There is no way I can do justice to this brilliant post by Chris Bowers of MyDD, so I strongly recommend you check it out. The premise is fascinating: Some blogs are stickier than others, and their readers stay there, like a dedicated community, hanging around the comments and staying for long periods. Other blogs are visited frequently but for shorter stays; readers use them as a launchpad to visit the links offered.
The blog with by far the highest site traffic now is Daily Kos. But if you get linked there, chances are you’ll get far fewer hits than if you’re linked by Atrios. Kos is sticky; Atrios isn’t.
Bowers goes on to show how the biggest right-wing blogs like Instapundit are not sticky — they are typified by no comments, short posts and lots of links.
The lower stickiness of top right-wing sites, especially Instapundit, can lead to a complete domination of the right-wing blogosphere by the “one big story” if the top bloggers are all pushing one story. Glenn Reynolds in particular, who does not have comments or special pages and who rarely comments on a subject beyond “xxx has the goods on this one,” or “indeed,” can send the traffic of any blog he links skyrocketing to a degree no left-wing blog can even come close to matching (and he links other blogs a lot). Right-wing blog traffic, and the articles people tend to read on any individual right-wing blog, has a remarkable correlation to the interests of the top-right wing bloggers, and Glenn Reynolds in particular. That is why, in the title of this article, I called the right-wing blogosphere a top-down operation.
To make a long story short, the lower stickiness of top right-wing blogs compared to top left-wing blogs leads to greater message consistency in their half of the political blogosphere than in ours (I can show anyone extensive site meter statistics to prove this). This consistency helps stories from the right-wing blogosphere reach the national media more often than those from the left-wing blogosphere. This seems to mirror the left and the right in other mediums as well.
The strength of the right-wing blogs in impacting the national media does not end there. Of late, more established institutions of right-wing ideology, including Drudge and right-wing talk radio, have taken to adopting the “one big story” dominating / originating from the right-wing blogosphere. For Hugh Hewitt, it is a seamless operation, but Rush Limbaugh has gotten in on the act as well. Also, while Dailykos is by far the most trafficked political blog of any ideology, the left still lacks a “breaking news” independent website that is the equivalent to Drudge, which has a larger portion of the media’s ear than any blog or group of blogs. While Air America is extremely blog friendly and experiencing consistent ratings growth, it still does not have the same institutional power to spread stories that right-wing talk radio does.
Go read the post; Bower’s argument is well reasoned, and helps explain why stories originating in the right blogosphere have an easier time catapulting their way into the mainstream. (Drudge plays a huge role in this phenomenon, as well.) Must reading for those interested in the dynamics of blog traffic and the seepage of stories from the blogosphere into the mainstream.
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