Here is what they have found, along with a graph from their post showing the impact of a Freakonomics blog post on frequency of a paper's downloads:
· Blogging about a paper causes a large increase in the number of abstract views and downloads in the same month: an average impact of an extra 70-95 abstract views in the case of Aid Watch and Blattman, 135 for Economix, 300 for Marginal Revolution, and 450-470 for Freakonomics and Krugman. [see regression table here]
· These increases are massive compared to the typical abstract views and downloads these papers get- one blog post in Freakonomics is equivalent to 3 years of abstract views! However, only a minority of readers click through – we estimate 1-2% of readers of the more popular blogs click on the links to view the abstracts, and 4% on a blog like Chris Blattman that likely has a more specialized (research-focused) readership.
· There is some spillover of reads into the next month (not everyone reads a blog post the day it is produced), and no evidence that abstract views and downloads lead blog posts.