The denouement of the Wall Street Journal's anti-blog rant continues as we find a delicious example of how a blogger can perform acts of journalism that at least match those of the media elite.
post about Joseph Rago or other mainstream media pharoahs, but a guy named Scott with a taste for the finer chocolates in life.
At his couverture they use in crafting chocolates with price markups upward of 1,300 percent.
Scott not only deduced in Holmesian fashion which couverture Noka uses, but made the search for it as engaging a read as one will find online. He provides a photo of Noka's HQ, a storefront nestled in a Plano, TX, strip mall, and the details of interactions with Noka co-founder Katrina Merrem.
Ultimately, Scott learned that Noka simply remolds and rebrands
The ten-part tale combines the kind of digging and storytelling that the mainstream media would like people to think comes to reporters through journalism school graduation and subsequent induction into the Masonic-like mysteries of the old media world.
It doesn't. Applied knowledge, attention to detail, a desire to dig for information, and a decent command of the written word make all the difference. It's not the name on a masthead, but the drive of the writer that counts. Go read about chocolate and see.
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David Utter is a staff writer for Murdok covering technology and business. 
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