Yep the redesign of its blogs, which is completed this evening, signals the end of the organisation using an old school blogging approach .
Firstly the paper is leaving Movable Type, which is the pro blogging software favoured by among others Huffington Post, and is now working with a new format R2.
Perhaps more importantly from a reader’s perspective, the re-designed blogs now only offer a very short intro, or to use the old media word standfirst, on the home page. To read the story users have to click through to the page.
The reason The Guardian has done this is that being less generous means more click throughs, more page views per users and subsequently more ad impressions served.
However one of the beauties of blogs is that a user can read a great deal of content without leaving the home page. In my book sites that don’t give the reader at least a third of the story are, gasp, websites rather than blogs.
Of course the Guar’s blogs will keep all the trappings associated with the format, namely opinion focussed articles, links to other stories etc, but are they blogs now? What are blogs anyhow? It’ll be interesting to see how readers respond.