In April 2012, I wrote a post called “Is blogging dead?” – Another view in response to Alex‘s previous day’s post (Is Blogging Dead?). While Alex acknowledged that blogging provided an early social network structure now better served by Facebook and Google+, he also maintained that there still remained a dedicated contingent for whom blogging best served their needs. As a committed blogger myself, I really wanted to share Alex’s optimism—but I just couldn’t. Something told me that blogging was at a crossroads, and the future wasn’t rosy. Why did I feel this way? My site stats didn’t suggest trouble ahead—from February 2009 (shortly after I moved Beetles in the Bush to WordPress) until April 2012, site visits—and presumably readership—had increased steadily (see chart below based on weekly stats, with the periodic surges due to posts I wrote that got picked up by Freshly Pressed). Not like one of the big blogs, of course, but still not bad for a natural history blog aimed at a specialty audience. Rather, it was the decline of comments and coincident increase in the use of Twitter, Facebook, G+, etc. as the platforms of choice for social interaction among those for whom blogs previously fulfilled that need. To me it seemed inevitable—why invest in clicking through to individual blogs and reading a 500- to 1,500-word post when one could read several hundred 140-character headlines, quipping an equally short reply to as many of them as desired, all on one site. Maximum interaction, maximum information (depending on your definition of “information”), minimum fuss.

Site stats – February 2009 to April 2012.

Ironically, almost immediately after I wrote that post the decline that I predicted began with my own blog. The chart below shows BitB site stats (again, on a weekly basis), picking up where the above chart left off until the end of March 2013. As precipitously as site visits rose during the previous three years, they declined during the following one year. There are those who contend that “People who say blogging is dead either already have a blog that died, or they have no blog at all.” That may be true now, at least based on site stats and the now rather low frequency of comments, but it most certainly was not the case when I first voiced this opinion last year. In fact, that a Google search of “Is blogging dead” can turn up nearly 100,000 search results (with quotation marks!) shows that a whole lot of people are still asking the question.

Site stats – April 2012 to March 2013.

This is not to say that blogs cannot still be successful. I suggest that the platform has matured, undergone consolidation and weeded out the weakest contributors. By weak, I don’t mean poor quality of content, but rather lack of ability or resources to frequently and consistently provide that content and target it to a relatively large audience. Early adopters who carved out a niche and built a strong brand had the best chance of surviving this maturation, and among the specialty blogs dealing with natural history and entomology it seems those who act as clearing houses for information from across the discipline, serve as an interface for commercial/educational ventures, or focus on the “bizarre” or contentious are most likely to attract and retain followers. Of course, an alternate hypothesis is that my writing suddenly got boring and my photos suck—take your pick.

As for what this means for Beetles in the Bush, I’m not really sure yet. During the past month (and for the first time since I started writing this blog in earnest), I’ve backed off on what until then had been a very consistent 2–3 posts per week schedule. Quite clearly, this will not help if my goal is to find some way to reverse the downward trend, as frequency of posts ranks almost as high as quality of content in keeping a blog successful. I used to tell myself that I would write regardless of who was reading, because it was something I needed to do (and enjoyed doing) for myself, and I truly believe that was the case when I said it. But perhaps I’ve now gotten what I needed out of the blog—my writing skills are far superior to when I started; I can sit down and pound out not only a blog post, but research reports, status updates, manuscripts, etc. in record time. I used to agonize over every word; now it seems my fingers can hardly keep up with the words as they pour out of my mind. If one of my goals when I started blogging was to make myself a better writer (and it was), then in that regard I have succeeded. I’m also now a vastly more knowledgeable entomologist, having taken the time to learn a lot more not just about beetles, but insects across many taxa, the habitats in which they live, the ecological communities they are a part of, and the landscapes that harbour them. For the first time, I consider myself not just an entomologist, but a natural historian in the truest sense of the word. Nevertheless, I can’t imagine not writing for BitB, but I think now the impulse to write a post will be based much more on inspiration and less so on the calendar. I truly hope that the reduced posting frequency doesn’t further accelerate the decline, but if it does then that is the only possible outcome.

Copyright © Ted C. MacRae 2013