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Newspapers which concentrate on their traditional information channels are faced with a decreasing readership. At the same time, innovative commu nication tools like CMS-based weblogs, podcasts and RSS feeds conquer the WWW. Can weblogs help the information industry to increase readership loyalty? This study examines in how far the news language of weblogs differs from the news language in traditional print or online newspapers. A particular focus is set on oral language and its sociolinguistic functions. The analysis should help to answer the questions: - Can weblogs help to minimize the distance between journalists and rea ders? - Can weblogs assist in attracting a new kind of readership? - Can weblogs assist in raising readership loyalty? All results can also be transferred from journalism to public relations and mar ke ting: - Can weblogs help to provide you closer insight into your customer needs? - Can weblogs assist in attracting new target groups? - Can weblogs assist in raising customer loyalty? The book is addressed to professionals in Communications like editors, jour nalists and Communications Managers. It is also directed towards researchers in Linguistics, Communications and Journalism.

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studied English, Italian and Business Studies in Germany, Italy and the USA. Vocational training in International Public Relations Management. Michels works in Public Relations and Journalism. As a PR Consultant she also advises businesses about weblog communication strategies.

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