I have been reading Doc Searls, one of the authors of The Cluetrain Manifesto, since I started blogging around 2000. He is a marketer by profession, I believe, but has always spoken up for what amounts to civil society on-line, self-forming networks of friends foes and foes and friends of friends and foes. His recent thoughts on double bottom line blogging:
Right now online advertising is a river of gold flowing out of the ground in California, and millions of bloggers — along with countless new and traditional businesses — are rushing to grab some. In addition to the other economy-distorting consequences of this rush, it is corrupting blogging’s original nature, which is amateur in the best sense or the word.is derive from the Latin word for love.
I’m not saying there’s anything wrong with making money by blogging. I am saying there’s something wrong with blogging mostly to make money, or to let advertising determine the purpose of your blog and what you say with it. If your business is the latter, you’re flogging, not blogging.
Interesting, isn't it? Amateur, charity, philanthropy, all derived from words meaning love (amo, caritas, philia). The industry of blogging, the business of blogging - descriptive, of course, in many cases, but not an encompassing ideal? Maybe we will always need public spaces where we come together for love of the work and and for our fellow citizens, and that would be industrious of us, but not always an industry.