The MSM tries to be like bloggers and do blogs and it's always suppose to be a big deal. They pay big names and promote it like anything and yet, they always end up flat on thier faces. Why?
Because to both sides of the argument the MSM is the enemy. The right isn't gonna trust or read them cause they are the Liberal Media. The left is going to stay away from them because they are Lapdogs.
The MSM is too inside the bubble. They live in the rarified air of the insiders. they kool kidz. What they pundit and what they say is very irrelevant because it's not what the kooler kidz outside the bubble know and see.
It's like the Note. It's so inside Washington and so gop cheerleading. The only ones who read it and think it's the thing are the Insiders. The outsiders who read it do so for a good laugh and to make fun of.
If the MSM wants to target this audience and get in with the kooler kidz and speak to an audience outside the small little bubble, and play blogs, then get the real deal. Get real bloggers who have an audience and are respected, are relevant. Know how to write blogs. It's different from newspapers, or inside the beltway garbage. More edgy and sarcastic. Bloggers write like the Daily Show or could write for the Daily Show. To do that, you have to be outside the bubble.
In the meantime, the MSM will keep on trying and fail to understand the nature of the beast and wonder why no one thinks thier hot little site is so hot.