“As Web 2.0 becomes a predominant online consumer model, traditional publishers are adopting interactive forums like blogs,” said Carolyn Creekmore, senior director of media analytics, Nielsen//NetRatings. “It makes perfect sense for online newspapers, where responding to a blog posting is like writing an instant letter to the editor,” she continued.

The overall unique audience to the top 10 online newspapers skewed male, with 60% men and 40% women while among newspaper blog pages, this skew intensified, with 66% men and 34% women. 

“Men tend to be both early adopters of new technologies and avid consumers of news,” said Creekmore. “That having been said, women make up slightly more than half of the active Internet universe and we can expect them to play an increasingly significant role in blog consumption.”