Blogs picking up vital advertising

The media changes are continuing, with evidence of a rapid drift of Australian on line display advertising  from the big media players to networks of blogs and specialist websites.

It was interesting to see this week’s announcement that Yahoo7 will work with independent  group, Digital Niche, to sell advertising on blogs and fan sites serving key industries.

As part of the deal, the niche publishers will also gain access to Yahoo7’s services such as e-mail and search.

The big Australian media outfits, in recent months, have increasingly been jockeying to sell advertising on blogs and sites that serve industries such as travel, technology, financial services and automotive.