Chip Shots by Chip Griffin

How to Measure the Blogosphere?

Matt Cronin, a partner at online marketing firm WebLiquid, emailed an intriguing analysis of the recent Gallup survey on blog audience:

Blogs are indeed quickly becoming mainstream but only to the extent that they’ll
complement the news picture for those who are interested, simply due to the
natural topic/opinion/agenda fragmentation of the blogoshere. While these
statistics reflect the demographics of blog readers, it’s an ill conceived
attempt to define the audience using a traditional media valuation model. Blog
readers can’t be defined by their demographics because it’s their curiosity,
interests and behaviors that binds them as a group, not age and income.

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