Most mainstream users don’t read blogs. The layout and content are usually not what they are used to and most people would rather stick with the BBC or their favourite newspaper.
To combat this I try to turn my blogs into magazine / newspaper style sites to target mainstream users and just let savvy people read via RSS.
The interesting thing about mainstream media sites is the way that they report news. Bloggers tend to add their own opinion whereas journalists are trained to keep opinions out of the story. Whenever a mainstream news source picks up a story the first thing they do is interview an expert on the subject and include a quote from them in the article.
How many times have you got quotes from experts on your blog?