That blogs—which generally provide continuously updated commentary on a particular subject, such as politics, economics, local news, or entertainment—are gaining acceptance by old media companies reflects their acknowledgement that Internet users would rather participate in the news than simply consume it. In addition, blogs are typically aimed at a niche audience; and each, with its own particular voice and point of view, develops a “community” of readers, and increases the potential for targeted advertising. ^
More likely, it is the niche factor and the distrust of any human group large enough to afford its own shareholders. Blogs have taken over the thinking person’s internet, because apart from large media outlets and generic services that everyone uses (search, email, twitter, youtube), there isn’t much to read unless it comes from niche indie media, which blogs are. If two guys in a garage are a record label, a lone 30something woman in front of her Mac Mini is a niche publisher.