Proto-blogger Dave Winer thinks the real problem revealed by Scott McClellan’s new tell-all book is that the press was complicit in beating the Iraq war drum:

“But corporate-owned media isn’t interested in helping us make decisions as a country, they’re only interested in ad revenue. That’s why it’s so important that we’re creating new media that isn’t so conflicted, and why the question of whether bloggers run ads or not is far from a trivial issue.”

When it comes to national media, there really are not that many outlets that need to be manipulated. Four TV networks; maybe that many cable news channels; a handful of newspapers with national reach. If you can juke them, you’ve got a lot of the country juked.

The sooner their influence is diminished, the better. There will no longer be even the illusion of “national media” and people will have to work (a little) at being informed. Sure, the willfully clueless will still head for blogs and news sites that confirm their view. But the rest of us will stop trusting (if we haven’t already) news organizations that are child’s play for political spin-miesters.