It also looks like the lines between blogging and the mainstream media have disappeared. That’s another key-finding of this survey. “Blogs are now mainstream media,” said Richard Jalichandra, CEO of Technorati, “We’ve certainly seen that with the number of professional, semiprofessional and passion/enthusiast bloggers who are creating real media experiences. At the same time, you’re also seeing mainstream media come the other direction to add blog content.” Source: eMarketer.

Knol has also publishing tools similar to single blog pages. But unlike blogs, Knol encourages writers to reduce what they know about a topic to a single page that is not chronologically updated.

Google plans to implement a ranking system for articles written on similar topics, which will push relevant articles to the top and encourage competition.