Big media and blogs

From reuters

You're not going to see mass blogs equaling some of the largest media companies in other spaces," said Dan Buczaczer, a director at interactive media buyer Starcom IP, part of Publicis (PUBP.PA: Quote, Profile, Research). But their very appeal to niche audiences "neatly mirrors where other media is going," he said.

Buczaczer expects a handful of blogs will develop an audience large enough to secure more substantial ad dollars this year. A wave of companies will also start blogs to create more immediate links to consumers in the near term, he said.

As many as 64 percent of marketers are interested in advertising on blogs, according to a Forrester Research study, though their investment would still be a fraction of the $14.7 billion expected to be spent on Internet ads this year.

Another 57 percent are looking to include marketing messages on RSS (Real Simple Syndication) feeds which allow a viewer to see instantly updating headlines from news, Web logs and other sites via a simple Internet browser.