Great news! Jupiter research released a study that, if correct, indicates that blog consultants are going to be very busy this year! Findings from the JupiterResearch study on corporate blogging:

• 35 percent of large companies plan to institute corporate Weblogs this year. Combined with the existing deployed base of 34 percent, nearly 70 percent of all site operators will have implemented corporate blogs by the end of 2006.
• Only 32 percent of marketing executives said they use corporate Weblogs to generate WoM around their company’s products or services.
• 64 percent of executives spend less than $500,000 to deploy and manage corporate Weblogs.

Like most people you’re probably thinking that 70% is awfully high. Toby Bloomberg of Diva Marketing thought there was something not quite right with the study, so she sent them a note asking them if they could clarify how they had got that number. This was the response:

Information about JupiterResearch reports are available to accredited members of the press for free and clients.After looking at your blog link, JupiterResearch has decided not to fulfill your request for more information since the blog is closely tied with your company that serves as a consultancy. I?Äôm sorry I didn?Äôt tell you this earlier, I didn?Äôt realize that your company and blog were so closely affiliated.

If you?Äôd like more information about becoming a client or purchasing a report, please let me know.

A weak reply if you ask me. Fard Johnmar also thought it was lame as well and plunked down $750 to purchased the report. He’s provided a professional and objective review of the JupiterResearch study on Healthcare Vox. Interestingly, even after reading the report Fard has unanswered questions about the methodology.

“I feel it is important for me to share my observations about the report because it is far from adequate. I have two pieces of advice for readers: Don?Äôt buy this report. Don?Äôt accept the results of this survey.”

I suggest you read Fard’s full post.

My conclusion is that JupiterResearch was a bit optimistic. I do think that many businesses will embrace blogging as an effective corporate communications tool, but 70% by year end is unlikely.

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