It's about political power, not just keeping dKos running (which I totally appreciate). From last year's Blogads survey:
Blog readers are "shockingly influential"
...70% of blog readers are influentials, those articulate, networked 10% of Americans who set the agenda for the other 90%. (RoperASW, the folks who wrote the book on Influentials...)
snip
To put the blogosphere's influentials density in context, consider that the WashingtonPost.com likes to brag that 34% of its readers are influentials.
Oh, snap! How do you like them apples, Jim Brady?
RoperASW did indeed write the book on Influentials:
Ten percent of consumers tell the other 90% where to eat, how to vote and what to buy. These opinion leaders are the Influentials--the trusted advisors, trendsetters and brand advocates that amplify your message in an environment where consumers are opting out of traditional means of advertising.
What does this mean?
There is no need for bloggers to make nice with Politicians and Corporate Media in order to gain more influence over them. They should be making nice with us. There is no need to craft a careful message that will make it through the establisment filters and thereby reach a wider audience [besides, there are structural reasons why I think this will never work]. Bloggers already reach a massively influential audience directly.
More on the Influentials and political marketing at the Mighty Corrente Building