It implies 3 things that are not true, to lead readers to falsely believe that Herman Cain is a birther that either caters to, appeals mostly to, and/or is part of, the fringe kooks on the far right and is associated with the websites they frequent.
1. They imply that WND is a website dedicated to, or is centered around, the "birther" issue... That is false. They are a conservative news outlet that centers on general political issues. As
Wikipedia states, they are
"an American web site that publishes news and associated content from a U.S. conservative perspective".
2. They imply that Cain is a staff writer or contributer that writes articles specifically for WND, and that he has some kind of personal affiliation with them. That is false. North Star Writers Group syndicates Cain's columns nationwide to many different websites and media outlets, including WND.
3. Finally, even though the piece says that none of the 113 articles from Cain that appeared at WND were on the subject of Obama's place of birth, the headline of the original article on Yahoo read
"Herman Cain has written 113 columns for leading birther website" implies that Herman Cain is himself a birther, which is also false.
I don't know about you, but that qualifies as "phony" to me.