The Failygraph tried it some time back, offering readers their own blogs, but now The Guardian is trying a different approach - but with the same objective, to dominate the blogosphere.

It is interesting to see quite how much the independent blogosphere worries the MSM, with even The Guardian acknowledging that there are "many bloggers out there who are often just as good as Guardian journalists – if not better – at spotting stories and responding quickly and imaginatively to them".

Unable to up its game and thus to compete, it is adopting the usual corporate trick of trying to corral the bloggers into a pen, where they can be housetrained and controlled.

But, of course, such is the poverty of corporate thinking, that it ends up recruiting the dross, unable – as always – to deal with the real independents. They will continue to provide the real thinking, and the best content, while the MSM continues its steady decline to obscurity.