Combine dubious research (comprised of admitted "best-guess extrapolation"), a couple of expert quotes, and the word "blog" in the headline.
What do you get? Plenty of pick-up in the blogosphere, and likely, plenty of traffic to a say-nothing bit AdAge.com "research."
Oh, what the heck. I'll link to it, too.
I'll allow bloggers are an egocentric bunch. Probably most blog about blogging as well as their topic of choice. However I'd rather see reputable news outlets think twice about their content -- and their reputations -- before throwing this particular brand of bone into the blogosphere.
My cynicism begins with the story's lead: "Blog this."
AdAge's study is a classic example of "lies, damn lies and statistics." It's light on sources or methodology, but lightening fast at leaping to alarmist conclusions. You'd think the American work force had stopped playing computer solitaire, surfing eBay, checking online personals, programming their cell phones or taking long lunches. From this bit of reportage-lite, you'd think blogs were the root cause of a lack of productivity in the U.S. workforce.
Surely AdAge can come up with a more respectable way to build traffic to its site. Perhaps by letting its print edition paid subscribers in at no extra cost?