That was my point - it doesn't seem to be about selecting/promoting the best bloggers currently out there, but about recruiting the next generation of journalists to the EU cause - using blogging technology as the hook.  

Having said that, you can't criticise the EU for lousy PR and then also criticise them when they do launch an initiative like this in an attempt to boost voter turnout. However I could see some very good bloggers out there being disappointed that they have been excluded from an opportunity to reach a wider audience.

My sense is that this is more about tapping into the online social networking scene and engaging it with the EU rather than producing a quality of output to rival the MSM.

notes from no w here