Stengel says readers are getting great reads from Swampland, Time’s online political blog. Ana Marie Cox, famous for creating the gossipy, R-rated content of the Wonkette web site, is Swampland’s brand-name writer. Joe Klein pitches in.
Says Stengel: “It’s been a roaring success.”
In fact, Swampland is hard to distinguish among the hundreds of political blogs. Yes, Cox adds her trademark snarky tone, Joe Klein’s insights spice up the site, and Halperin will bring his years of experience in connecting with the “googling monkeys” he branded while overseeing ABC’s political blog.
But Swampland wanders across the same terrain covered by newspaper blogs from the Washington Post, the New York Times, and dozens of others, including Slate and Salon.
In Von Drehle and Grunwald, Stengel has placed his bets on two fine Washington journalists. But can they keep Time magazine from seeing its readership and ad pages continue to decline? If the answer to survival is Swampland, then the marriage of Ana Marie Cox and Mark Halperin could either fire up the site or burn it down.