Blogs and Newspapers

[Extract] Within the past year, blogs have established themselves as an intrinsic form of online media on newspaper sites as the industry increasingly realises their commercial potential to attract new audiences, as well as their ability to entice readers to stay longer on newspaper sites. Offering instant interactive capabilities with audiences, blogs have developed a loyal community of readership who interact both with the newspaper and other readers. Blogs have also offered newspapers an opportunity to explore more personal topics in the form of niche blogs, which, for the traditional broadsheets, has meant publishing stories outside of the traditional subject matter resulting in a diversification of readership