Nor did Edwards hope to spread his message by putting himself at the mercy of others. Like all candidates now, Edwards has his own Web site and his own videographer. As he did some volunteer work in the 9th Ward on Wednesday afternoon, he taped a message that his campaign posted later that night on his campaign Web site and on YouTube.com. What he said in that video was nearly identical to what he said to a bank of network and local television station cameras on Thursday.

Smart candidates know the old command-and-control structures of politics don't work anymore. Instead, campaigns are all about building communities and speaking directly to supporters, whether through email or podcasts or what the Edwards team calls "webisodes." As part of his announcement day, he spent a few minutes answering questions on the Daily Kos site, an influential liberal blog.

Candidates are looking for ways to get people more directly involved, by challenging them to give money not just to their campaign but to worthy causes; or by asking them to volunteer their time in New Orleans (as Edwards has done) or in their own communities, or by challenging them to take direct action politically to stop a war or a dam or to enact a piece of legislation.

The 24/7 culture demands dynamic messaging and niche marketing. Edwards offered a window into that future with his announcement day activities. By throwing out the old rules, he hopes his second bid for the White House will be more successful than the first.

Former Democratic vice presidential nominee John Edwards jumped into the presidential race Wednesday a day earlier than he'd planned, prodded by an Internet glitch to launch a candidacy focused on health care, taxes and other domestic issues.

The North Carolina Democrat's campaign accidentally went live with his election Web site a day before an announcement Thursday that was supposed to use Hurricane-ravaged New Orleans as a backdrop.