Like most writers over the age of 35, if you scratch my word processor, Internet-enabled surface, you’ll find a pen and paper guy hiding beneath.

But is it possible to appeal to that old-world psychographic via a blog? Can you really engage a pen-and-paper audience online?

The US distributor of Moleskine notebooks (currently enjoying a huge renaissance) thinks so, and recently acquired the already-successful moleskinerie blog to do just that. 

The blog’s mission?

This is Moleskinerie, a blog dedicated to the proposition that not all notebooks are created equal. Its impeccable provenance notwithstanding this site will talk more about the places and adventures, life’s little dramas and other forgettable events that otherwise would have been lost were it not scrawled between the pages of these little black books.

Moleskine is not my obsession, it’s an attitude. I use other journals also. This site is not here to pontificate. It just is.

So, writers, travelers, artistes, dreamers and all - welcome to Moleskinerie!

A riveting mix of content ranging from scans of artist’s sketches (in their Moleskines, natch) to user stories, product information and other interesting tidbits, moleskinerie’s living proof of the power of the engagement blog - especially where readers exhibit passion for the subject matter.

A small sample of the work finding it’s way into moleskinerie’s posts.

What better way to gather (and engage) with the Moleskine faithful than to showcase the best pen-to-paper work being done?

How better to inspire a reader to buy a Moleskine and start scribbling than to illustrate the potential of the medium?

Ready to Engage

The site comes fully equipped with a dealer finder, launch information, a list of foreign-language Moleskine sites, and much, much more.

The site’s a magnet because it’s clearly a labor of love, not a counterfeit PR agency effort feigning passion for the subject matter.

In an earlier Engagement Principles post I suggested the “buy vs build” question would always fall squarely into the “build” camp, but I stand corrected.

The Moleskin distributor’s acquisition of Moleskinerie was inspired, and can’t help but pay dividends.

It’s engagement marketing at its passionate best. I’m hooked.

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