from adrants.com :
"Higher click throughs and low out of pocket costs are driving some advertisers to weblogs writes B.L. Ochman. "Advertisers including Paramount Pictures, The Wall Street Journal, and The Gap are successfully reaching niche audiences for a fraction of the cost of traditional advertising and a handful of bloggers are earning six-figure incomes from their blogs. Why aren't more advertisers and bloggers getting together? Fear, ignorance and the knowledge that a lot of pioneers got shot."
With their low cost, niche focus and more personal tone, weblogs are well positioned for a media landscape controlled more and more by consumers who have increasing methods of filtering the content they consume. The growth of weblogs has also been fueled by RSS (Really Simple Syndication) which is a method of publishing weblog content out to personal newsreaders and news aggregation services increasing readership."