Emerging Technology

How influential are blogs?

SmartCompany /

Blogs are having an ever more noticeable impact on the daily news cycle in the US as they move towards the presidential election later this year, according to a survey of journalists conducted by Brodeur and reported by Marketing charts.

Over 70% of journalists surveyed said blogs have increased the speed of the news cycle, while 61% said blogs were affecting the tone and 51% the editorial direction of news reporting.

It’s not surprising that blogs are having an impact, because it appears journalists are spending a lot of time reading them – just over 20% of journalists said they spend more than one hour a day reading blogs. More than three quarters of journalists surveyed said blogs were a source they consulted regularly for ideas or angles for their stories, and 70% said they have a list of blogs they consult regularly.

Of course, the line between bloggist and journalist is itself becoming increasingly blurred. Over a quarter of journalists said they maintained their own blog and 16% have their own social networking page.


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