Blogs are the coming wave. Adage.com reports American workers now spend 3.5 hours a week, 40 minutes a day, at work, reading blogs. It's a interesting 'best guess' survey based on the way net traffic jumps  on workdays from 8am EST, postings and link assessments.  Naturally, AdAge report blog readership as a shock, horror and waste of time story. We've seen this before. 

The interesting thing is not the usual silly take on blogs ("wasted") but the clear evidence of the power of blogs to draw attention across the spectrum. We know blogs have only yet reached 5% of the online audience, RSS perhaps 5% of that group. And the net still has a way to go before it fully reaches everyone in the Industriallised countries, let alone the China's or India's, or countries even further down the development scale in Asia, Africa, or the Middle East. But the trend of the penetration is clear.

And of course, as Andy Sernovitz, CEO of Word of Mouth Marketing Association at least admitted, "it’s hard to segregate blog time since blogs often bounce readers to professional media sites."  Right. It means Blogs link into and out of every part of today's life and being only a click away, are set to deepen their involvement in everyone's everyday life.  Despite the nonsense of  corporate dinosaurs.