BlogAds, a leading ad network for blogs, released its second annual survey of blog readers. Some 30,000 blog readers filled out the survey. I’m too busy to summarize, but suffice it to say blog readers appear to be a high-quality audience that should be attractive to advertisers.
This is must-read for anyone who is trying to sell advertising on blogs. One thing that would make the study better, however, would be to index these questions against average Internet users, so we had a sense of how blog readers are better than average Net users. Still, it certainly makes a case for the value of blog readers.
I neglected to mention that Gallup just released a survey about blog readership that found that 15% of Americans, or 19% of U.S. Internet users, read blogs at least a few times a month, but the findings of the poll were available online for only a few days before they went behind subscription-access lock-down. Here is a MediaPost article that analyzes the two polls together, including this nugget:
Frank Newport, editor in chief at Gallup
poll, says his results are not inconsistent with Copeland’s conclusion.
Newport compared readers of blogs to readers of The New York Times. "We know that only a fraction of the American public reads the Times, but it affects everyone because that’s what the people who control mainstream media read."