Blogs in the Eye of the Beholder

To test the direction that blogs are heading - rather than where they have been historically - Catalyst probed usage and navigation of one of BusinessWeek's five new blogs. The result? No participant understood the mechanisms associated with RSS/subscribing to a blog - not even the minority familiar with the term RSS. What's more, few participants even recognized that they were on an actual blog - and once they did, had a very different reaction to the information presented. Prediction: come 2010 we won't be delineating blogs from web sites. They'll all be part of what we call the Internet.