Idolator

Ah, trend stories, the bane of every journalistic enterprise. On the one hand, they are handy for editors who want to know what "the kids" who will be taking their jobs and houses are up to. On the other hand, they're generally vacuous glosses on subjects that are way too surface-gleaning to even be called "superficial." Greg Sandoval at CNet took the world of "music blogging" under his trend-story wing this morning, and if nothing else it's a primer in how not to tackle this admittedly knotty, yet way too often completely misunderstood subject. Five anti-lessons after the jump.

1. Call Pitchfork a music blog. Never mind that it's been around, as you point out in your article, since 1995—two years before the term "weblog" was invented, and four before Peter Merholz coined the shorter version; never mind that the only aspects of the site that vaguely resembles a music blog are the Forkcast and the News section, neither of which have the coronation power of a "Best New Music" from its reviewers. Who aren't bloggers (well, at least not for Pitchfork, anyway).

2. Use as your new media "expert" a futurist whose recent forays into the digital-music world ended in failure. Remember the guy who coined the term BlogJ? Yeah, his "blogs will be the next record labels" spiel is quoted here, although left out of the piece is the fact that his recent experiment in Web 2.0 widgetry went tits-up last week.

3. Fill your story with data-free anecdotes, because they make lovely window dressing. Music blogs apparently have "young readers." How is Sandoval aware of this? We don't know, because there aren't any actual numbers in the story at all aside from the number of unique readers Pitchfork gets a month (1.5 million) and the number of words Rolling Stone's Nathan Brackett thinks that the average Man Man blurb has (50).

4. On that note, never, ever press for details. Would you be interested to know that eMusic's Yancey Strickler (who, it should be known, is a friend), who's given space to pontificate on music blogging, writes a music blog for his employer, which could make for some interesting discussion of blogging-for-dollars in a story that mentions corporate influence? Want to know how BrooklynVegan "developed a reputation for being the must-read blog for concert information"? Like to know what, exactly, was inaccurate in the reporting about Stereogum's sale, as Scott Lapatine claims? Too bad, because Sandoval isn't interested in making those details known. (At least not yet! Maybe there's a sequel to this piece coming—Music Blogs II: Return To WordPress!)

5. Get an old-media type to comment on how the blog kids should get off his fact-checked lawn—and then fail to fact-check his comments. "The blogs do the really quick 50-word update on what a band's doing," Brackett tells Sandoval. "They'll write about (singer) Lilly [sic!!!] Allen releasing a new EP or (the band) Man Man is preparing an album. The way Rolling Stone competes is we pick up the phone and bring original reporting. We take advantage of our access. Most blogs don't have the staffs to pick up the phone." Well, most blogs also aren't subsidiaries of huge magazines that can be sources for repurposed content. And really, does recapping a reality TV show count as "original reporting" these days? I guess it's a good thing that I got cable in my office after all.

Music blogs: The new wall of sound [CNet]