When new technologies are introduced to the public, their widespread adoption is dependent, in part, on news coverage (Rogers, 1995).Yet, as weblogs began to play major role in the public spheres of politics and journalism, journalists faced a paradox: how to cover a social phenomenon that was too large to ignore and posed a significant threat to their profession. This article examines how blogs were framed by US newspapers as the public became more aware of the blogging world. A content analysis of blog-related stories in major US newspapers from 1999 to 2005 was conducted. Findings suggest that newspaper coverage framed blogs as more beneficial to individuals and small cohorts than to larger social entities such as politics, business and journalism. Moreover, only in the realm of journalism were blogs framed as more of a threat than a benefit, and rarely were blogs considered an actual form of journalism.