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The Business of BloggingProduct Type: Market Research ReportPublished by: eMarketer Published: June 2005 Product Code: R203-373 Description Attention: Large Corporations, SMBs, Marketers, Advertising Agencies, Media Companies and Online News and Content Sites.The Business of Blogging report focuses on the use of blogs in business, either as a corporate marketing or communications tool, as an advertising medium for marketers, or a publishing format for media companies. Generally, the use of blogs by businesses remains a fringe activity. An informal eMarketer survey finds that a of major US corporations have blogs available to the public-and even fewer produce active sites with the link and feedback features that most readers associate with true blogs. Blogging by small businesses is even less common. Decentralized by design, blogs are unlikely to become a mainstream business communications tool without change at the root level of corporate culture. Meanwhile, publishing companies are beginning to offer blogs along with their more traditional content, and ads are beginning to trickle through to the upstart pages. Key questions the "The Business of Blogging" report addresses:
The Business of Blogging report aggregates the latest data from Blogads, Forrester Research, Gallup, Harris Interactive, InsightExpress, Perseus Development, Pew Internet & American Life Project, Quris, Technorati, TNS and many others-with eMarketer's objective, unbiased analysis to give you the information you need to make well-informed business decisions on the future of online marketing. A Sample of the Content from the "The Business of Blogging" Report: Sizing the Blogosphere The 2004 election cycle not only brought blogs to the attention of the general public, but also created a much larger blog readership. The Pew Internet and American Life Project reports that the percentage of Internet users who had read blogs jumped from 17% in February 2004 to 27% in November. New figures released in May 2005, however, showed readership growth had stalled. The most recent Pew data suggests that roughly 16% of the entire US adult population, or about 32 million adults, have read blogs. And although the wording of the question is broad-if a respondent recalled visiting a single blog even once, it would count toward the total-Pew found a significant number of regular readers: about 7% of the online population, or roughly 8.4 million people, said they had looked at a blog in the last 24 hours. (Similarly, a Forrester Research poll found that 5% of online consumers said that they regularly read blogs.) Harris Interactive found a higher readership. It asked 2,630 online adults, "About how often do you read political blogs?" Some 44% of respondents had read a political blog at least once. Not surprisingly, older readers are less likely to have read blogs. Gallup, in a poll conducted with CNN and USA Today, found that nine of 10 adults over 65 had never read one. Forrester also found blog usage skewed young-respondents between 18 and 24 were more than twice as likely to be regular blog readers than the population as a whole. A survey of blog readers by ad service company Blogads came up with an older age range. This may reflect that the survey started with a request for responses from some of the largest, most heavily trafficked blogs, a number of which were staple reading for politically active readers. Blog readership may have gotten an unsustainable boost from the unusually contentious 2004 election. The latest Pew data and other anecdotal suggest that blog readership has crested, at least temporarily. Blog readership growth probably will slow this year. It will take a significant amount of growth just to make up for the loss of short term political readers who logged off post election day. Table of Contents Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report. |
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