Industry blogging (Op-ed blogging) is definitely on its last legs. I think there are now three routes that I can see people taking if they still want to be having a voice in the industry.
Content Syndicators (Brainpicker, Digital Buzz Blog) this is a hard role as you have to be trawling a lot of content and on top of everything, the only big example in Australia that I have seen for this is Digital Buzz Blog.
Content Creators - Creating small projects that will get you attention. Usually these take a long time to create. Re: Digital Creatives doing Awesome Things
Become a News Source (Mumbrella, Campaign Brief) breaking news stories about the industry.
What other routes can people take?