That’s a question Entertainment Weekly is going to have to answer now that it’s opening itself up as a “platform” for amateur TV bloggers:
Clearly, a big challenge for EW will be to get to the scale it wants without lowering its standards. The publisher is starting out with 20 or 30 bloggers, but it wants to get that number as high as 1,000. That will require spending on technology to automate the editing process and monitor posts for Federal Trade Commission-mandated disclosures, a function that’s now being performed by human editors.
“It’s tough when you’re known to be a traditional publisher,” said Jeff Sonderman, deputy director of the American Press Institute. “When you pivot to say, some of our content is coming from outsiders and you can’t necessarily vouch for it, it’s hard because your readers have built up a different expectations. If you’re the Huffington Post, it’s a little different — you didn’t have the legacy of being something else.”