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Johnson’s World: Sounds Like a Dry Martini—The Art of a Good Blog

No matter the medium, solid content will get the attention of your prospects. No amount of animation, keywords, or pretty pictures can hold audience attention without good content.

Tuesday, August 02, 2022

As a rule, I do not enjoy reading blogs. Countless scientific studies have unanimously concluded that online reading results in inferior comprehension and minimal retention. In-depth on-screen reading is also uncomfortable on my eyes.

The typical blog is written, posted, and curated by one person. It is the antithesis of the printed magazine article that passes from a writer to an editor to a proofreader and layout artist. The absence of multiple sets of eyes results in blog postings that are sloppier, more prone to errors and typos, with a propensity for rambling.

Lastly is the issue of credibility. Anyone can put up a blog, for free, with very little effort. That’s why the internet is filled with millions of blogs with billions of posts, the vast majority of which are filled with nonsense. Of course, print can be used to spread nonsense as well, but it takes time, effort, and money to do so. These factors tend to weed out the less credible information from print. Blogs have no such restraint.


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About Steve Johnson

Steve Johnson is a successful print owner and digital pioneer. Each month in Johnson’s World, he offers up his take on the day-to-day world of graphic communications.

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