Even right-wing glossy news magazines are struggling insects by comparison to giants like TIME and Newsweek. In order to be news media, one must report the news. By that measuring stick Rush Limbaugh's show is no more 'news media' than Dennis Miller Live. Rush may editorialize the news beautifully, but he doesn't decide what will or will not be a story. Not without money or power, it isn't.
Hits are power, on the Net.
Without financial backing or advertising, our friend Joe's rants are like a grain of sand on a beach. What's happening now is that liberal media brokers are moving in and invading the online media, the same way they did newspapers and television. Without conservative financial backing, Joe's worthy Rants will be the proverbial tree falling in a forest where nobody can hear them. Conservatives will not fight back, and indeed they cannot fight back until they at least affect the flow of information to the masses. In order to do that, conservatives are going to have to start investing in the Press itself, and that's something they have shown themselves to be historically unwilling to do.