WebProNews

WebPronews anchor Abby Prince-Johnson was present for the State of the Blogosphere Address and Opening Keynote session at BlogWorld on Saturday. She sat in as Technorati CEO Richard Jalichandra spoke before stepping out to interview him (stay tuned to the WebProNews Video Blog for that).

(WebProNews spent the weekend in Vegas at the BlogWorld Expo and chatted up the brightest minds in the blogging business. Stay tuned to WebProNews and WebProNews Video for updates.)

Technorati is expected to release its "State of the Blogosphere" data today, but at BlogWorld, Jalichandra provided a bit of a preview. He talked about how consumers have changed everything. "The influence is really found in the blogosphere...and blogs are media," he said.

The numbers vary, but they all show that blogs are here to stay, he says. I'm not sure anyone thought they were going anywhere, but it's good that he has confirmed this. He did talk about, however, the lines of blogging beginning to blur. You've got media blogs, personal blogs, professional and corporate blogs, etc. "All blogs are not created equal," says Jalichandra. Blogging is a serious endeavor. "It's not just in Silicon Valley or in New York, it's all over," he noted.

According to Jalichandra, two-thirds of the blogosphere are male, and 50% are between 18 and 34 years old. They are more educated and affluent than the general population. He then went on to talk about how brands have permeated the blogosphere.

Blog content has earned its way to be supported with advertising. Over half of readers view blogs as equal to traditional media. "Your brand is in the blogosphere whether you like it or not," he says. "The game has changed: blogs are media."

WebProNews anchor Abby Prince-Johnson contributed to this article.