A Scoop of MSM

On our company site, which just happens to be under construction right now so please ignore the homepage mess, I’ve written about New Media:

New media is an interactive way of spreading your message using web activity.

We believe that one day every voter will get the majority of their news from the web. But that’s not going to happen in the next few cycles and it certainly isn’t going to happen today. Regular voters still get their politics from the opinion leaders.

We label opinion leaders as those who disseminate information to others. Mainstream media, activists, elected officials, uber-informed voters are all opinion leaders.

New media is important because most opinion leaders get a large chunk of their news from new media. That in turn is disseminated down to regular voters.

It’s called the two-step flow of communication. “The people with most access to media, and having a more literate understanding of media content, explain and diffuse the content to others.” Here’s how it works:

Joe lives in Columbia. He is 63 years olds, votes in every Republican primary, but doesn’t own a computer and wouldn’t know what to do with it if he did.

Bill is a reporter for the Associated Press who reads blogs every day. Today he read an interesting story on a SC blog, investigated it a little deeper, and wrote his own story. After posting his story on the wire, it was picked up by WIS and The State newspaper. Joe saw the story on the 11:00 news last night and read about it again in The State this morning. The story was written on a blog, read by a reporter, and disseminated down to the regular voter.

How often does that happen? Every single day.

For an example of what I’m talking about, take a look over at Adam Fogle’s PalmettoScoop.com.  Last week Adam broke a big story about the State of South Carolina spending taxpayer dollars to advertise specifically to homosexuals in a campaign called “South Carolina is so gay.”  Adam’s story has broke loose and hit every major MSM outlet across the state. Today it made it as far as MSNBC and the state has actually cancelled the advertisements.

Don’t think blogs matter? Think again.

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