I dropped an e-mail to Luca Adelfio, the juice behind T.U.'s blog, and he kindly responded with some interesting details about his readership.
If anyone is interested, I'm happy to share what I know about the TU blog:
Our objectives with the blog are to increase website readership at www.tu.org by sharing info on angling the nation's top streams as well as educate readers about local conservation initiatives. I try to include both conservation project information as well as an angling report in each blog entry.
I don't think many 40+ year olds (the majority of TU's membership) read the blog, but a few are starting to, and the project has been well-received by 20 and 30 year olds. I have gotten e-mails from a couple folks who have joined TU after reading. I suspect that most of the readers who visit once keep coming back regularly.
A few of my entries (paticularly the ones that feature big fish) get upwards of 2000 readers. I would say we are now averaging 500-1000 readers/article, but I only have access to the number of folks visiting the photo galleries,
not the entry itself. Our readership seems to be increasing steadily as more folks hear about it by word of mouth.
Overall, I think TU is pleased with the publicity we are creating w/out any advertising costs. I hope that this medium will continue to provide a cost-effective way to bring attention to conservation efforts in the future,
particularly 10+ years from now.