November 30, 2006

White Papers and the Executive Blogger

Today's business executives have a lot on their plates, and their time has become as valuable as money. So when it comes to processing information, the mediums that allow them to assimilate quality information quickly usually win out. This is one of the reasons that blogging is starting to become a popular trend with them. According to Kevin O'Keefe's LexBlog, around 21% of executives read business blogs once a week. According to the research, execs are reading blogs to stay ahead of their competition because of the timely info they contain. The research also goes onto to show that:

  • The Vast majority (96%) of Fortune 1000 senior executives have some familiarity with blogs.
  • 30% report that they have a thorough understanding of the term ‘Internet blog.’
  • 15% of the Fortune 1000 executives report that someone in their organization is currently writing a blog related to the company or its activities.
  • Only 3% of execs say their company has changed its products, services or policies because of publicity generated by a blog written about it.

Are blogs becoming popular because of the limited time that is required to read them? Could white papers be popular for the same reasons?

While blogs are updated more frequently, I think the two mediums have a lot in common: High quality information - concise size- rapid assimilation of facts - key points clearly articulated with summary text and visuals.

One thing is for sure: Executives will have less time to devote to the assimilation of information in the future. Both blogs and white papers fill a niche that satisfies this need.

Do you see similarities between white papers and blogs?


At 11/30/2006 05:41:00 PM, Anonymous Michael Stelzner said...

Jonathan - Nice post. I think blogs will the need for "news" and white papers fill the need for "research." They are fingers on the same hand.

By the way, how do I subscribe to auto notifications of new posts?


At 12/01/2006 07:02:00 PM, Blogger Kevin O'Keefe said...

Interesting stat, 21% of execs reading blogs, Jonathan. I regularly use it and explain to people who say that their target audience does not have the time to read blogs. It's just the opposite. Busy people need to read blogs to stay up to speed on niche topics - there's no easier way.

At 12/02/2006 08:40:00 PM, Blogger Jonathan Kantor said...


Yes, I think you are correct.

I wonder how long it will take the traditional media will realize this and stop attempting to downply blogs as a medium used by "geeks in pajamas".


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