We sit in a chasm of sorts today. Reaching the thirty-five plus age group (the likely voters) is believed best reached with television. Apparently we did not learn from the last election, the power of the blog within the older age demographic
It is often said that the easy part to running for office is when you decide to throw your hat in the ring. The tough part is finding money to pay for it. This is true today more than ever. Why is this our present day reality?
Have the prices of yard signs significantly increased over the past twenty years? I know the price of radio advertising has remained nearly constant for the past ten years. Medium market stations have not increased their rates over two percent in fifteen years. Newspaper readership is on a decline and publishers are doing everything to maintain the current rates. Sure, cost of living expenses have increased, health insurance has increased, and the price of a tank of gas has increased, but show me where the cost of running a campaign has drastically increased. Television rates had increased, but with cable and so many viewing options, Tivo® and Internet options, a steady decline in viewers has yet to translate into a rate adjustment. It will happen. But as long as advertising agencies are employed by political concerns, over use of television will continue, as agencies, are afraid to deviate from “old school” methods in reaching the electorate. Ten years from now, campaigns will be much more affordable, as the way we reach voters will be drastically cheaper, and more effective.
We sit in a chasm of sorts today. Reaching the thirty-five plus age group (the likely voters) is believed best reached with television. Apparently we did not learn from the last election, the power of the blog within the older age demographic. Indeed, the only people unaware that persons over thirty-five are capable of receiving information delivered outside of television are the consultants hired to deliver the candidate’s or special interest group’s message.
The time has arrived to challenge the way we communicate with the electorate. Success will be awarded to the individual or group who make inroads starting now. I would advise a person who advertises on television to cut this portion of the budget in half and force the campaign to find other advertising vehicles. The future has arrived.
Scott R Perreault is the author of the new book “Effective Political Radio Messages and Robo Calling - The Guide for Candidates and Special Interest Groups” For campaign managers, candidates, special interest groups and educators. (http://www.scottradio.com/campaignmanager.html) Scott is a twenty-year political radio copywriter and professional voice that serves as media consultant with the 2006 Texas Democratic US Senate Candidate.
