Here's an interesting mainstream article which illustrates the rapid rise of blogging, podcasting, etc, over traditional media. 

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

"The growth in blogging reminds us the Internet is fulfilling its original promise about participation," said Gary Arlen, a research analyst and president of Arlen Communications Inc. "This medium empowers users in such a way that they can do what they want and be heard."

Full story @ New Trends in Online Traffic at the Washington Post 

John Lorance
CompuMentor/TechSoup