Online medium takes middle ground route to win readers

BEIJING - While micro blogs are enjoying enormous popularity in China, another form of blogging has sprung up in what is intended to be an innovation in the hottest Internet service in the country.

The "light blog" has made its way to an increasing number of Internet users as it positions itself as a unique service between Tweeter-like brief posts and long blog entries.

Inspired by Tumblr.com, a US-based light blog launched in 2007, Chinese Internet companies have been coming out with similar services since last year, betting it will be another hit on the Internet.