According to The Washington Post, “Visits to Sites for Blogging, Local Information and Social Networks Drive Web Growth”. If you are looking to build your ROI model for launching your enterprise into blogging and beyond, this makes the case pretty well:

While growth is slowing at most top Internet sites, it is skyrocketing at sites focused on social networking, blogging and local information.

To be clear, I’m not suggesting that your little blog (or my little blog for that matter) is going to come close to rivaling the growth of MySpaces. The point I am making is that what this research tells is that to be successful as a publisher or marketer you don’t have to be blogging – but you have to be participating in this medium and its relatives.