“To appeal to bloggers, you must figure out what they want

— on an individual level — and become a service to them,” said Jon Henke, the official blogger for Sen. George Allen’s unsuccessful reelection campaign. “As the old ESPN saying went, you cannot stop them…you can only hope to contain them. Treat bloggers as the enemy, and you will be rewarded with an enemy; treat bloggers as valuable constituents — with individual interests — and you may be rewarded with allies.”