The guys at Podcasting News share highlights from a new report by Universal McCann that suggests new media is becoming mainstream media. Among the research highlights:

“Blogs are a mainstream media world-wide and a collective rival to traditional media (184m bloggers world-wide, China has the largest blogging community in the world with 42m bloggers) – 73% have read a blog, 45% have started a blog.”

Key social platforms mentioned in the report: Blogging; Micro Blogging; RSS; Widgets; Chat Rooms; Message Boards; Podcasts; Video Sharing; Photo Sharing.

If you’re in media now and these terms are foreign to you, or seem silly and pointless, the Cluetrain doesn’t stop here anymore.