'Lazysphere' gives brands chance to be digital curators.

Advertising Age, April, 2008 by Rubel, Steve

Byline: Steve Rubel

To date, it's been darn near impossible to characterize bloggers as lackadaisical. It takes a lot of work to consistently create high-quality content that people want to link to. But the essays, in-depth analyses and spirited debates that permeated the blogosphere during its early days have fallen off dramatically. Enter the Lazysphere.

The Lazysphere consists of millions of bloggers who, rather than create original, thought-provoking content, simply add quick "me too'' posts. Many of them are trying to catch waves. Some aim to land on high-traffic sites such as Techmeme that automatically cluster blog links around the day's top stories. Others hope Google will archive their content favorably later.

There are other...

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