The Pew Project for Excellence in Journalism provides some interesting data on the focus of attention on blogs and the mainstream media. The graph to the right shows the top issues for the week October 19 to 23. "global warming" is a top topic on the blogs, along with the "balloon boy" and a "cross dressing ban." Meanwhile the traditional media is focused on the economy, Afghanistan and health care.
There are of course plenty of ways to interpret this information, and my first reaction is that if your topic is sandwiched between the balloon boy and cross dressing, and nowhere to be seen in the MSM, then you've probably got a PR problem on your hands.