Aug
I found a Forrester slideshow that detailed some results from several blogs they own: including Web Strategist, the Interactive Marketing blog, and Groundswell.
While not a “white paper”, page 11 is an interesting metric that I haven’t seen elsewhere- roughly 70% of the readers subscribe through RSS. This is a very high percentage that I have seen near identical results on our own RSS count vs. web visitors (123 floats around 60-65%)
I also found that the professional categories of the readers were interesting. The two largest groups @ 22% each were Marketing and 10% Interactive Marketing. The third largest was @ 8% - “Independent Consultant”
Apparently the “movers and shakers” are the marketing and consulting folk who have bottom line responsibility and need to prove return on investment. In any case, here is the slideshare with the rest of the information (worth browsing through):
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