And in terms of demographics, I mean, my mom reads Huffington post. Ariana Huffington is well-known enough to have done the talk-show circuit at least once.
Tech crunch is a niche demographic (silicon valley gossip is only interesting to people inside that particular bubble). I'm honestly not sure what weblogs inc is.
Weblogs, Inc. was the company that created Engadget, AutoBlog, Joystiq, etc. That acquisition essentially became the backbone of the content-oriented company into which AOL is transforming.
Thinking about it, my mom is actually extremely savvy.
One of the first people on Amazon (the free swag and shipping era), one of the first people using Google (got an email response from Sergei when she complained about an inappropriate search result), doesn't like Facebook, is into blogs, podcasts and web radio. So she probably doesn't click through the ads displayed on HuffPo unless it is something that she wants (in fact, I think she uses Adblock).
That said, she is fiercely loyal to companies that she sees as supporting her ideals. So if she does need something, and a product that has that functionality advertises on one of her media... she will get that product over another (perhaps better known or cheaper) product.
This actually contradicts the implication of my above post; that my mom reads it, therefore it must appeal to the masses.
The truth is, my mom likes it, and she is an excellent market indicator.
I would have to disagree there. The TechCrunch audience is a relatively self-selecting group of technology and startup enthusiasts. This is valuable. There are companies that want to reach these people.
Huffington Post, I imagine, is mostly liberals of all genders, income, and level of education. I think there are far fewer companies that want to reach all of HuffPo's diverse readership.
Consider why popular, prestigious sites like washingtonpost.com have ads for Mesothelioma lawsuits and home mortgage refinancing.
