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I don't know if it's officially eligible for the 2004 awards, but since this is the inaugural I'd like to give a shout out to James "New New Journalism" Glassman:"
The articles on Tech Central Station address a broad range of issues, some of concern to its sponsors, many not. And most of the site's authors are no doubt merely voicing opinions they have already reached. But time and time again, TCS's coverage of particular issues has had the appearance of a well-aimed P.R. blitz. After ExxonMobil became a sponsor, for instance, the site published a flurry of content attacking both the Kyoto accord to limit greenhouse gasses and the science of global warming--which happen to be among Exxon-Mobil's chief policy concerns in Washington.
Also to the U.S. Chamber of Commerce for tilling new ground in the art spreading fertilizer.
Journo-Lobbying