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Abstract
This was a follow-up study to research on blogging implementation in the local media. Previous research (CitationSchultz & Sheffer, 2007) suggested high levels of journalist resistance to blogging. This research focused on management attitudes and found insufficient management strategies and communication related to blogging to overcome journalist resistance. Managers have asked journalists to blog but have not taken the necessary steps to support its success, which suggests difficulty in implementation and adoption. Therefore, this research sought to compare news media managers' attitudes toward the implementation of blogging with blogging journalists, examine management implementation strategies (especially communication), and examine the reason why media managers implemented blogging at their media outlets. A central argument of this analysis is that managers have asked journalists to blog but have not taken the necessary steps to support its success, which suggests difficulty in implementation and adoption.