From TFA:
Sooner or later, producers and reporters will have to... start treating [blogs] like a legitimate medium.

Sooner or later, bloggers will have to start treating it like a legitimate medium.

It reminds me of film school. Many of the kids come in there with completely raw, wild ideas of crap they want to do in their films. They want to break the rules. So they do. And every film comes off like crap because of it.

You have to know the rules to break them. Try applying your talent to writing real op-ed pieces or pieces of investigative journalism for real newspapers. Then go break the rules and be completely short, quick, and reactionary.

If you're a partisan blogger, try arguing a point completely from the side you don't support. Then go an be completely partisan.