rise of thee blogs

Moldy Chum has an interesting post this morning, comparing the reach of fishing sites like cabela's/bass pro/orvis vs. the likes of kauffmans/the fly shop/riverwire. Of course, the results are not surprising -- bass pro and its ilk crushes the little guys... but hold on half a sec.... what happens when you compare the reach of a popular fly fishing blog to kauffmans/fly shop/river wire?
Well lookie lookie!!! Trout Underground's daily reach is comparable and often greater than the fly fishing e-commerce sites. You don't need an MBA to see what this means...