The audience for blogs and white papers is similar, although bloggers spend more time online, are younger, more tech savvy, educated, earning high incomes and having broadband connections.
Blogs are sprouting everywhere it seems. It is estimated that over 12 million Americans have their own blogs. The total number of blogs in the US doubles every five months with 700,000 being created every single day, of which 76,000 shut down due to lack of traffic.
At the recent Chicago DM Days & Expo '06 organized by the Chicago Association of Direct Market, Dana VanDen Heuvel, director of RSS and Blog advertising at Pheedo explained,
RSS is the new e-mail, blogs are the new whitepapers and podcasting is the new webinar. [Anywhere] from 10-30% of Internet users are using blogs. Forrester Research's estimate of 10% is the most conservative, EMarketer thinks it's 14%, Pew 25%, Princeton Survey 27% and comScore Networks 30%.
Blogs are making a significant dent as consumers are becoming highly skeptical to mainstream advertising and are increasingly resisting advertising to gain control of decisions. Media sources are also becoming fragmented and targeting the right customer is becoming crucial. The underlying force is that consumers are demanding higher accountability.
This is a short version of my post on desicritics.org