Technorati Attention Index Ranks Authority of “Non-Blog” Sources

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Technorati has long been known as a source for ranking the authority and influence of bloggers relative to one another. In an effort to maintain its position as a go-to source for online authority ranking, Technorati has now launched The Technorati Attention Index, a list of “mainstream media” sites that bloggers link to most… when they’re not linking to other bloggers, that is.

Technorati’s Jen McLean, in announcing the launch of the Attention Index, writes:

[T]he blogosphere is not self-contained. What about bloggers’ other sources? This is something we’re asked pretty frequently. We know the independence and immediacy of the blogosphere has had a huge impact on mainstream online media. Much is made of the tension between the two – but what we’re seeing is convergence, and a symbiotic relationship. In the most recent State of the Blogosphere study, we asked bloggers about the other media that influence them. Not surprisingly blogs are in the lead at 61%, but this is followed by non-blog web content at 46%. So what is the influence of mainstream media sites in the blogosphere?

The Index, which is to be updated monthly, currently includes the likes of YouTube, MSN, and Yahoo! News near the top of the list, along with The New York Times, BBC News, and CNN.com.

In looking at the Attention Index and thinking about how it is relevant for bloggers and web workers alike, my first thought was: how is an online mainstream media source defined relative to a blog, or social media source for that matter? The Index is telling us that Google (YouTube) (s goog), Microsoft (MSN) (s msft), and Yahoo! (Yahoo! News) (s yhoo) are considered mainstream media sources alongside the more traditional likes of the New York Times, BBC and CNN.

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