How do you know that we're smack dab in the middle of the late-summer media doldrums? When the Wall Street Journal has a page B1 article on how bloggers handle their summer vacations:
In the height of summer-holiday season, bloggers face the inevitable question: to blog on break or put the blog on a break? Fearing a decline in readership, some writers opt not to take vacations. Others keep posting while on location, to the chagrin of their families. Those brave enough to detach themselves from their keyboards for a few days must choose between leaving the site dormant or having someone blog-sit.
To be sure, most bloggers don't agonize over this decision. Of the 12 million bloggers on the Internet, only about 13% post daily, according to the Pew Internet and American Life Project. Even fewer -- 10% -- spend 10 or more hours a week on their blogs.
Yet for the sliver of people whose livelihood depends on the blog -- whether they are conservative, liberal or don't care -- stepping away from the keyboard can be difficult. Unlike other jobs, where co-workers can fill in for an absent employee, blogs are usually a one-person show. A blogger's personality carries the site. When the host isn't there, readers tend to stray. August is a slow time for all blogs, but having an absent host makes the problem worse. Lose enough readers, and advertisers are sure to join the exodus.
Good Lord. This subject matter would be considered inane navel gazing if posted on a blog. What is the world coming to when it's considered worthy of gracing the pages of the Wall Street Journal?
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