Back in September, I wrote this about the leverage that liberal blogs have over opinion magazines like The American Prospect, which pressured me to only criticize conservatives:
One important factor shaping TAP's decision may have been the popularity of Democratic bloggers like Atrios, who pump out a stream of pre-filtered news and commentary. Before the rise of online competition, opinion magazines had some freedom to be idiosyncratic and less partisan than their readers. The initial incarnation of the Prospect, for example, had a thoughtful, academic tone. But the availability of more points of view online (while laudable in many ways) has paradoxically increased the pressure on ideological publications to pander to readers, who have the option of seeking out exclusively partisan blogs instead.
In addition, the huge audiences of the partisan bloggers make them a key source of online traffic for opinion magazines if they supply ideologically favorable content. (At Spinsanity, we quickly learned that it was virtually impossible to get links from liberals when we criticized a liberal, and vice versa for conservatives.) Similarly, the risk of not getting links means that few commentators are willing to criticize the gatekeepers.
In some cases, the threat may be existential. Opinion magazines lose money -- a lot of money -- and are vulnerable to further financial losses. Atrios, Kos, and other liberal bloggers have attacked The New Republic for years, helping to undermine the center-left magazine's lagging popularity among liberals. If TNR's subscriber base were to shrink as a result of these attacks, the viability of the magazine could be threatened.
Considering these factors, TAP's decision makes perfect sense; they have no incentive to incur the wrath of the liberal heavyweights whom they depend on for traffic. According to Alexa.com, prospect.org is less popular than Atrios and dwarfed by Daily Kos (whose site also includes reader blogs and discussion boards). With Eric Alterman [a former MSNBC.com blogger now on Media Matters] and Markos Moulitsas Zuniga of Kos joining Atrios' attack on the Prospect Friday afternoon, the risk was real.
Then yesterday I saw this ad running on TAP's site:
In the old days, bloggers touted endorsements from opinion magazines. Now it's the other way around.
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