There are media organisations that take their blogs very seriously, especially those that seem them as a key tool in promoting select verticals and building up niche content and audiences.

Blog design too becomes important, but the problem that some media organisations face is the integration of a legacy blogging platform with their modern content management systems.

In some of these systems it’s as easy as enabling a module, but the BBC recently explained how it dealt with this issue in relation to its CMS. Its blogs were hosted on Movable Type and there were "significant complications due to the hundreds of different, non-standardised blogs", said a post on the BBC Internet blog. It was found that the system " was not cost effective to undertake this work for a blogs bespoke Content Production System when compared to some of the other tools being used internally."

So a new blogging platform was incorporated into the existing CMS and a redesign undertaken.  The new design was showcased with the launch of a blog called Writersroom. "This showcases the basic design on which we’ll add new features and functionality as we upgrade around 125 blogs over the next few months."

The post has details about the stuff that are being built into the blogs