Bloggers audience is on the rise in the US with four in ten Americans now reading them regularly, according to a new survey.
But that apparently isn't detracting from other forms of media - only 13% of blog readers said they spent less time reading newspapers, watching TV and so on as a result.
The survey, of 1,000 web users, hints at the effectiveness of blogs as a marketing tool.
Forty three percent of all blog visitors and 61% of the 18 - 24 age group said they had noticed advertising on blogs, while almost a third had clicked on an ad while reading one.
It also found that readers are loyal to specific blogs, with 46% of blog readers saying that they visit the same ones regularly. And age is obviously a big factor in awareness, with 90% of the 25-34 age group knowing what a blog is, compared to just 65% of over 65s.
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