I often recommend that folks set up new test blog accounts with each of the major providers: TypePad, Wordpress, MovableType, and Blogger. I recommend this because each platform is written slightly differently. Each uses different code, and offers a different set of plugins, or extra tools.

If you force yourself to start four test blogs, one on all of the platforms, you'll be in a position to learn the differences and similarities of each. For example, once you've set up a new blog, you can access the main index template for each to see how it's been written. What can you add or change? If you insert a line of code into all four, what is the outcome of each? If you find a third-party tool, such as Feedburner, how can it be applied to each of the blogging platforms - and how effective is it on each one? What can you learn from simple experimentation, and how can you apply that to the way you publish and distribute your content?

We don't do nearly enough research and development in journalism, and that causes news organizations to panic when they need to change content management systems or upgrade their servers or any number of other technology-related upgrades. Because they don't have experience trying out new tools, comparing them to other systems and learning how they're created, many newsroom managers typically choose the wrong systems when they're forced to make a decision.

Setting up a new test blog on TypePad, Wordpress, MovableType and Blogger will cost you nothing. Pick a single topic, such as local crime or politics, and craft one entry to use on all four platforms. Don't just copy and paste - go through the motions of creating a new blog entry each time. Include hyperlinks, images and video if you can. Now look at how each blog looks on the web. Try posting some comments. What do you like and dislike? What would you change?

Testing blogging platforms is a simple way to get started building an R&D culture in your newsroom, regardless of staff and budget size. Next, try testing components within your content management system, publishing tools, video editors and whatever else suits your fancy!