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Joshua A Braun

Print publication date: 2015

Print ISBN-13: 9780300197501

Published to Yale Scholarship Online: May 2016

DOI: 10.12987/yale/9780300197501.001.0001

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The Maddow Blog Is Born

The Maddow Blog Is Born

Chapter:
(p.188) 10 The Maddow Blog Is Born
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This Program Is Brought To You By...
Author(s):

Joshua A. Braun

Publisher:
Yale University Press
DOI:10.12987/yale/9780300197501.003.0010

This chapter examines how the blog of The Rachel Maddow Show (TRMS) was born. Rachel Maddow reportedly disliked the appearance of the blogs generated by MSNBC's obsolete Community Server software. Furthermore, Microsoft's branding and visual identity guidelines, mandated for all MSN-affiliated sites, put limits on what a new Newsvine-powered blog design could look like. This chapter comments on the hiring of Laura Conaway as a TRMS web producer and the level of integration among the show's various products that she promised. It also considers MSNBC.com's launch of a Newsvine blog, the weblog for NBC News's Elkhart Project, along with the creation of the Maddow Blog and the extensive heterogeneous engineering that turned it into a complete website. Finally, it describes the major changes in the digital distribution strategy for MSNBC.com and MSNBC TV after TRMS launched its own blog.

Keywords:   blogs, Rachel Maddow Show, Rachel Maddow, Laura Conaway, MSNBC.com, Newsvine, Maddow Blog, heterogeneous engineering, digital distribution, MSNBC TV

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