The world's 25 most powerful blogs
May 17th, 21
From Prince Harry in Afghanistan to Tom Cruise ranting about Scientology and footage from the Burmese uprising, blogging has never been bigger. It can help elect presidents and take down attorney generals while simultaneously celebrating the minutiae of our everyday obsessions. Here are the 50 best reasons to log on
The following apology was published in the Observer's For the record column, Sunday March 16 2008
The article below said 'Psychodwarf' was Beppe Grillo's nickname for 'Mario Mastella, leader of the Popular-UDEUR centre-right party', but it's actually his nickname for Silvio Berlusconi. Mastella's first name is Clemente and Popular-UDEUR was part of Romano Prodi's centre-left coalition. And Peter Rojas, not Ryan Block, founded Engadget and co-founded Gizmodo. Apologies.
1. The Huffington Post
The history of political blogging might usefully be divided into the periods pre- and post-Huffington. Before the millionaire socialite Arianna Huffington decided to get in on the act, bloggers operated in a spirit of underdog solidarity. They hated the mainstream media - and the feeling was mutual.
Bloggers saw themselves as gadflies, pricking the arrogance of established elites from their home computers, in their pyjamas, late into the night. So when, in 2005, Huffington decided to mobilise her fortune and media connections to create, from scratch, a flagship liberal blog she was roundly derided. Who, spluttered the original bloggerati, did she think she was?
But the pyjama purists were confounded. Arianna's money talked just as loudly online as off, and the Huffington Post quickly became one of the most influential and popular journals on the web. It recruited professional columnists and celebrity bloggers. It hoovered up traffic. Its launch was a landmark moment in the evolution of the web because it showed that many of the old rules still applied to the new medium: a bit of marketing savvy and deep pockets could go just as far as geek credibility, and get there faster.
To borrow the gold-rush simile beloved of web pioneers, Huffington's success made the first generation of bloggers look like two-bit prospectors panning for nuggets in shallow creeks before the big mining operations moved in. In the era pre-Huffington, big media companies ignored the web, or feared it; post-Huffington they started to treat it as just another marketplace, open to exploitation. Three years on, Rupert Murdoch owns MySpace, while newbie amateur bloggers have to gather traffic crumbs from under the table of the big-time publishers.
Least likely to post 'I'm so over this story - check out the New York Times'
2. Boing Boing
Lego reconstructions of pop videos and cakes baked in the shape of iPods are not generally considered relevant to serious political debate. But even the most earnest bloggers will often take time out of their busy schedule to pass on some titbit of mildly entertaining geek ephemera. No one has done more to promote pointless, yet strangely cool, time-wasting stuff on the net than the editors of Boing Boing (subtitle: A Directory of Wonderful Things). It launched in January 2000 and has had an immeasurable influence on the style and idiom of blogging. But hidden among the pictures of steam-powered CD players and Darth Vader tea towels there is a steely, ultra-liberal political agenda: championing the web as a global medium free of state and corporate control.
Boing Boing chronicles cases where despotic regimes have silenced or imprisoned bloggers. It helped channel blogger scorn on to Yahoo and Google when they kowtowed to China's censors in order to win investment opportunities. It was instrumental in exposing the creeping erosion of civil liberties in the US under post-9/11 'Homeland Security' legislation. And it routinely ridicules attempts by the music and film industries to persecute small-time file sharers and bedroom pirates instead of getting their own web strategies in order. It does it all with gentle, irreverent charm, polluted only occasionally with gratuitous smut.
Their dominance of the terrain where technology meets politics makes the Boing Boing crew geek aristocracy.
Least likely to post 'Has anyone got a stamp?'
3. Techcrunch
Techcrunch began in 2005 as a blog about dotcom start-ups in Silicon Valley, but has quickly become one of the most influential news websites across the entire technology industry. Founder Michael Arrington had lived through the internet goldrush as a lawyer and entrepreneur before deciding that writing about new companies was more of an opportunity than starting them himself. His site is now ranked the third-most popular blog in the world by search engine Technorati, spawning a mini-empire of websites and conferences as a result. Business Week named Arrington one of the 25 most influential people on the web, and Techcrunch has even scored interviews with Barack Obama and John McCain.
With a horde of hungry geeks and big money investors online, Techcrunch is the largest of a wave of technology-focused blog publishers to tap into the market - GigaOm, PaidContent and Mashable among them - but often proves more contentious than its rivals, thanks to Arrington's aggressive relationships with traditional media and his conflicts of interest as an investor himself.
Least likely to post 'YouTube? It'll never catch on'
4. Kottke
One of the early wave of blogging pioneers, web designer Jason Kottke started keeping track of interesting things on the internet as far back as 1998. The site took off, boosted partly through close links to popular blog-building website Blogger (he later married one of the founders). And as the phenomenon grew quickly, Kottke became a well-known filter for surfers on the lookout for interesting reading.
Kottke remains one of the purest old-skool bloggers on the block - it's a selection of links to websites and articles rather than a repository for detailed personal opinion - and although it remains fairly esoteric, his favourite topics include film, science, graphic design and sport. He often picks up trends and happenings before friends start forwarding them to your inbox. Kottke's decision to consciously avoid politics could be part of his appeal (he declares himself 'not a fan'), particularly since the blog's voice is literate, sober and inquiring, unlike much of the red-faced ranting found elsewhere online.
A couple of key moments boosted Kottke's fame: first, being threatened with legal action by Sony for breaking news about a TV show, but most notably quitting his web-design job and going solo three years ago. A host of 'micropatrons' and readers donated cash to cover his salary, but these days he gets enough advertising to pay the bills. He continues to plug away at the site as it enters its 10th year.
Least likely to post 'Look at this well wicked vid of a dog on a skateboard'
5. Dooce
One of the best-known personal bloggers (those who provide more of a diary than a soapbox or reporting service), Heather Armstrong has been writing online since 2001. Though there were personal websites that came before hers, certain elements conspired to make Dooce one of the biggest public diaries since Samuel Pepys's (whose diary is itself available, transcribed in blog form, at Pepysdiary.com). Primarily, Armstrong became one of the first high-profile cases of somebody being fired for writing about her job. After describing events that her employer - a dotcom start-up - thought reflected badly on them, Armstrong was sacked. The incident caused such fierce debate that Dooce found itself turned into a verb that is used in popular parlance (often without users realising its evolution): 'dooced - to be fired from one's job as a direct result of one's personal website'.
Behind Dooce stands an army of personal bloggers perhaps not directly influenced by, or even aware of, her work - she represents the hundreds of thousands who decide to share part of their life with strangers.
Armstrong's honesty has added to her popularity, and she has written about work, family life, postnatal depression, motherhood, puppies and her Mormon upbringing with the same candid and engaging voice. Readers feel that they have been brought into her life, and reward her with their loyalty. Since 2005 the advertising revenue on her blog alone has been enough to support her family.
Least likely to post 'I like babies but I couldn't eat a whole one'
6. Perezhilton
Once dubbed 'Hollywood's most hated website', Perezhilton (authored by Mario Lavandeira since 2005) is the gossip site celebrities fear most. Mario, 29, is famous for scrawling rude things (typically doodles about drug use) over pap photos and outing closeted stars. On the day of Lindsay Lohan's arrest for drink-driving, he posted 60 updates, and 8m readers logged on.
He's a shameless publicity whore, too. His reality show premiered on VH1 last year, and his blogsite is peppered with snaps of him cuddling Paris Hilton at premieres. Fergie from Black Eyed Peas alluded to him in a song, and Avril Lavigne phoned, asking him to stop writing about her after he repeatedly blogged about her lack of talent and her 'freakishly long arm'.
Least likely to post 'Log on tomorrow for Kofi Annan's live webchat'
7. Talking points memo
At some point during the disputed US election of 2000 - when Al Gore was famously defeated by a few hanging chads - Joshua Micah Marshall lost patience. Despite working as a magazine editor, Marshall chose to vent on the web. Eight years later Talking Points Memo and its three siblings draw in more than 400,000 viewers a day from their base in New York.
Marshall has forged a reputation, and now makes enough money to run a small team of reporters who have made an impact by sniffing out political scandal and conspiracy. 'I think in many cases the reporting we do is more honest, more straight than a lot of things you see even on the front pages of great papers like the New York Times and the Washington Post,' he said in an interview last year. 'But I think both kinds of journalism should exist, should co-exist.'
Although his unabashed partisan approach is admonished by many old-fashioned American reporters, Marshall's skills at pulling together the threads of a story have paid dividends. Last year he helped set the agenda after George Bush covertly fired a string of US attorneys deemed disloyal to the White House. While respected mainstream media figures accused Marshall of seeing conspiracy, he kept digging: the result was the resignation of attorney general Alberto Gonzales, and a prestigious George Polk journalism award for Marshall, the first ever for a blogger.
Least likely to post 'Barack is so, like, gnarly to the max'
8. Icanhascheezburger
Amused by a photo of a smiling cat, idiosyncratically captioned with the query 'I Can Has A Cheezburger?', which he found on the internet while between jobs in early 2007, Eric Nakagawa of Hawaii emailed a copy of it to a friend (known now only as Tofuburger). Then, on a whim, they began a website, first comprising only that one captioned photo but which has since grown into one of the most popular blogs in the world.
Millions of visitors visit Icanhascheezburger.com to see, create, submit and vote on Lolcats (captioned photos of characterful cats in different settings). The 'language' used in the captions, which this blog has helped to spread globally, is known as Lolspeak, aka Kitty Pidgin. In Lolspeak, human becomes 'hooman', Sunday 'bunday', exactly 'xackly' and asthma 'azma'. There is now an effort to develop a LOLCode computer-programming language and another to translate the Bible into Lolspeak.
Least likely to post 'Actually, dogs are much more interesting..."
9. Beppe Grillo
Among the most visited blogs in the world is that of Beppe Grillo, a popular Italian comedian and political commentator, long persona non grata on state TV, who is infuriated daily - especially by corruption and financial scandal in his country.
A typical blog by Grillo calls, satirically or otherwise, for the people of Naples and Campania to declare independence, requests that Germany declare war on Italy to help its people ('We will throw violets and mimosa to your Franz and Gunther as they march through') or reports on Grillo's ongoing campaign to introduce a Bill of Popular Initiative to remove from office all members of the Italian parliament who've ever had a criminal conviction. Grillo's name for Mario Mastella, leader of the Popular-UDEUR centre-right party, is Psychodwarf. 'In another country, he would have been the dishwasher in a pizzeria,' says Grillo. Through his blog, he rallied many marchers in 280 Italian towns and cities for his 'Fuck You' Day last September.
Least likely to post 'Sign up to our campaign to grant Silvo Berlusconi immunity'
10. Gawker
A New York blog of 'snarky' gossip and commentary about the media industry, Gawker was founded in 2002 by journalist Nick Denton, who had previously helped set up a networking site called First Tuesday for web and media entrepreneurs. Gawker's earliest fascination was gossip about Vogue editor Anna Wintour, garnered from underlings at Conde Nast. This set the tone for amassing a readership of movers and shakers on the Upper East Side, as well as 'the angry creative underclass' wishing either to be, or not be, like them, or both ('the charmingly incompetent X... the wildly successful blowhard'). Within a year Gawker's readers were making 500,000 page views per month. Nowadays the figure is 11m, recovering from a recent dip to 8m thanks to the showing of a Tom Cruise 'Indoctrination Video' which Scientologists had legally persuaded YouTube to take down. Gawker remains the flagship of Gawker Media, which now comprises 14 blogs, although gossiping by ex-Gawker insiders, a fixation on clicks (which its bloggers are now paid on the basis of) and fresh anxiety over defining itself have led some to claim Gawker has become more 'tabloidy' and celeb- and It-girl-orientated, and less New York-centric. But its core value - 'media criticism' - appears to be intact.
Least likely to post 'We can only wish Rupert Murdoch well with his new venture'
11. The Drudge Report
The Report started life as an email gossip sheet, and then became a trashy webzine with negligible traffic. But thanks to the decision in 1998 to run a scurrilous rumour – untouched by mainstream media – about Bill Clinton and a White House intern named Monica Lewinsky, it became a national phenomenon. Recent scoops include Barack Obama dressed in tribal garb and the fact Prince Harry was serving in Afghanistan. Drudge is scorned by journalists and serious bloggers for his tabloid sensibilities, but his place in the media history books is guaranteed. And much though they hate him, the hacks all still check his front page – just in case he gets another president-nobbling scoop.
Least likely to post 'Oops, one sec – just got to check the facts…'
12. Xu Jinglei
Jinglei is a popular actress (and director of Letter From An Unknown Woman) in China, who in 2005 began a blog ('I got the joy of expressing myself') which within a few months had garnered 11.5m visits and spurred thousands of other Chinese to blog. In 2006 statisticians at Technorati, having previously not factored China into their calculations, realised Jinglei's blog was the most popular in the world. In it she reports on her day-to-day moods, reflections, travels, social life and cats ('Finally the first kitten's been born!!! Just waiting for the second, in the middle of the third one now!!!!!!!! It's midnight, she gave birth to another one!!!!!!'). She blogs in an uncontroversial but quite reflective manner, aiming to show a 'real person' behind the celebrity. Each posting, usually ending with 'I have to be up early' or a promise to report tomorrow on a DVD she is watching, is followed by many hundreds of comments from readers – affirming their love, offering advice, insisting she take care. Last year her blog passed the 1bn clicks mark.
Least likely to post 'Forget the kittens – get a Kalashnikov!!!!!!!'
13. Treehugger
Treehugger is a green consumer blog with a mission to bring a sustainable lifestyle to the masses. Its ethos, that a green lifestyle does not have to mean sacrifice, and its positive, upbeat feel have attracted over 1.8m unique users a month. Consistently ranked among the top 20 blogs on Technorati, Treehugger has 10 staff but also boasts 40 writers from a wide variety of backgrounds in more than 10 countries around the world, who generate more than 30 new posts a day across eight categories, ranging from fashion and beauty, travel and nature, to science and technology. Treehugger began as an MBA class project four years ago and says it now generates enough revenue from sponsorship and advertising to pay all its staffers and writers. It has developed a highly engaged community and has added popular services like TreeHugger.tv, and a user-generated blog, Hugg. It was bought by the Discovery Channel last year for a rumoured $10m.
Least likely to post 'Why Plastic Bags rock'
14. Microsiervos
Microsiervos, which began in 2001, took its name from Douglas Coupland's novel Microserfs, a diary entry-style novel about internet pioneers. It is run by Alvy, Nacho and Wicho, three friends in Madrid, who blog in Spanish. The second most popular blog in Europe and the 13th most popular in the world (according to eBizMBA), Microsiervos concerns itself with science, curiosities, strange reality, chance, games, puzzles, quotations, conspiracies, computers, hacking, graffiti and design. It is informal, friendly and humorous, moving from news of an eccentric new letter font to reflections on the discovery of the Milky Way having double the thickness it was previously thought to have.
Least likely to post 'The internet is, like, so over'
15. TMZ
You want relentless celebrity gossip on tap? TMZ will provide it, and when we say relentless, we mean relentless. The US site is dripping with 'breaking news' stories, pictures and videos, and deems celeb activity as mundane as stars walking to their cars worthy of a video post. TMZ was launched in 2005 by AOL and reportedly employs around 20 writers to keep the celeb juice flowing. It pulls in 1.6m readers a month and is endlessly cited as the source for red-top celeb stories. It was the first to break Alec Baldwin's now infamous 'rude little pig' voicemail last April, for instance. TMZ prides itself on being close to the action, so close, in fact, a TMZ photographer had his foot run over by Britney Spears mid-meltdown. They auctioned the tyre-tracked sock on eBay in aid of US charity the Children's Defense Fund last autumn.
Least likely to post 'Paris is a metaphor for Third World debt'
16. Engadget
Engadget provides breaking news, rumours and commentary on, for instance, a camera able to track a head automatically, the very latest HD screen or 'visual pollution' concerns prompted by hand-held pico laser-projectors. The world's most popular blog on gadgets and consumer electronics, Engadget was founded by Peter Rojas in 2004 and won the Web Blogs Awards that year and each year since. Now part of Weblogs Inc (owned by AOL), it is offered on many other sites (including GoogleMail) as a default RSS feed, and is published in English, Spanish, Japanese and Chinese. Last year, a mistake confirmed Engadget's power - upon reporting a supposed email (which turned out to be a hoax) from Apple, informing Apple employees of a delay in the launch of iPhone, Apple's share price fell by 3 per cent within minutes. Rojas also co-founded rival gadget blog Gizmodo.
Least likely to post 'An iWhat?'
17. Marbury
No matter what happens between now and 4 November, you can be certain the US presidential election of 2008 will be among the most historically important and dramatic of any fought. Having an informed opinion will be a must, but if you are as yet unable to tell your Iowa Caucus from your Feiler Faster Thesis, Marbury – a British blog on American politics – is the place to start. The site's creator, Ian Leslie, is an ex-expat who fell for American politics during a four-year stint living in New York. The site signposts important events and interesting analyses, gives context and witty commentary on everything from the most serious speeches to the silliest election-themed YouTube clips. And West Wing fans will be pleased to note that the blog's name is a reference to the show's British ambassador to the United States, Lord John Marbury, who, appropriately enough, provided an eccentrically British but reliably insightful appraisal of American politics.
Least likely to post 'Is it just me or is Romney getting cuter?'
18. Chez Pim
Attracting around 10,000 people from all over the globe to her site every week, Pim Techamuanvivit has tried and tested an awful lot of food. From Michelin-starred restaurants to street food and diners, she samples it all, and posts her thoughts and pictures to share with other foodie fans. She advises her readers on what cooking equipment to go for, posts recipe suggestions for them to try, and gives them a nudge in the direction of which food shows are worth a watch. She's not just famous on the net, she's attracted global coverage in the media with her writing, recipes and interviews appearing in such diverse publications as the New York Times, Le Monde and the Sydney Morning Herald.
Least likely to post 'Chocolate's my favourite flavour of Pop Tart'
19. Basic thinking
Recently rated the 18th most influential blog in the world by Wikio, Basic Thinking, which has the tag line 'Mein Haus, Mein Himmel, Mein Blog', is run by Robert Basic of Usingen, Germany, who aims 'to boldly blog what no one has blogged before', and recently posted his 10,000th entry. Basic Thinking reports on technology and odds and ends, encouraging readers to rummage through an 1851 edition of the New York Times one minute and to contemplate the differences between mooses and elks the next.
Least likely to post 'Mein heim, mein gott – I need to get a life'
20. The Sartorialist
As ideas go, this one is pretty simple. Man wanders around Manhattan with a camera. Spots someone whose outfit he likes. Asks if he can take a picture. Goes home and posts it on his blog. But the man in question is Scott Schuman, who had 15 years' experience working at the high-fashion end of the clothing industry before starting The Sartorialist. He's got a sharp eye for a good look, a gift for grabbing an on-the-hoof pic and an unwavering enthusiasm for people going the extra mile in the name of style. Minimalist it might be, but his site – a basic scroll of full-length street portraits, occasionally annotated with a brief note – is mesmeric and oddly beautiful. The site attracts more than 70,000 readers a day and has been named one of Time's Top 100 Design Influences. So if you're out and about and a guy called Scott asks to take your picture, just smile. You're about to become a style icon.
Least likely to post 'Sometimes you need to chill in a shellsuit'
21. Students for a free Tibet
Taking the protest online, Students for a Free Tibet (SFT) is a global, grassroots network of students campaigning to free Tibet, which has been occupied by China since 1950. Students in Tibet face arrest for posting on the site, but many escape to blog about their experiences in exile. With a history of direct action, the group is now uniting worldwide members through the web, blogging to spread word of news and protests, and using sites like Facebook to raise funds. The organisation, which was founded in 1994 in New York, spans more than 35 countries and gets up to 100,000 hits a month. In 2006, SFT used a satellite link at Mount Everest base camp to stream live footage on to YouTube of a demonstration against Chinese Olympic athletes practising carrying the torch there. Later this year the web will be a critical tool in organising and reporting protests during the games. 'SFT plans to stage protests in Beijing during the games and post blogs as events unfold,' says Iain Thom, the SFT UK national co-ordinator. 'But for security reasons we can't reveal details of how or where yet.' Similarly, a massive protest in London on 10 March will be the subject of intense cyber comment. In response, the site has fallen victim to increasingly sophisticated cyber attacks. Investigations have traced the sources back to China, leading to speculation that the Chinese authorities are trying to sabotage the site to stop online critics.
Least likely to post 'Hey guyz, any hotties in the Nepal region?!'
22. Jezebel
Last year Gawker Media launched Jezebel – a blog which aimed to become a brilliant version of a women's magazine. It succeeded quickly, in part by acknowledging the five big lies perpetuated by the women's media: The Cover Lie (female forgeries of computer-aided artistry); The Celebrity-Profile Lie (flattery, more nakedly consumerist and less imaginative than the movies they're shilling for); The Must-Have Lie (magazine editors are buried in free shit); The Affirmation Crap Lie (you are insecure about things you didn't know it was possible to be insecure about); and The Big Meta Lie (we're devastatingly affected by the celebrity media). Their regular 'Crap Email From a Dude' feature is especially fantastic, as is their coverage of current stories (opinionated and consistently hilarious) and politics. It offers the best lady-aimed writing on the web, along with lots of nice pictures of Amy Winehouse getting out of cars.
Least likely to post 'How To Look Skinny While Pleasing Your Man!'
23. Gigazine
Created by Satoshi Yamasaki and Mazaki Keito of Osaka, Gigazine is the most popular blog in Japan, covering the latest in junk foods and beverages, games, toys and other ingredients of colourful pop product culture. Visitors first witness 'eye candy' such as David Beckham condoms (from China), 75 turtles in a fridge, the packaging for Mega Frankfurters or a life-size Ferrari knitted from wool, learn of a second X-Files movie moving into pre-pre-production, watch a vacuum-cleaning robot being tested and compare taste reports of Kentucky Fried Chicken's new Shrimp Tsuisuta Chilli.
Least likely to post 'Anyone seen these charming croquet mallets?'
24. Girl with a one-track mind
Following in the footsteps of Belle de Jour – the anonymous blogger claiming to be a sex worker – the girl with a one track mind started writing in open, explicit terms about her lively sex life in 2004. By 2006, the blog was bookified and published by Ebury, and spent much time on bestseller lists, beach towels and hidden behind the newspapers of serious-looking commuters. Though she was keen to retain her anonymity and continue her career in the film industry, author 'Abby Lee' was soon outed as north Londoner Zoe Margolis by a Sunday newspaper.
Least likely to post 'I've got a headache'
girlwithaonetrackmind.blogspot.com
25. Mashable
Founded by Peter Cashmore in 2005, Mashable is a social-networking news blog, reporting on and reviewing the latest developments, applications and features available in or for MySpace, Facebook, Bebo and countless lesser-known social-networking sites and services, with a special emphasis on functionality. The blog's name Mashable is derived from Mashup, a term for the fusing of multiple web services. Readers range from top web 2.0 developers to savvy 13-year-olds wishing for the latest plug-ins to pimp up their MySpace pages.
Least likely to post 'But why don't you just phone them up?'
