“Blogging’s ability to impact mainstream discourse has never been greater. When I worked as a reporter a decade ago, I knew that when my editor decided to put something on the web — but not in the actual paper — it was a brushoff. Fewer people would see the web content, and (pre-Google) it would evaporate into the ether; it wasn’t solid like an actual paper on someone’s doorstep. Now the hierarchy has been reversed; an article lives forever on the web and will be seen around the world. Nick Bilton’s blog on the New York Times website has just as much credibility as what’s in the print edition; and Mashable, in the tech world, has as much or more credibility than the Times. Nowadays, we’re measured by the quality of information — not its brand name. If you create high-quality content, you legitimately may become a source as powerful and trusted as the “legacy media.”

Harvard Business Review