The three main parties are falling over themselves to woo this new breed of political blogger, offering computer facilities, background briefings and even access to big name politicians.
For Labour, the Conservatives and Liberal Democrats it is not just about appearing to be on top of the latest media trend - or showing how open to debate and criticism they are.
It is about getting a toe-hold in a medium which has been growing in influence at Westminster.
So says BBC Political Reporter Brian Wheeler
As the politiacl conference season revs up, this year will be a big year for blogging and I guess podcasting and video casting online. It is something to watch if you have a PR role with a political element.