The New York Times ran a huge (huge!) A1 investigative piece on John McCain and his weird gambling obsession and ties to the Indian Casino industry and Vegas and lobbyists and ten thousand other things yesterday. It was well-reported, historical in focus, and fair. It ran on the front page of the Sunday edition, which reaches almost half a million more readers than the weekday edition. But, you know, no one is talking about it. It didn't really stick! Did anyone read the whole thing? Were there bombshells? Who knows! What happened? The Times sabotaged itself, either intentionally or through ineptitude. Allow us to explain. Times editor Bill Keller complains a lot these days about how no one pays enough attention to the Times and their big stories. He blames the internet and a million competing voices for distracting people from the Important Work of Times journalists. He's sorta right! Gone are the days when the Times set the agenda for the national press. Though the slow death of newspapers across the nation has been beneficial to the Times in one important way: they're the only national paper, effectively. A Times investigation reaches more of the country than a Washington Post investigation. So one would expect a story of this size and seeming heft would make a big splash. But it didn't! Drudge didn't play it up—though as we move closer to the election, he regresses even more to his natural Republican hackdom, so they shouldn't have expected a push from him. And the liberals have no one coherent answer to Drudge, just a million sites trying desperately to push their own often competing agendas. Kos, Talking Points Memo, and the Huffington Post all share an elitist coastal liberal bias and huge audiences, but very different methods of achieving their goals and working the media refs. But on the other hand... the way the Times dropped the story seems self-defeating. Front page of the Sunday edition, sure. But it went online Saturday night. So by the time Monday morning rolls around, it seems ancient, even though no one actually talked about it over the weekend. Furthermore, it came right after a presidential debate, right before a hugely anticipated vice presidential debate, and right in the midst of a gigantic economic crisis and a desperate attempt by Congress to prevent another Great Depression. The Times should've had the story go live online on Thursday night (in time for it to be an issue in the debates!), they should've leaked salient details to Drudge beforehand, or they should've waited until the bailout negotiations collapsed or succeeded. The fact that they did none of those things indicates to us that they didn't actually want this story to blow up. Maybe there's nothing actually to it (though the bit where McCain helped take down Jack Abramoff because he was the competition to McCain's preferred lobbyists seems a bit juicy, right?) or maybe they've actually been cowed by the McCain campaigns attacks on their credibility, or maybe they just don't know what the hell they're doing. Now, for your edification, some interesting bits from the 100-page Times piece on John McCain's gambling addiction: