In a world where most bloggers get below average traffic, audience size can’t be the only metric for success. LiveJournal had this figured out years ago, by assuming that people would be writing for their friends, rather than some impersonal audience. Publishing an essay and having 3 random people read it is a recipe for disappointment, but publishing an account of your Saturday night and having your 3 closest friends read it feels like a conversation, especially if they follow up with their own accounts.
This brings to mind a passage from William Zinsser’s classic book On Writing Well:
Soon after you confront the matter of preserving your identity, another question will occur to you: “Who am I writing for?” It’s a fundamental question, and it has a fundamental answer: You are writing for yourself. Don’t try to visualize the great mass audience. There is no such audience – every reader is a different person. Don’t try to guess what sort of thing editors want to publish or what you think the country is in a mood to read. Editors and readers don’t know what they want to read until they read it. Besides, they are always looking for something new… Relax and say what you want to say. And since style is who you are, you only need to be true to yourself to find it gradually emerging from under the accumulated clutter and debris, growing more distinctive every day.