The Maddow Blog Is Born
The Maddow Blog Is Born
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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