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National Journal creates private 'pay-to-play' web site for Hill UPDATED: $295K to play

By: J.P. Freire
Associate Commentary Editor
07/20/09 4:32 PM EDT

Providing a private, limited-access only platform for lawmakers and lobbyists to mingle didn't work out well for The Washington Post, but that hasn't dissuaded officials with National Journal from taking what appears to be a similar route, but with a unique twist. Instead of the intimate setting of Post Publisher Katharine Weymouth's home, National Journal is creating a private web site for Members of Congress and their staff. Taxpayers are not invited. Lobbyists and others seeking to influence Congress will be able to buy their way onto the site via advocacy advertising.

Today they announced the upcoming launch of 3121, "a new feature on NationalJournal.com that will become available exclusively to Capitol Hill staffers in September."

According to the release:

3121, now in beta, will be the first professional networking tool designed exclusively for all congressional members and staff. Among its features will be a dynamic online contact directory, communications tools, and customizable newsfeeds. Users will be able to find and collaborate with colleagues and create personalized filters of National Journal Group and other news sources, all on a secure platform that values privacy.

Please visit 3121launch.nationaljournal.com to request to participate in the beta and to read the latest updates from the 3121 development team on the 3121 Blog.

Not anyone who goes to the site, however, can access the beta site, because it requires an email address ending in either Senate.gov or House.gov, which are only available to those employed by Congress. There is also no charge for use of the service, meaning that congressional staffers are receiving a free service on NationalJournal.com that the public cannot access. Indeed, this is a selling point for the site as the release emphasizes "all on a secure platform that values privacy."

Additionally, when asked by The Examiner whether they will be selling advocacy ads on this site, National Journal's David Miller replied, "Since 3121 is just an extension of NationalJournal.com, there will be standard ad units available like any other part of our website." It is unclear whether advocacy groups can specifically target users of the 3121 website, meaning focusing exclusively on those who work on legislation.

Roll Call, Politico, and The Hill are each news outlets that profit from selling advocacy ads to groups wishing to reach its Capitol Hill-based audience. Roll Call, for example, has a site called Knowlegis which provides information to those who wish to reach policymakers on a variety of issues. But none of these papers limit public access at the level that 3121 does.

Below is a statement from David Miller from National Journal's media relations:

National Journal has provided news and information to its readers for years, and we feel that 3121 is a logical extension of that. Our research showed that our Capitol Hill audience had been looking for a tool like this, and we felt we were in a great position to provide it.

I’d also like to point out that our editorial staff has no involvement in this project, and that it is open to all congressional members and staff, regardless of party. A lot of our content is people driven.  We have the Almanac of American Politics that we release each year, as well as our people sections in National Journal and CongressDaily. With 3121, we are taking the people content to the next level, allowing an entire section of the website be designated to our people content that will be completely driven by the readers who value it the most.

Finally, 3121 is a policy-oriented tool, not a political one – DCCC and NRCC staff, for example, are not able to use 3121.

While National Journal does release the Almanac of American Politics every year, it is not exclusively transmitted to Congressional staffers with ads the public at large cannot see. And while the DCCC and NRCC staff are unable to use 3121 as members, they will certainly be able to use it as a platform for their own ad campaigns. While cloud collaboration on legislation may provide a viable solution to many logistical woes for Congress, should a journalistic enterprise be providing a "secure" platform for it that provides "privacy"?

UPDATE: Need to lobby? Got $295,000? You can be 3121's 'Premier Promotional' Sponsor

Lobbyists, corporations and advocacy groups with an interest in getting their messages to congressional staff are the targets of National Journal's marketing of the new 3121 web site. But it's a very pricey proposition.

To be the Premier Promotional sponsor for the site's launching phase will cost $295,000, according to the 3121 media kit. That gets you prominent placement in all 3121 marketing materials, plus visibility at planned 3121 "Innovation Happy Hours" and the site's launch party. You will also get "exclusive rights to all advertising on 3121 from the site launch in September until December 31, 2009.

If $295,000 is more than you can afford, for a mere $95,000, you can purchase a 3121 "Research and Education" package that will get you ringside seats with "a highly targeted group of Capitol Hill staffers who will work with us pre-launch and beyond." That beta phase will run from July through September, and "will include many points of contact throughout the pocess to receive as much feedback on 3121 as possible."

Perhaps even more important, once 3121 is launched in September, Research and Education package "partners" will "have the opportunity to attend any or all training sessions" as Hill staffers learn the 3121 system.

No wonder the 3121 media kit claims that the new site will provide "you the opportunity to reach the people creating legislation within their online community. Being associated with this new feature will allow you to build connections and start a valuable conversation with a targeted group of some of the most powerful people in the political world." --- Update by Mark Tapscott

UPDATE II: Protecting lawmakers from the peering eyes of taxpayers is 3121's first priority

This isn't your typical secured website. 3121 has gone to great lengths to assure its users that their privacy concerns are well-accounted for: "To ensure that all private information stays that way, we have partnered with a technical consultant that specializes in secure professional networks, with past clients including NASA, the U.S. Army and members of the Washington intelligence community."

And what of the advertisers who participate? Who can they access? "Sponsoring 3121 goes beyond traditional advertising, giving you the opportunity to reach the people creating legislation within their online community. Being associated with this new feature will allow you to build connections and start a valuable conversation with a targeted group of some of the most powerful people in the political world." (emphasis mine)

Advertisers will also have the opportunity to present a question to the key legislative aides. "National Journal Group will develop a new poll that will be online only and it will survey our group of 3121 beta-testers ["a highly targeted group of Captiol Hill staffers"]. The sponsor will be listed and and will also have the opportunity to develop a question."

And as for David Miller's claim that the editorial side of National Journal will not be involved: "A survey of reporters and editors at National Journal Group will be undertaken to get their views on new media." --- Update by J.P. Freire