eMarketer: Blogs Now Mainstream Media

The blogosphere has reached a point where it is no longer distinct from mainstream media, says eMarketer.

Blog sites now reach tens of millions of people in the U.S., and the numbers of blog readers and creators are expected to continue their upward trajectory.

In 2009, 96.6 million people are blog readers, representing 48.5 percent of the Internet population, says eMarketer. By 2013, 128.2 million people — or 58 percent of all U.S. Internet users — will read a blog at least once per month.

This blogging activity presents new opportunities for marketers to influence and monitor conversations that may be relevant to their businesses.

Of course, these conversations will continue to happen with or without participation from marketers, but those that join in — whether through their own sites or through a brand presence at independent venues — will have a place at the table.