Self-Fulfilling Prophecy?

According to e-Marketer, traditional blogs continue to grow in readership. Perhaps not at the speed of social media like Facebook or real-time reporting like Twitter, but the long-form (OK, that's a relative term) is judged as having opinion impact.

There are some very interesting numbers in the article, and on a sense level, I believe it to be a good policy to increase the amount of content. I know anecdotal emails and comments support the blogs, particularly for underserviced sports.

My only question is the survey cited isn't a neutral (Pew, Annenburg, etc.) source. Obviously, e-Marketer has some bias.