Armstrong Williams being paid to promote Bush administration policies in his columns is just one part of the behemoth marketing effort that the right wing has perfected.
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While each of these angles certainly makes for a tasty scandal story, they are all pieces of a much bigger story, one that is decidedly less delicious, and one that the mainstream media has consistently missed. This isn't just a story about a self-serving pundit "entrepreneur," or the erosion of public trust in the media, or hypocrisy, or using covert propaganda to sell controversial Bush programs like Medicare reform and NCLB, or the misuse of taxpayer dollars, or the undermining of the American people's trust in the public sector. It is the story of the conservative movement and its well-oiled marketing machine; a packaging and distribution system of ideas that has been shaping American public opinion for more than a quarter century. It is also one of the most important stories behind the 2004 election.
While Democrats are still debating whether John Kerry was likeable enough or whether the Party ought to change its position on gay marriage and gun control, they are failing to see the big picture. What they were up against wasn't a poor debater, his Machiavellian consultant, and a portfolio of privatization policies, but a well-established, conservative movement with media outlets, think tanks, foundations and advocacy organizations as well as a host of pundits, journalists, consultants, and politicians all working collaboratively to advance their right-wing agenda (and many of the latter, like Williams, working the double shift as "entrepreneurs" and getting mighty rich).
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