I read an interesting conversation on Gary Goldhammer’s blog, Below the Fold. Gary writes on “New journalism, modern public relations and shifts in media practices.”

In a post entitled “Unbundled Journalists: Every Reporter is a Freelancer – and a Brand,” Gary suggested that new media empowers journalists to create their own brand, and thereby

“break the surly bonds of their media masters…In this new model, reporters, not newspapers or networks, are the brands.”

True. I think immediately of Jeff Jarvis, Michelle Malkin, David Sifrey, Guy Kawasaki.  I could probably name a few more but what about all us other citizen journalists?  You know, the other 35 million?

Gary received a comment from John Cass that shed some light on this topic,

“I think that while media institutions are successful when they give more freedom to journalists, it’s the combination of talented individuals and a company that provides a structure that supports a journalist is really the winning combination.”

I think Cass has it right and Gary acknowledged the contribution of his comment. I am not a career journalist so my perspective may be different but I believe that the most efficient and productive model for blogging (for those of us not on the A-list) is a network that merges independent voices in a topical platform.

Know More Media’s business blog network is a convergence of the worlds of “independent journalists and institutions.” That said, we really don’t use either of these terms. The business professionals that write for Know More Media are just that – business experts and practitioners – they just happen to also write well and want to share their voice.

I also don’t consider Know More Media an institution. We are certainly a company. However, our KMM team is small as companies go and miniscule relative to the number of authors. Our motive is to grow a business that we believe has competitive advantages and that adds value to the collective good. We seek a profit (stand-by on that).oweverHo

We thought a lot about brand and looked at several models and successful brands and companies. We hope that each individual blog does become a brand. Each of our blogs has a unique URL, a unique masthead reflective of the blog, and the author is expected to write with a unique and independent voice. We don’t dictate topics, content or edit.

Now for some convergence. We believe (as do our authors from what I can tell) that there are great benefits to joining a network. A network provides a platform and has a much higher likelihood of aggregating traffic for distribution and monetization. I am also continually surprised at the sense of community our writers feel. We promote this community through an internal blog, contests and communication. It does not mean that every blogger should join a network, but it is the model that we hope attracts thought leaders in business.

Media is fragmenting - we believe and are taking advantage of this transformation. Loosely connecting chunks of business information and serving them across a platter makes for a tasty morsel. 

Community. Content. Cheese and crackers and, oh yeah, Pez.