Because they attract niche audiences,
S&P says that blogs would be a perfect fit for a larger online publisher, which could add to its readership by bringing in a broader audience; both entities would also benefit from
cross-promotion.
Moreover, the interactive aspects of blogging are particularly important. Acknowledging this, many big publishers, like the NY Times Digital and WashingtonPost.Newsweek Interactive, have added blogging tools to their sites. The Post even provides links to other blogs specializing in technology, health, the environment, etc. All of which indicates that publishers are ready to embrace the new trend.