visitors to view a certain number of posts for free per month before a fee is charged. Others may allow visitors a summary view of a post and then ask for pay to see the whole thing. Still others may require a monthly or annual subscription for any access. Some may even ask visitors to "pay" for content access by signing up for an email subscription.

Of today's blogging income strategies, paywalls and subscriptions can be the most challenging. Site visitors have become accustomed to free and completely available content on the web and are already suffering from information overload. So paying a fee of any sort—even if it's an email subscription—is usually reserved for only the most premium and desirable content. And how desirable does content have to be for visitors to part with their cash or email address? It better be pretty great since other equally valuable content is just one click away somewhere else on the Internet for free.

The Rise of the Blog "Business"

Lots of people would like to make some coin while blathering on a blog about anything and everything. Like those who dabble in the small business realm, these bloggers are "hobby" bloggers. It's easy enough to get started. So why not?

While hobby bloggers still exist, those bloggers who are more serious quickly realize that it takes quite a bit of effort to keep a blog going in addition to actually writing posts. As the blogging landscape gets more and more competitive—not only with other blogs, but with every other content option, including apps and multi screen entertainment viewing—bloggers are finding that they need to put a lot more investment in advertising and administration. Isn't it ironic that bloggers may have to invest in advertising to build traffic so they can make money from advertising placed on their sites?

To help keep all those expenses from eroding income, serious bloggers may create a business so that they can write off qualifying expenses on their tax returns. (If this describes you, consult with an attorney, CPA/tax adviser, and commercial liability insurance broker to discuss issues that will apply to setting up and running your business.)

The "Influencer Content Business"

In the subheadings for the above discussion, three terms were in quotes: Influencer, Content, and Business. This was not by accident. Today, the combination of those three aspects embodies what blogging is today: Influencer Content Business.

An Influencer Content Business is one whose primary mission is to build a following and income by offering content (of all types) that is created by a blogger/influencer. While the term "Influencer Content Business" may not catch on, it embodies what successful blogging looks like now.

This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.

© 2017 Heidi Thorne


Heidi Thorne (author) from Chicago Area on January 19, 2018:

Mary, blogging is a tug of war of goals. We want engagement and traffic, but we want money, too. Like you, I just enjoy writing and sharing my knowledge. Plus, it helps me keep my critical thinking skills sharp.

I've been enjoying your beautiful tourism hubs! I hope you do keep writing.

Thanks for stopping by and have a great weekend!

Mary Norton from Ontario, Canada on January 18, 2018:

You have moved me to think on my blogging or writing for that matter. It is more of an engagement for me but then, I get caught up in traffic, earnings, etc. I still don't know what to do but I like writing as it forces me to improve my skills so I will keep writing for awhile.

Heidi Thorne (author) from Chicago Area on October 18, 2017:

Hi Leah! Isn't it amazing how much time people seem to spend writing online? I agree it's a full-time gig.

I think there is somewhat of a distinction between blogging and article writing, although the difference has been quite blurred over time. I also think that businesses might find more benefit in calling these posts "articles," as opposed to "blogs," since articles may seem more professional.

Thanks so much for adding that insight to the conversation! Have a lovely day!

Leah Kennedy-Jangraw from Massachusetts on October 18, 2017:

Wow really interesting and informative stuff here. Until I started writing on Hubpages I never realized how much time people need to spend on writing online if they want to be successful. It really is a full time job.

I agree with Mary, even if the terminology is evolving. I still see 'blogging' as something different than writing articles. Although many businesses have blogs on their sites I feel blogging indicates a less formal, sometimes more personal tone. But that is just my interpretation.

Heidi Thorne (author) from Chicago Area on October 16, 2017:

Mary, you got that right! While we all love blogging about what we love, somebody's gotta pay the bills.

You make an interesting point that you don't consider yourself a blogger. I think many would have a similar sentiment. Most of us started out writing "online articles." The concept of a blog really evolved from there.

I'll also agree that keeping up is a constant challenge. Just goes with the territory unfortunately.

Thank you for sharing your experience with us! Appreciate your support. Have a terrific week ahead!

Mary Wickison from USA on October 16, 2017:

Interesting article as always.

I wrote an article here on Hubpages about crowdfunding a sailing adventure. Well lo and behold, it sparked one of the owners which I mentioned to make a Youtube video about it and he called my article a 'blog'! I was a bit hurt because I don't consider myself a blogger.

It is difficult to keep up with the changing environment of the internet, but I see a shift away from the 'hobby blogger' as you say, to business. This should really come as no surprise because without ads and people making money, there would be no internet.

This is something I see here on Hubpages, there is a great divide between those who do creative writing and those who write for money. Without articles which generate income, there would be no Hubpages.

Heidi Thorne (author) from Chicago Area on October 16, 2017:

Larry, whether we write for fun or profit, I think we'd all like to make more money from our blogging adventures. :) Glad to see that you are clear about what you expect from your blogging efforts. Wish more people had that clarity. And, I agree, it needs to be fun, regardless of your ultimate objective.

Thanks so much for sharing your thoughts with us! Have a wonderful week ahead!

Larry W Fish from Raleigh on October 16, 2017:

A great article, Heidi! I think there are different types of bloggers. Those like myself that write for the fun and enjoyment of writing. I am retired and it gives me joy in writing stories and having someone tell me how much they enjoy it. Then there are those that write primarily for the money. I wouldn't mind making more money from my online writing, but I am not obsessed with it. Writing, in the blogging sense, as with anything else in life needs to be fun. If you hate blogging but are doing it just for the money, you are on the wrong path in life.

Heidi Thorne (author) from Chicago Area on October 13, 2017:

Hi again Linda! So glad you find my posts helpful. Thanks for your support and comments. Have a lovely day!

Linda Crampton from British Columbia, Canada on October 12, 2017:

This is another thought provoking and useful article, Heidi. I always get new ideas when I read your articles! They are educational as well as interesting.

Heidi Thorne (author) from Chicago Area on October 12, 2017:

Donna, I would say that any popular hobby topic blog is feeling the overcrowding effect, regardless of whether they're doing it for fun or profit.

I, too, have to keep evaluating my blogging adventures to make sure I'm not over-investing in a sinking ship. Luckily, especially here on HP, it still provides a way for me to measure interest in various topics... and connect with some amazing writer friends (you're in that group!).

Thanks for sharing your experience from your neck of the blogging woods! Have a lovely day and weekend ahead!

Donna Herron from USA on October 12, 2017:

Interesting to read the (short) history of blogging. I've certainly seen the craft blogging landscape change. I think it's gotten a lot more crowded and it is harder to get traffic if you are just a hobby blogger (not someone blogging as a full-time job). I think this over-crowding has pushed out the casual craft blogger, but has promoted some bloggers to craft superstars who are willing to look at it as a business and partner with companies to promote their products to make money. This changing landscape is making us all look at blogging differently.

Heidi Thorne (author) from Chicago Area on October 12, 2017:

Laura, I love that shoveling with an ice cream scoop analogy! It sure does feel that way sometimes. Breaking into fields like writing is always challenging indeed. Glad to see you're committed to keeping going. Thanks for stopping by and sharing with us! Have a lovely day!

Heidi Thorne (author) from Chicago Area on October 12, 2017:

Flourish, I'm glad to see you're still having a good time blogging here on HP even though it's become more of a business for you. Same for me, largely due to the great connections I've made here (like you). Thanks for sharing your experience, as always, and have a beautiful day!

Laura Smith from Pittsburgh, PA on October 12, 2017:

Very interesting. I guess the writing world is always evolving and always a challenge to break through, as with any creative industry. It feels like trying to shovel a mountain of dirt with an ice cream scoop sometimes, but I keep plugging away.

FlourishAnyway from USA on October 11, 2017:

Oh, I can see an article on the horizon about how to go from being an author or blogger to an influencer. As I’ve become more successful on HP, admittedly it has become more of a business for me, but it sure doesn’t take the enjoyment out.

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