On "Countdown," a nightly news hour on MSNBC, the anchor, Keith Olbermann, led off with a classic "Daily Show"-style bit: a rapid-fire montage of sharply edited video bites illustrating the apparent idiocy of those in Washington. In this case, the eight clips stretched over a year in the White House briefing room - from February 2004 to late last month - and all featured a reporter named "Jeff." In most of them, the White House press secretary, Scott McClellan, says "Go ahead, Jeff," and "Jeff" responds with a softball question intended not to elicit information but to boost President Bush and smear his political opponents. In the last clip, "Jeff" is quizzing the president himself, in his first post-inaugural press conference of Jan. 26. Referring to Harry Reid and Hillary Clinton, "Jeff" asks, "How are you going to work with people who seem to have divorced themselves from reality?"

If we did not live in a time when the news culture itself is divorced from reality, the story might end there: "Jeff," you'd assume, was a lapdog reporter from a legitimate, if right-wing, news organization like Fox, and you'd get some predictable yuks from watching a compressed video anthology of his kissing up to power. But as Mr. Olbermann explained, "Jeff Gannon," the star of the montage, was a newsman no more real than a "Senior White House Correspondent" like Stephen Colbert on "The Daily Show" and he worked for a news organization no more real than The Onion. Yet the video broadcast by Mr. Olbermann was not fake. "Jeff" was in the real White House, and he did have those exchanges with the real Mr. McClellan and the real Mr. Bush.

"Jeff Gannon's" real name is James D. Guckert. His employer was a Web site called Talon News, staffed mostly by volunteer Republican activists. Media Matters for America, the liberal press monitor that has done the most exhaustive research into the case, discovered that Talon's "news" often consists of recycled Republican National Committee and White House press releases, and its content frequently overlaps with another partisan site, GOPUSA, with which it shares its owner, a Texas delegate to the 2000 Republican convention. Nonetheless, for nearly two years the White House press office had credentialed Mr. Guckert, even though, as Dana Milbank of The Washington Post explained on Mr. Olbermann's show, he "was representing a phony media company that doesn't really have any such thing as circulation or readership."

How this happened is a mystery that has yet to be solved. "Jeff" has now quit Talon News not because he and it have been exposed as fakes but because of other embarrassing blogosphere revelations linking him to sites like hotmilitarystud.com and to an apparently promising career as an X-rated $200-per-hour "escort." If Mr. Guckert, the author of Talon News exclusives like "Kerry Could Become First Gay President," is yet another link in the boundless network of homophobic Republican closet cases, that's not without interest. But it shouldn't distract from the real question - that is, the real news - of how this fake newsman might be connected to a White House propaganda machine that grows curiouser by the day. Though Mr. McClellan told Editor & Publisher magazine that he didn't know until recently that Mr. Guckert was using an alias, Bruce Bartlett, a White House veteran of the Reagan-Bush I era, wrote on the nonpartisan journalism Web site Romenesko, that "if Gannon was using an alias, the White House staff had to be involved in maintaining his cover." (Otherwise, it would be a rather amazing post-9/11 security breach.)

By my count, "Jeff Gannon" is now at least the sixth "journalist" (four of whom have been unmasked so far this year) to have been a propagandist on the payroll of either the Bush administration or a barely arms-length ally like Talon News while simultaneously appearing in print or broadcast forums that purport to be real news. Of these six, two have been syndicated newspaper columnists paid by the Department of Health and Human Services to promote the administration's "marriage" initiatives. The other four have played real newsmen on TV. Before Mr. Guckert and Armstrong Williams, the talking head paid $240,000 by the Department of Education, there were Karen Ryan and Alberto Garcia. Let us not forget these pioneers - the Woodward and Bernstein of fake news. They starred in bogus reports ("In Washington, I'm Karen Ryan reporting," went the script) pretending to "sort through the details" of the administration's Medicare prescription-drug plan in 2004. Such "reports," some of which found their way into news packages distributed to local stations by CNN, appeared in more than 50 news broadcasts around the country and have now been deemed illegal "covert propaganda" by the Government Accountability Office.