New York Times Sunday Magazine

Conservative Blogs are More Effective
By MICHAEL CROWLEY

Published: December 11, 2005

When the liberal activist Matt Stoller was running a blog for the Democrat Jon Corzine’s 2005 campaign for governor, he saw the power of the conservative blogosphere firsthand. Shortly before the election, a conservative Web site claimed that politically damaging information about Corzine was about to surface in the media. It didn’t. But New Jersey talk-radio shock jocks quoted the online speculation, inflicting public-relations damage on Corzine anyway. To Stoller, it was proof of how conservatives have mastered the art of using blogs as a deadly campaign weapon.

That might sound counterintuitive. After all, the Howard Dean campaign showed the power of the liberal blogosphere. And the liberal-activist Web site DailyKos counts hundreds of thousands of visitors each day. But Democrats say there’s a key difference between liberals and conservatives online. Liberals use the Web to air ideas and vent grievances with one another, often ripping into Democratic leaders. (Hillary Clinton, for instance, is routinely vilified on liberal Web sites for supporting the Iraq war.) Conservatives, by contrast, skillfully use the Web to provide maximum benefit for their issues and candidates. They are generally less interested in examining every side of every issue and more focused on eliciting strong emotional responses from their supporters.

But what really makes conservatives effective is their pre-existing media infrastructure, composed of local and national talk-radio hosts like Rush Limbaugh, the Fox News Channel and sensationalist say-anything outlets like the Drudge Report – all of which are quick to pass on the latest tidbit from the blogosphere. “One blogger on the Republican side can have a real impact on a race because he can just plug right into the right-wing infrastructure that the Republicans have built,” Stoller says.

Earlier this year, John Thune, the newly elected South Dakota senator, briefed his Republican colleagues on the role of blogs in his victory over Tom Daschle, the former Democratic minority leader. The message seems to be catching on. In Arkansas, the campaign manager for the gubernatorial candidate Asa Hutchinson sent a mass e-mail message to supporters in May promoting the establishment of blogs “to comment on Arkansas politics as a counter to liberal media.” With the 2006 elections coming, Democrats have begun trying to use blogs more strategically. But given their head start, Stoller says, conservatives “will certainly have an upper hand.” Again.