Everyone is already buzzing with early word of tomorrow's New York Times report about the Pentagon sock puppets who have been posing as "military experts" on the nation's national news and political-talk broadcasts:

To the public, these men are members of a familiar fraternity, presented tens of thousands of times on television and radio as “military analysts” whose long service has equipped them to give authoritative and unfettered judgments about the most pressing issues of the post-Sept. 11 world.

Hidden behind that appearance of objectivity, though, is a Pentagon information apparatus that has used those analysts in a campaign to generate favorable news coverage of the administration’s wartime performance, an examination by The New York Times has found.

The effort, which began with the buildup to the Iraq war and continues to this day, has sought to exploit ideological and military allegiances, and also a powerful financial dynamic: Most of the analysts have ties to military contractors vested in the very war policies they are asked to assess on air.

It's a thorough and devastating portrait, and every word deserves reading, largely because it lays bare the machinations that went into selling the war to the public. Yet in some ways, none of this is particularly new for anyone with eyes and ears beforehand. Did anyone watch these guys perform on TV and not intuit immediately that they were in the tank for Rumsfeld and Co.?

A crystalline example of this came during what was known as "the Generals' Revolt":

The full dimensions of this mutual embrace were perhaps never clearer than in April 2006, after several of Mr. Rumsfeld’s former generals — none of them network military analysts — went public with devastating critiques of his wartime performance. Some called for his resignation.

On Friday, April 14, with what came to be called the “Generals’ Revolt” dominating headlines, Mr. Rumsfeld instructed aides to summon military analysts to a meeting with him early the next week, records show. When an aide urged a short delay to “give our big guys on the West Coast a little more time to buy a ticket and get here,” Mr. Rumsfeld’s office insisted that “the boss” wanted the meeting fast “for impact on the current story.”

That same day, Pentagon officials helped two Fox analysts, General McInerney and General Vallely, write an opinion article for The Wall Street Journal defending Mr. Rumsfeld.

“Starting to write it now,” General Vallely wrote to the Pentagon that afternoon. “Any input for the article,” he added a little later, “will be much appreciated.” Mr. Rumsfeld’s office quickly forwarded talking points and statistics to rebut the notion of a spreading revolt.

“Vallely is going to use the numbers,” a Pentagon official reported that afternoon.

The standard secrecy notwithstanding, plans for this session leaked, producing a front-page story in The Times that Sunday. In damage-control mode, Pentagon officials scrambled to present the meeting as routine and directed that communications with analysts be kept “very formal,” records show. “This is very, very sensitive now,” a Pentagon official warned subordinates.

On Tuesday, April 18, some 17 analysts assembled at the Pentagon with Mr. Rumsfeld and General Pace, then the chairman of the Joint Chiefs.

A transcript of that session, never before disclosed, shows a shared determination to marginalize war critics and revive public support for the war.

“I’m an old intel guy,” said one analyst. (The transcript omits speakers’ names.) “And I can sum all of this up, unfortunately, with one word. That is Psyops. Now most people may hear that and they think, ‘Oh my God, they’re trying to brainwash.’ ”

“What are you, some kind of a nut?” Mr. Rumsfeld cut in, drawing laughter. “You don’t believe in the Constitution?”

There was little discussion about the actual criticism pouring forth from Mr. Rumsfeld’s former generals. Analysts argued that opposition to the war was rooted in perceptions fed by the news media, not reality. The administration’s overall war strategy, they counseled, was “brilliant” and “very successful.”

Of course, fairly early on in this conflict, there were in fact questions raised about whether the Pentagon was engaging in Psyops tactics, with the American public as the target; some of us even pondered the effects this program might have on democratic discourse.

But then, those concerns were either largely ignored or dismissed as paranoid alarmism. Now it's clear that there were reasons for that. After all, the media were too busy giving airtime to "serious" folks.

Rick Perlstein has more.