Dive Brief:

• To help decipher whether mobile migration is a good or bad thing for blogs, AdAge pulled together some data from the four major blog platforms — Tumblr, Blogger, WordPress, and Medium. 
• The bad news is that all four platforms have experienced double-digit decline in U.S. desktop readers, but all but Medium have been able to gain enough mobile users to eclipse those on desktop. 
• The move to mobile use has also spiked engagement for some blogs, with Tumblr, for example, seeing engagement increase by 124% in the past year. 

Dive Insight: 

Mobile migration is not the death of blogs — or even long-form content — but those areas will need to adapt to the format. Marketers looking to hold on to their blog readership will need to find ways to keep users' attention on mobile which is a task quite different than desktop.