Industry expert Vin Crosbie told a newspaper conference that small circulation papers in America had seen page views double with the introduction of a series of popular daily blogs.
He told an audience of editors and circulations bosses how advertising was now being sold on the back of blogging and examined the possiblilty of it taking off in the UK.
"This is the idea that journalism is not to be handled only by specially-trained individuals," he said.
"We can only imagine how this might go down with the National Union of Journalists, but this is happening for the US and has provided a way to develop loyalty of readership."
He highlighted LJworld.com and Lawrence.com, which have 12 links to weblogs direct from the home pages.
- Hold the front page