That's a simplification of the elaborate, clearly constructed analysis by Oxford of the contribution blogs are making to media. Among other things it says blogs:
- Media are becoming more collaborative, transparent and participatory.
- Blogs are compelling businesses to be more responsive and open.
- Traditional media are trawling blogs for tips and leads on stories they no longer can easily cover.
While the recession and transformation of media are creating seismic shifts of retrenchment and consolidation, Oxford concludes traditional media will find itself back at the heart of the more diverse business.