While I'm on the topic of how online content can engage and enrich a journalist's traditional product, the Online Journalism Review at the Annenberg Center has a terrific interview with a Tacoma, Washington sports reporter who covers the Seattle Seahawks. Some highlights of the Q&A with Mike Sando:

OJR: Do you modify your voice when writing for the blog? And if so, how hard is it for a newspaper reporter to adapt to blogging?

Sando: . . . [T]he first thing reporters need to do is lighten up and realize that the blog is not the newspaper. If a columnist somewhere makes an off-the-wall proposal that has people talking, or if you want to throw out some analysis on the topic of the day, the blog is the place to do it. In that sense I have definitely modified my voice for the blog. That was a little tough to do initially, but after running the blog for a while, I'm figuring out what works and where I want to go with things. I used the word "analysis" and not "opinion" because it's important for me to remain true to my identity as a journalist (that probably sounds higher-minded that I'd prefer, but hopefully the point holds up). [note: washingtonpost.com should probably stress the "analysis" category rather than stick the "opinion" label on their non-traditional-reporting online product, such as Dan Froomkin's daily White House review. It would help them avoid the Froomkin Froofraw (Joel Achenbach's term) they got into with the left blogosphere over Deborah Howell's swipe at Froomkin's "liberal" quasi-blog -- that supposedly needed to be distinguished from the paper's political news coverage, even though their reporters often provide "analysis" stories, and required a "conservative" countervoice. Followed by the infamously aborted experiment with a red-meat conservative blogger, Ben Domenech.]

OJR: What reporting and information do you put in the blog that you can't or won't put in your newspaper stories?

Sando: Here's a recent example: The Flint, Mich., paper published a story about former Seahawks receiver Daryl Turner, who enjoyed some productive years in the 1980s before disappearing in a haze of drugs and alcohol. It wasn't something we needed to chase for the paper, but I turned it into a quick blog item. There are numerous other examples. The blog allows more room to discuss (and sometimes debunk) rumors, too.

OJR: Is there a difference in the feedback that you get for what you do on the blog versus what you do for the paper?

Sando: I get way more feedback about the blog. In years past, I might answer 15 emails asking the same thing. Now I address the matter once on the blog and that's it; my time spent answering emails has almost disappeared. Along the same lines, having your own blog is sort of like hosting a radio show. It's more about the host, whereas people don't pay much attention to non-columnist bylines in the paper. For years I have written 350-500 stories per year for the paper, only to have people recognize me as the guy who spends 30 minutes a week during the NFL season as a guest on a sports-radio show. It's not that the radio station had more listeners than we had readers; rather, it's that the listeners were listing to me, whereas the newspaper readers were merely reading my stories. This is an important distinction. Blogs make reporters more relevant as individuals. This would seem to be good for reporters, long term.

OJR: What is the editing process for your blog, if any?

Sando: I post directly to the Internet. A blog with filters is not much of a blog, in my view. Immediacy is very important. The News Tribune trusts my ethics and my judgment. The paper also realizes, shrewdly, that online standards differ from print standards. This doesn't mean that anything goes in a blog. Basic journalism values still apply and management has a responsibility to enforce them wherever its name appears. It's just that reporters have more freedom on a blog.

OJR: What do you see as the potential risks for a newspaper reporting in blogging? What have you done to try to overcome them?

Sando: I think a blog will expose a poor reporter more quickly, while allowing a good reporter to flourish more demonstrably. Also, the comments section of a blog will test a reporter's restraint. I've spent a fair amount of time maintaining the comments section by discouraging crassness, hot-temperedness and overall idiocy.