Counting blogs

The WSJ numbers guy counts blogs and tries to determine their significance in the greater scheme of things. Not much, by his estimation.

ComScore Media Metrix and Neilsen//NetRatings are the sources most often used by online advertisers to track unique visitors. Neither tracks blogs as a matter of course, though comScore did look up traffic for 13 prominent blogs in April, upon my request (I picked ones from the top of the various rankings). Just five met the company's minimum threshold for statistical significance of about 150,000 monthly visitors. Media and gossip site Gawker had the most, with 304,000 unique visitors. The others that cleared the cut: Defamer (287,000), Boing Boing (250,000), Daily Kos (212,000) and Gizmodo (209,000). Among those that didn't were prominent political blogs Instapundit, Power Line and Eschaton. (I asked NetRatings about the same 13 blogs, and it had reportable data only for Defamer, Daily Kos, Boing Boing and Gizmodo -- and the sample sizes didn't meet standards for statistical significance.)
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By point of comparison, comScore says the New York Times's Web site had 29.8 million unique visitors in April.

Via TTLB, who contributed his expertise to the story.