A few weeks ago I read on Neville's blog about Boeing's new 777 Flight Test Journal blog. Boeing gets this new blog right.

The 777 Flight Test Journal blog is written by the Boeing employees that actually helped build and test the plane. They are pilots and engineers, the human-side of Boeing. (Neville offers his thoughts on the new blog as well)

The 777 blog is a bit of a contrast from Boeing's original entry into the blogging world, Randy's Journal. The first blog is written by Randy Baseler, vice president of marketing for Boeing Commercial Airplanes in Seattle. Randy's pseudo-blog was not well received at first. The journal lacked many of the features of a blog (comments, trackbacks, categories, etc.). I have to hand it to him though, the marketing sense to launch your blog the day before the official launch of the Airbus A380 was a smart move.

Randy did respond to the criticism and made some slight changes to the blog (my comments on the changes). There are comments now, but they are not linked to each individual post. It is some sort of group therapy listing.

Earlier this week I commented on another blog that I would never expect Randy to write a non-positive thing about Boeing. He's a marketing VP so I take much of what he says to be the standard Boeing marketing line. Yes the 777 blog might also be pure marketing spin, but I am more apt to believe the 777 blog. As I rough example, I put forth this hypothetical situation to a recent seminar group.

On the subject of fuel efficiency between the new 777 and any Airbus product this is what I would expect to read:

On Randy's Journal: The new 777 has far greater fuel efficiency than any Airbus jet and offers significant operating savings for long-haul carriers.

On the 777 Blog: During initial tests our burn-rate for the new GE XXX engine was X/lbs/hour.

See the difference?

Looking at the first comment, you say "of course he would say that" is Randy ever going to say that the Airbus is better in any aspect?

Now look at the second comment. Any airline industry insider would look at it and know what their average fuel consumption rates were for various aircraft types and draw their own conclusions. Yes the 777 might have the best fuel efficiency and they will know it. They did not need to be spoon-fed the information.

As an amateur commercial aircraft geek I love the new 777 Flight Test Journal. I just wish Airbus would do one for the A380.