The new media environment and the rise of the Internet have had important implications for presidential communication. As the first chief executives of the new media era, Presidents Bill Clinton and George W. Bush have established an online presence through the White House Web site, As the site has evolved, these administrations have had to balance the communication potential of technological innovations against the requirements of politics and governing. Future presidential administrations will embrace new opportunities and confront additional challenges as they seek to integrate new media options of the Web 2.0 era and beyond into their communications strategies.