Blog deflation

There's a meme emerging on the commoditisation of blog content.  The central thrust is that blogs now only have value when aggregated for search and discovery.  In the same way music downloads have cannibalised record label profits, bloggers' carefully nurtured content is being  devalued.   How can bloggers respond?

I agree with this trend suggest that blogs can only become destinations when functionality rather than content is syndicated.  So if I'm a travel writer with an audience I can embed Expedia's booking engine on my blog, such that the booking experience resides entirely within my blog pages.  I get a commission for sales (and I'm transparent about this).

Actually,  when you think about it anyone can be an intermediary (or agent, or broker). By combining services (or widgets, as they are called) from Cloud operators and web service brokers, they can build entirely new businesses, albeit with niche audiences.  Wine buffs with mass followings can sign up new members to Virgin Wine Club - take a a margin.  You get the point.  Incalculable number of permutations and combinations of services and intermediaries.

The academics were right several years ago when they said that far from the web dis-intermediating it will actually  create hypermediation giving rise to what they call cybermediaries.  In the social network space groups will be syndicated and embedded on the web sites and blogs of the members.  A 2,000 member group could be on 200 different web sites with a join button. Many brands don't get the point.  It isn't about creating destinations.  It's about 'being everywhere'.

"A word to the wise.  Decentralise".