Inside Groundswell: Read the Memos of the New Right-Wing Strategy Group............

"Believing they are losing the messaging war with progressives, a group of prominent conservatives in Washington—including the wife of Supreme Court Justice Clarence Thomas and journalists from Breitbart News and the Washington Examiner—has been meeting privately since early this year to concoct talking points, coordinate messaging, and hatch plans for "a 30 front war seeking to fundamentally transform the nation," according to documents obtained by Mother Jones."

http://www.motherjones.com/politics/2013/07/groundswell-rightwing-group-ginni-thomas
What surprises me is they have learned to use the "internets". As to how effective this will be, it will play well with their base. BUt then anything negative plays well with them.