“Central Valley Update” appears to be some kind of local news site–with a strong commitment to covering politics. After all, it has 100 percent political stories, since its one and only post is a news-like piece of campaign material attacking a Democratic candidate for Congress.
National Journal reports the NRCC has created “about two dozen” of the faux news sites, which are promoted with Google search ads:
The NRCC’s single-page sites are designed to appear to be a local news portal, with logos like “North County Update” or “Central Valley Update.” The articles begin in the impartial voice of a political fact-checking site, hoping to lure in readers. “We’ll take a look at her record and let you decide,” starts one. Then they gradually morph into more biting language. At the very bottom, in a box, is the disclaimer that the NRCC paid for the site.
“This is a new and effective way to disseminate information to voters who are interested in learning the truth about these Democratic candidates,” said Andrea Bozek, communications director for the NRCC.