I wrote previously about the McCainBlogette site, where I questioned how it could be considered separate from the campaign. I still have reservations, especially since Meghan McCain is not answering the question of how the site is funded (see the end of today's article on the operation from the Washington Post).
Such legality and minutiae aside, this is a fascinating example of how the dynamic is changing. McCain offers a different perspective as a fly on the campaign wall, as her father travels the country. Some certainly find her thoughts improper, especially from the daughter of a candidate. However, she is providing a unique angle to the conversation, one that cannot be replicated by another candidate or even within another time.
Did the idea come about from campaign strategists? I doubt not. Is it an effective channel to offer a different dimension to the overall message and idea of the McCain candidacy? Absolutely. She is reaching folks that her father never could...
I don't think the current lottery of campaign strategists could conceive of something like this, much less support such a separate, uncontrolled channel. However, this will be more the norm next cycle than the exception. At least, it will be for the winning candidate. Who will fill these roles in 2012?