How many blogs do you read?
John Moore, from Brand Autopsy, writes in his latest post that, according to a poll conducted by the Wall Street Journal, 62% of the voters don't read blogs. Period.
Fact: Blogging is hip, so everyone and a few people more own a blog.
Fact: Blogs are getting easier and easier to find and search, thanks to the likes of Technorati, or Google Blog Search.
Fact: Blogs have gained great notoriety, even in traditional media. Newspapers refer blog content, and blogs refer paper content, so, it has grown outside the web.
Fact: There are well-known people blogging. Lots of them. Politicians, journalists, musicians, actors, writers, among others.
Fact: Even though well over half of the blogs out there have no "readable" content whatsoever, there are many who actually present interesting and worthwhile content. Besides, these are the most visible.
Fact: 62% of voters in mentioned poll still don't read blogs.
So, speaking in traditional marketing terms, we can't blame the product. The content is there. We can't blame promotion, either. Blogs are visible and well publicized. Price? It's free! You do have to pay your internet access fees, but you would anyway. So, the problem resides in distribution.
Blogs are not user-friendly. You either open up a blog in its web form, read it, open another blog, read it, having to repeat the process endlessly just to actually read something, or you have to cope with something like RSS, or My Yahoo!, which requires configuration, and some work on the part of the user.
The day that reading your favorite blogs is as simple as opening up one(1!) webpage on your computer (or preferably in a mobile device, such your phone or pda, so the content can become truly mobile) containing all your info, but in a design as simple as a newspaper, then, blogs are really going to shine.
Sure, there is My Yahoo! and Google Homepage. It's a step in the right direction. But it needs to become simpler, cleaner, and more elegant. The tech needs to become invisible, so that anyone can use it.