NOTE: Welcome, Instapundit readers! And thanks very much for linking, Prof. Reynolds.
Previously, I posted about how the relationship between blogs and the mainstream media is increasingly one of interdependence, not parasitism.
Now, via ZDNet, ClickZ News reports on a study done by Euro RSCG Magnet and Columbia University. It showed that many professional journalists are not just reading blogs, but actively using them as an aid to their reporting:
The Euro RSCG/Columbia study shows that more than 51 percent of journalists use blogs regularly, and 28 percent rely on them to help in their day-to-day reporting duties. By contrast, a recent Pew Internet and American Life Project survey showed that just 11 percent of the U.S. population as a whole reads blogs.I'm going to have to get a new irony detector. My old one just exploded.
"The fact that the media are using blogs for reporting and research... demonstrates that blogs have an enormous potential to not only influence the general public, but to influence the influencers journalists and the media as well," said Aaron Kwittken, CEO of Euro RSCG Magnet, in a statement.
Journalists mostly used blogs for finding story ideas (53 percent), researching and referencing facts (43 percent) and finding sources (36 percent). And 33 percent said they used blogs to uncover breaking news or scandals. Still, despite their reliance on blogs for reporting, only 1 percent of journalists found blogs credible, the study found.
Bill Quick says the survey bears out a prediction he made years ago.
Via InakaYabanjin and Slashdot, the Wall Street Journal points out that marketers are reading blogs, too, to see what people are saying about various brands.