Buchanan's Surge Nets Free Air Time, Saves Ad Expenses: Analysts Note Media Filter in Coverage

By Price, Joyce | The Washington Times (Washington, DC), February 23, 1996 | Go to article overview
Save to active project

Buchanan's Surge Nets Free Air Time, Saves Ad Expenses: Analysts Note Media Filter in Coverage


Price, Joyce, The Washington Times (Washington, DC)


Free news exposure will give Pat Buchanan and, to a lesser degree, Lamar Alexander more exposure than their cash-strapped campaigns otherwise could afford. But there's no substitute for cash in the volatile world of presidential politics, media and political experts say.

"All things considered, free media is the best media, but there are significant limitations," said Frank Donatelli with the consulting firm of Akin, Gump, Strauss, Hauer and Feld, an adviser to Sen. Bob Dole's campaign.

Craig Shirley, another GOP consultant who heads the consulting firm of Craig Shirley and Associates, agreed. Free coverage, he said, is "part of a formula, and you need it all," he said. "You need paid advertisements, because you can rarely count on the media to give out your views unfiltered."

And if you are competing in five or six different primaries on one day, it is impossible to make live appearances everywhere, Mr. Donatelli said. He said free coverage tends to be limited to news programs, which are not in prime time. Campaign ads in prime time, he noted, are much more effective.

Mr. Buchanan, who upset Mr. Dole in Tuesday's New Hampshire primary, had only $101,192 in his campaign coffers at the end of January, though he has been getting infusions of new money since then.

Mr. Alexander, who ran third in New Hampshire, had a more respectable $1.1 million on hand after the primary, said campaign spokesman Mark Merritt. Mr. Dole, who ran second behind Mr. Buchanan, has about $6 million.

Asked if Mr. Buchanan needs more money, Mr. Shirley said: "It wouldn't hurt. You can't run for president just living off the land."

Roger Stone, a Republican strategist who served in the presidential campaigns of Richard Nixon and Ronald Reagan, said Mr. Alexander obviously needs more money too. His campaign's current worth "won't even take care of the primaries next Tuesday," said Mr. Stone, of the consulting firm of Davis, Manafort & Stone.

As for the likelihood of extensive free coverage of the Alexander campaign from here on out, Mr.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Buchanan's Surge Nets Free Air Time, Saves Ad Expenses: Analysts Note Media Filter in Coverage
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?