It’s becoming increasingly difficult to draw a line between bloggers and reporters, and communicators should have a renewed interest in the online landscape if they’re not already active there.

PaidConteng.org’s parent company, ContentNext Media, just named former Dow Jones executive Nathan Richardson as its new CEO.

Dean Takahashi, formerly a reporter at the San Jose Mercury News, recently left the paper for VentureBeat. Rieva Lesonsky is leaving Entrepreneur to start her own Web site venture.

More examples abound of reporters moving to online ventures, but print publications are also snapping up existing blogs to incorporate them into their online plans or aggregating content and essentially creating an ad network to sell ads on those blogs.

Media companies are partnering with groups of blogs to form ad networks and content aggregators to get a share of the revenue that has been largely controlled by search engines. (Disclosure: Our client, Six Disciplines, will partner in the Forbes network.)

It’s a two-way street with reporters crossing over into blogs and blogs crossing over into media company networks. Communicators need to know who their audience is reading and where. Pundits have been saying it for awhile now but it’s even more applicable today – if you’re a communicator, you need to have a working knowledge of blogs, especially those that relate to your client and their industries.

Courtesy of my colleague Allen Arnold, here’s something he deemed fitting: a song Bob Dylan wrote about print news outlets:

Come gather ’round people

Wherever you roam

And admit that the waters

Around you have grown

And accept it that soon

You’ll be drenched to the bone.

If your time to you

Is worth savin’

Then you better start swimmin’

Or you’ll sink like a stone

For the times they are a-changin’

— by Tonja Deegan