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What makes blogs so effective? They're free. They catch people at work, at their desks, when they're alert and thinking and making decisions. Blogs are fresh and often seem to be miles ahead of the mainstream news. Bloggers put up new stuff every day, all day, and there are thousands of them. How are you going to keep anything secret from a thousand Russ Kicks? Blogs have voice and personality. They're human. They come to us not from some mediagenic anchorbot on an air-conditioned sound stage, but from an individual. They represent no, they are the voice of the little guy.
And the little guy is a lot smarter than big media might have you think. Blogs showcase some of the smartest, sharpest writing being published. Bloggers are unconstrained by such journalistic conventions as good taste, accountability and objectivity and that can be a good thing. Accusations of media bias are thick on the ground these days, and Americans are tired of it. Blogs don't pretend to be neutral: they're gleefully, unabashedly biased, and that makes them a lot more fun. "Because we're not trying to sell magazines or papers, we can afford to assail our readers," says Andrew Sullivan, a contributor to TIME and the editor of andrewsullivan.com. "I don't have the pressure of an advertising executive telling me to lay off. It's incredibly liberating."
Some bloggers earn their bias the hard way in the trenches. Military bloggers, or milbloggers in Net patois, post vivid accounts of their tours of Baghdad, in prose covered in fresh flop sweat and powder burns, illustrated with digital photos. "Jason," a National Guardsman whose blog is called justanothersoldier.com, wrote about wandering through one of Saddam Hussein's empty palaces. And Iraqis have blogs: a Baghdad blogger who goes by Salam Pax ( dear_raed.blogspot.com) has parlayed his blog into a book and a movie deal. Vietnam was the first war to be televised; blogs bring Iraq another scary step closer to our living rooms.
But blogs are about much more than war and politics. In 1997 Malda went looking for a "site that mixed the latest word about a new sci-fi movie with news about open-source software. I was looking for a site that didn't exist," Malda says, "so I built it." Malda and a handful of co-editors run slashdot.org full time, and he estimates that 300,000 to 500,000 people read the site daily. Six years ago, a philosophy professor in New Zealand named Denis Dutton started the blog Arts & Letters Daily artsandlettersdaily.com) to create a website "where people could go daily for a dose of intellectual stimulation." Now the site draws more than 100,000 readers a month. Compare that with, say, the New York Review of Books, which has a circulation of 115,000. The tail is beginning to wag the blog.