The Internet changes everything. The timing is all that's in question. Goodbye Mr. Rather. How the mainstream media responds to the effect of blogs remains to seen. Will MSM attempt to co-opt the best bloggers as Time speculates? Doubtful this will succeed. There are too many bloggers and thousands added daily for that scenario.
"Where will they go from here? It's hard to imagine that bloggers will be content to remain media gadflies, sniping at the giants from below. In fact, it's entirely possible that they will ultimately be assimilated into the mainstream media they now openly despise. They'll start accepting advertising (Power Line already does), they'll go on Leno, they'll lose their outsider cred and their aura of driven-snow purity. The best bloggers will be hired away by the hated MSM, bought off with Op-Ed columns and cable talk shows. And if bloggers do become Big Business, they will lose their free pass and become subject to the same scrutiny that 60 Minutes is under. After all, it's not as if Power Line never makes a mistake. It's just that right now, because Scott Johnson isn't as famous as Dan Rather, the expectations and the stakes aren't very high. That will change."
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