Business Week reporters produce a glossy blog simulacrum and end up with a radical claim:

“Think of the way we produce stories here. It’s a closed process. We come up with an idea. We read, we discuss in-house, and then we interview all sorts of experts and take their pictures. We urge them not to spill the beans about what we’re working on. It’s a secret. Finally, we write. Then the story goes through lots and lots of editing. And when the proofreaders have had their last look, someone presses the button and we launch a finished product on the world.

If this were a real blog, we probably would have posted our story pitch on Day One, before we did any reporting. In the blog world, a host of experts (including many of the same ones we called for this story) would weigh in, telling us what’s wrong, what we’re overlooking. In many ways, it’s a similar editorial process. But it takes place in the open. It’s a discussion.”

Ah, the discussion. But is it really a similar editorial process?