In the wake of the ScienceOnline 2011 conference, a familiar spectre has reared its inevitable head – the echo-chamber argument. The central question is this: do science bloggers solely speak to each other and those with a pre-existing interest in science, or are we capable of reaching a broader selection of readers? As Emily Anthes asked, “Who are we really writing for? Is it just for each other? Are the debates we’re having really reaching a wider audience?”

This is a worthwhile question and I’d be disappointed if a gathered group of scientists and journalists – two professions who are paid to be skeptical – didn’t ask it. The concern is also real. With newspaper sales on the decline, people