[This article will be updated if further information comes to hand. I can be contacted privately via the contact page, or comments can be left below.]

The relationship between mainstream media publications and the online world is strange in Australia. A new media of blogs, independent commentators, expert forums and the like has burgeoned in cyberspace. Meanwhile, attempts to integrate new media into the online presence of existing old media entities have been late to the stage and range from tokenistic to populist. Online resources are used freely by journalists and the mainstream media, but a willingness to incorporate these resources into old media offerings is lacking, seemingly to the point of wilful neglect.

Bloggers, the major part of the new media spectrum, get a bad run in much mainstream press. Howls of outrage emanate from desks and laps around the world quite regularly. Print editors huff back at the howls, pointing out that bloggers are illiterate, opinionated, unmoderated, attention seeking gits who need another hobby. Neither side has the highground in this argument.

There are many successful bloggers who do exactly what print media opinion writers are paid to churn out. Some blogging domains (subjects) work well for a mainstream audience and are readily incorporated into mainstream publications. Tech-blogging is the obvious example. There are many successful, well paid tech-bloggers with their finger on the pulse of an incredibly fast-moving area. Some media organisations have recognised their value. Political blogging also works well for some people and has created names both locally and overseas (Crikey and it’s contributors are an early crossover media format). I don’t know that political bloggers earn much from their sites, but I expect that other lucrative opportunities arise for the more credible writers.

There are domains other than tech and politics that lend themselves to high-interest blogging, of course, though without the money. The number of bloggers in Australia and almost everywhere else who want to communicate something about what they cook or eat is enormous, though hardly surprising. Cookbooks sell well. Restaurants do a roaring trade. People like to communicate about food. As with anything, it’s not all done well. Passion doesn’t always translate into perfect prose. For many people, the warmth of the experience and (probably) photographic evidence is a higher priority. Each to their own. Most food bloggers aren’t seeking renown. They want to share their enthusiasm. And of those who do find renown, not many successfully move from online enthusiasm to gripping commissioned prose.

I’ve always found the vehemence of the print media response to bloggers a bit perplexing. Yes, bloggers mostly present unedited text, often longwinded or self-indulgent, but take a look at a range of professional writers’ raw text and you’d quickly realise that some of those writers produce copy which is little better than middling blog content. It gets polished by others.

Certainly, far too many foodblogs rely on other people’s recipes or derived content, too often without attribution, to gain a following. However, I’m often surprised at how obviously nicked some recipes in mainstream magazines are. Loosely derived content is often the meat in the lifestyle feature sandwich. Plagiarism isn’t the preserve of poor bloggers.

Thank god for the editors, eh?! Yep, the editors who are meant to act as gatekeepers for quality and, um, quality? No. Not quite. The writers are generally relied on to check their own facts or not to nick others’ material. Ironically, food isn’t treated as enough of a specialist area to always warrant editors (or, sometimes, writers) who actually know about their subject matter. There are exceptions, naturally, but not enough of them. Neither writing nor editing pay enough to retain many people who really know. And neither job is much fun. Editors have an unenviable position between readers, advertisers, writers and management. Writers have to work really hard to make a living. As Ed Charles mentioned on Tomato recently, even big names like Jill Dupleix and Terry Durack aren’t necessarily raking in the moolah.

I’m trying really hard to keep some balance here, as discussion of these topics so often deteriorates into one-sided rants. I’ve been reworking some old ground in talking about the problems between blogs and the media. As recently as March this year, it was made clear, yet again, just how blindly prejudiced mainstream media editors can be about bloggers [1][2][3]. So why do I raise it again?

Yesterday, in the aftermath of my annoyance at an article in The Age Epicure — probably once Australia’s most interesting wide-circulation food publication — I was told some disturbing information. It was suggested to me by a source who I would usually trust that Epicure will not, as a matter of policy, write about or make reference to bloggers. (Let’s ignore John Lethlean’s mention of Stephanie Wood’s blog late last year, cos, you know, she’s not just a blogger. She’s also a stunningly opinionated editor. Who blogs.)

Just in case you missed it the first time: it is suggested that Epicure will not, as a matter of policy, write about or make reference to bloggers. Leanne Tolra at Epicure responded to an enquiry about why an interview with me was omitted from an article yesterday saying, plausibly, that the article needed to be shorter and there had been a number of bloggers interviewed, but in the end they had to be cut. Sounds reasonable. If you are a blogger who was interviewed, please leave a note in the comments section. A follow-up to Tolra asking about the issue of deliberate omission hasn’t yet seen a reply.

Could Epicure (or perhaps Fairfax as a whole?) be so stupid as to have a policy that wilfully deprives any (external) bloggers of media exposure? If it’s true, what could be the reasons?

Let me see…

1. Financial. Readership numbers are important for advertising revenues. Mentioning bloggers might mean readers would switch to reading hundreds of colourful food sites. But wait, aren’t bloggers crap? Why would readers switch? The primary fear is probably of restaurant reviews. A newspaper’s reviewer profile is the biggest drawcard for the majority of readers. That’s right, Epicure could churn out the same stuff every week, use foreign syndicated material, and ignore informed debate, just as long as John Lethlean and Matt Preston remain popular with the readers. (It’s notable that blogs that review restaurants bear the brunt of the animosity from the mainstream media.)
2. Company brand strength. Tie readers into an internal blog setup so that they lose sight of the rest of the blog world. I suspect only a small subset of online newspaper readers are drawn into their blogs, not least because of the mess of comments that follows. It also means paying more writers or pissing off existing staff writers by making them produce even more content.
3. Ideological. We already know that at least one Fairfax editor holds foodbloggers in such low regard that she’s happy to throw uninformed insults at a knowledgeable audience. Could this malady be more widespread? It’s easier to paint a whole cohort of people with one disdainful brush than to spare a moment to read or (heavens!) participate. Off the top of my head I can’t think of any Australian foodwriters or foodmag editors who openly participate in the shadowy, mysterious community of foodbloggers in Australia (I’m completely ignoring Ms Wood here, but I’m sure I’ll have missed someone somewhere!). Has anyone had a comment on their site? A majority of the foodwriters I know admit to rarely if ever reading foodblogs. Not just that, they don’t read dynamic forums like eGullet or Chowhound, which is kinda strange, given that many overseas foodwriters worth their salt are active contributors.

So, let’s think for a moment. I can’t for the life of me recall a mention of a blog in the pages of Epicure, but my reading of it has become less and less enthusiastic in the last two years, so I might have missed something. More broadly, The Age and other print media rarely mention external blogs, except in the technology pages or when a prominent person has one. For the moment, I’m quite willing to believe that Epicure and perhaps its master, Fairfax, are deliberately obscuring the contribution of external new media to Australia’s information landscape.

If we assume that points (1) and (2) are valid, then I guess we have to resign ourselves to an enduring real-blogs-vs-media-companies existence. However, if point (3) forms part of the picture then the online community must proselytise and chastise in equal measure. The diverse character and depth of new media participants’ contributions to the world of food and eating is substantial. To obscure this from old media readerships would be to pretend the world is flat. There’s little excuse for wilful ignorance.

[This article will be updated if further information comes to hand. I can be contacted privately via the contact page, or comments can be left below.]