Blogs - A Takeover Target for Mainstream Media

Kimberley Castro - First came social networks. Then virtual worlds. Now blogs are dazzling the eyes of major media publishers as the next takeover targets.

That blogs - which generally provide continuously updated commentary on a particular subject, such as politics, economics, local news, or entertainment—are gaining acceptance by old media companies reflects their acknowledgement that Internet users would rather participate in the news than simply consume it. In addition, blogs are typically aimed at a niche audience; and each, with its own particular voice and point of view, develops a “community” of readers, and increases the potential for targeted advertising. Link.