In conjunction with the new cabinet line-up, I thought I’d finally plonk my arse down to write this post for those curious as to what was Monsterblog (monsterblog.com.my) and what happened to it. I personally don’t think it’s that big a revelation, but I understand that people deserve to know, for some of them have been faithfully visiting Monsterblog, leaving constructive and valuable comments while at it. Bear in mind that I reminisce based on my involvement and my point of view, which may or may not differ from other people’s experiences. For their sides of the story, go ask them lah. Also, by writing this, I’ll have to talk a bit about my current company. Which is a bit blah, because ideally I’d like to keep work and blog separate. Happily my boss is a cool cat.
Sometime in 2006 (don’t remember if it’s the first or second quarter), I was invited to join a blogging project. The concept was to be something like a community thing, which would eventually evolve into an all-in-one on-line magazine; with sections for news, societal issues, entertainment, food, IT… a very common sectioning decision. I don’t know the exact details, but Mack Zulkifli (one-time owner of brandmalaysia.com) who was either friends or acquainted with some top people at New Straits Times (NST) brought this blogging project over to NST, with the reasoning that NST would have the resources (such as archived news, talent such as photogs etc) to help out the project.
As far as I know, ShaolinTiger, Sultan Muzaffar, minishorts, Kimberlycun and Peter Tan were roped into the project before I went into it. I think Paul Tan and KY too, but I can’t be sure. The truth is that it has been a couple of years since, and no one remembers exactly exactly exactly what happened. After a while, kinkybluefairy and tigerjoe were brought in, and the bloggers line-up was complete (at that time).
My first meeting/ discussion on the project was at NST, where i found out that the blog would be called ‘monsterblog’. At first I was like, huh wtf… then I found out that NST already has a ‘moNSTer’ project, hence if we wanted to go with them, the blog would have to be monsterblog lah. My first thought was of the Monster recruitment thingy, which is big in Singapore and US (and now making its way to Malaysia), but whatever lah.
I won’t bore you with the details on how monsterblog was set up; domain and all. JARING was involved in the project to provide infrastructure, so the hosting part was settled. How to make money leh? I think the idea was to capitalise on on-line advertising at that time, with grandiose plans of cross-advertising between eMedia’s assets, NSTP group printed material etc etc. More points: 1) there was no black and white involved; 2) the bloggers involved will not receive money until ads are up, running and making money; 3) we were bloody excited about the project.
End of Part 1 because I have work to do.