According to study conducted by media research analysis firm Cision, the mention of blogs in national magazine and newspaper publication has increased more than 16-fold over the last five years. Of the top 20 publications reviewed, blogs and bloggers were mentioned more than 13,000 times during a one-year period ending June 2008.
From Cision’s press release:
“This stunning growth in blogger influence magnifies the importance of employing common sense when contacting bloggers,” said Peter Granat, Cision Executive Vice President. “Knowing the blogger and his/her focus is the critical element in a successful blog relations campaign. While many blogs are highly visible in their own right, the growing influence with the mainstream media elevates their importance.”
A recent survey conducted by public relations firm Brodeur Partners found that 57% of 178 journalists contacted read blogs at least 2-3 per week. 18% read blogs on a daily basis.
The PRWeek/PR Newswire Media Survey revealed that nearly 40 percent of the participating journalists employ blogs to find topics for stories, 30 percent use them to find experts, and nearly 58 percent use them to measure sentiment.
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