So who is actually reading the millions of blogs out there?
Some studies take the 'half full' approach - they say that the dramatic increase in blog readership means we all should blog, because blog readers are the early adopters and opinion leaders.
Other say the figures are so low it's not worth putting our time and money into this activity.
Seems to me it rather depends on who you are targeting. Here are the latest demographics on blog readers from BlogAds:
75% are over 30
75% are men
43% have HHI over $90K
Most, 14%, are employed in education
71% have signed a petition
66% have contacted a politician
50% (highest of any media) rank blogs tops in usefulness for news and opinion
If this sounds like your perfect target audience get online and start blogging.
If you're after women with kids who shop at Wal Mart, a corporate blog is not for you.
Between February and November last year, those who say they read blogs jumped 58% to 32 million readers. Still, only 38% of Internet users knew what a Web blog was.
For any company looking to create direct, honest and open communications with their customers, blogs are a great tool, but the fact remains that they must be considered a marketing communications vehicle, not an electronic printing
