I am not sure if I believe this article in the Age. Perhaps some bloggers have influence, but not all. Plus, it helps if the blogger is influential in the first place. The article is a little 'deterministic' perhaps.
Bloggers and Internet pundits are exerting a "disproportionately large influence" on society, a report by technology researchers says.
The study suggests that while "active" web users make up only a small proportion of Europe's online population, they are increasingly dominating public conversations and creating business trends