Building audience loyalty in blogging

It’s only fitting that a blog about pharmaceutical companies would be adept at staving off death.
For almost a decade, Ed Silverman has gained a reputation for his encyclopedic knowledge of the world of drug manufacturers and his ability to keep Pharmalot, his one-man blog dedicated to that subject alive.
But it’s been a long journey. Pharmalot started life as an early example of newspaper blogging by the Newark Star-Ledger. “The editor was looking for ideas of some sort, to create new sites. I wasn’t sure if he was looking for a full website or something else. But I suggested something about the pharmaceutical industry,” Silverman told me. In 2007, Pharmalot officially launched; a year later, as newspapers reeled from the financial crisis, Silverman took a buyout.
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