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Pew: Bloggers Wield Power By Creating Buzz
by Shankar Gupta
POLITICAL BLOGGERS WERE REMARKABLY EFFECTIVE at
generating buzz and driving opinion during the 2004 U.S. Presidential
election, but mass media still acts as the main information brokers,
according to a joint study by the Pew Internet & American Life
Project and BuzzMetrics released Monday. The study focused on the
impact of major political blogs on the national agenda during the last
two months of the presidential race of 2004. Researchers examined blogs
such as Instapundit.com, LittleGreenFootballs.com, and Powerline.com on
the right and DailyKos.com, OliverWillis.com, and Atrios.Blogspot.com
on the left. For the study, researchers tracked conversations in a
number of different channels--including political Web logs, the
campaign sites of George W. Bush and John Kerry, several Internet
forums and chat rooms, and media coverage from major mass media outlets
like the New York Times, USA Today, and the Washington Post.
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Consultants: Politicos Coming Around On Online Ads
by Shankar Gupta
POLITICAL CANDIDATES ARE STARTING TO believe
that online advertising allows them far greater opportunities to extend
reach and target constituents than do traditional ad campaigns, said
panelists Monday at a conference in New York City sponsored by Personal
Democracy Forum, a Web site dedicated to examining how technology and
the Internet are changing American politics. What's more, politicos
will continue to spend more online in the next election, predicted the
panelists. Michael Bassik, a Democratic political consultant with
Malchow Schlackman Hoppey & Cooper Partners, forecast that 2006
will a big year for online advertising in the political sector. "I
think '06 is going to be insane," he said. "The amount of work we've
done--it's more attention than I've ever seen paid to online."
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