Sadly, I can't link to the article they cite as the link seems to be broken, but it's quoted by royby and Rob Irwin. Another article which looks pretty identical is posted here.
What really amused me was this quote:
A shaken DDB London planning director, Sarah Carter, admitted: "Our research not only shows that there is no buzz about blogging and podcasting outside of our media industry bubble, but also that people have no understanding of what the words mean. It's a real wake-up call."Oh wow. Do media people talk mainly to each other and live in their own little constructed world of topics which have been able to get over the news treshold. Who'd have thought. Oh, wait a minute, Galtung and Ruge pointed out in 1965 - that's 40 years ago for us who can still do simple calculations - that foreign news do not depend on the actual events in the world and their importance at an objective scale, but on what reporters think is important according to a certain set of criteria. More recent research only confirms that this is true all the way down to the local newspaper.
When it comes to weblogs, it is certainly true. How many of the weblogs in the world compete with, or even care about, the newsmedia? Still those are the weblogs journalists write about, and that is the way news media define blogs. A small, newsmedia-related part of the universe is taken to represent the whole.
media industry bubble?