FORMER Sowetan sub Llewellyn Kriel’s dubious honor as the first South African sacked for blogging may be undeserved. About three months ago, I was confidentially informed of an incident involving a motoring magazine, a media powerhouse and another journo-blogger. That matter was resolved rather more quietly. But I’m sworn to secrecy.

These incidents bring into relief the fragile nature of the independence of bloggers whose bread is paid for by big media.

CONSIDER this. My 80 year-old dad still walks to the local store to buy his paper where he bends the ear of the 'corner boys' about daily affairs. My dad's experience of news is social in nature. News reflects and refracts what he considers to be popular or important, informs his public discourse and is consumed and shared socially. Newspaper execs who understand the social value of news position their titles through targeted marketing and promotion. Alas, the same SA papers miss the plot when it comes to social marketing online.