Poor Michael Bloomberg.

Despite spending tens of millions of dollars in an effort to turn Americans against firearms in recent years, the bitter New York billionaire has succeeded only in driving Mayors Against Illegal Guns into the ground, and establishing and then destroying the reputations of gun control groups Moms Demand Action and Everytown for Gun Safety.

Absolute gun ownership has never been higher, the percentage of citizens owning guns is believed to be at the highest level in years (if not ever), approval of the ownership and use of firearms is soaring, and young, female, and urban shooters are now more involved than ever before. Put bluntly, Bloomberg’s millions have helped him win a few battles, but he’s getting trounced in the wider Second Amendment war, including the battle for “hearts and minds” in the media.

We’ve noted several times over the past month that we’re seeing more and more stories of citizens rising up and using firearms to defend one another and law enforcement officers, which are the kind of stories the mainstream media has traditionally buried. Even the media is seemingly beginning to understand that covering these stories honestly is the only way they’re be to keep from behind swept aside by new media.

In what appears to be a desperate bid to regain the initiative, Bloomberg is now launching a new anti-gun propaganda outlet:

Everytown for Gun Safety, the nonprofit advocacy organization co-chaired by Michael Bloomberg, is launching an adjacent news operation, scheduled to debut in June, Capital has learned.

James Burnett, who resigned from The New Republic in January as part of a larger staff exodus, has signed on as editorial director of the project. Burnett served as story editor for T.N.R., and also spent several years as news editor for New York magazine.

Another journalist attached prominently to the Everytown news project is Jennifer Mascia. Mascia spent eight years as a news and editorial assistant at The New York Times before leaving in August 2014. Her relevance to the mission of Everytown is clear: she spent a year writing the Times’ Gun Report feature, in which she compiled instances of gun violence around the country.

I’m sure that gun bloggers are salivating at the target-rich environment that the propaganda outlet is likely to provide.

It will be interesting to see how long they are able to function before they are also thoroughly discredited.