Bloggers audience is on the rise in the US with four in ten Americans now reading them regularly, according to a new survey.

But that apparently isn’t detracting from other forms of media – only 13% of blog readers said they spent less time reading newspapers, watching TV and so on as a result.

The survey, of 1,000 web users, hints at the effectiveness of blogs as a marketing tool.

Forty three percent of all blog visitors and 61% of the 18 – 24 age group said they had noticed advertising on blogs, while almost a third had clicked on an ad while reading one.

 also found:

  • Readers are loyal to specific blogs, with 46% of blog readers saying that they visit the same ones regularly.
  • Age is obviously a big factor in awareness, with 90% of the 25-34 age group knowing what a blog is, compared to just 65% of over 65s.

Related stories:

Blogosphere still growing – Technorati

Q&A: Six Apart’s Anil Dash on business blogs