This paper examines use of the internet by candidates in the 2007 Australian national election, as informed by the content analysis of 217 candidates' web presence and matched survey data. Using electorate statistics and comparisons with the 2004 election, the paper shows: an incremental but stochastic adoption of online media that defies the centralised tendencies of inter-party competition, and an equalisation of internet use by major and minor parliamentary parties. Recognising limitations in basic content analysis, the paper utilises a methodology which allows the overall 'intensity' of a online campaigns to be measured and compared.