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Daily Mirror editor says to forget about SEO
This is often called "citizen journalism".
The scared wigs I've seen are those who do have jobs as paid writers - and are losing them from outsourcing.
That is, for example, music industry executives are terrified that the Internet might destroy their business through massive copyright infringement - disruptive, indeed. I haven't yet seen one who thinks podcasters for free are going to make the music business obsolete. Rather, there's quite a gold-rush on as to how to set up a middleman business mining the free podcasters and to make money off them. Not exactly the disruptive I think was intended above.
We will have a professional media that can pay for itself because otherwise everything becomes partisan and skewed. Also, the blogosphere doesn't have to get up every day and do this. Journalists do it every day.
Everybody can be their own courtroom lawyer, but we know what the punchline to that one is. Similaraly, a society that relies on bloggers for its media and decimates its media professionals is foolish. Democracy relies on the quality of its media. Society uses media to think through big problems and we have some massive ones to deal with.