The State of the Political Industry

Campaigns & Elections, January/February 2013 | Go to article overview

The State of the Political Industry


A BIPARTISAN TAKE ON THE CHALLENGES AHEAD FOR POLITICAL MEDIA, FUNDRAISING AND PHONES

Questions about the state of the professional political industry are best answered by leaving partisan politics out of the equation. So after an election cycle of monumental change across several of the industry's major disciplines, we decided to ask a series of political consultants to reach across the aisle and work with someone from the opposing party to assess where things stand in their particular sector of the business.

This issue, we feature pieces that focus attention on three sectors of the political industry that saw plenty of change in 2012- media, fundraising and phones. Each analysis is a joint effort- one Democratic consultant and one Republican consultant teamed up to pen each piece. In subsequent issues, bipartisan teams of consultant writers will examine mail, polling and technology, among other disciplines.

In the pages that follow, Democrat Ann Liston and Republican Scott Howell look at the challenges ahead for political media. Republican John Simms and Democrat Stu Trevelyan- two giants of the political fundraising worldexamine the coming fundraising arms race. And Democrat Marty Stone and Republican Matthew Parker explain why cellphones aren't the greatest threat facing the political phone industry.

WHY IT'S UP TO MEDIA FIRMS TO GET MORE CREATIVE

SCOTT HOWELL & ANN LISTON

Scott Howell is president of Scott Howell & Company, a Republican media consulting firm. Ann Liston is a partner at the Democratic media firm Adelstein Liston.

A billion dollars. That's how much was spent on television advertising in the 2012 presidential race- $197 million of it in Ohio alone. And, in case anyone didn't notice, there were a few other races on the ballot too.

To paraphrase the late Illinois Sen. Everett Dirksen, pretty soon, we're talking about real money.

In the post-Citizens United world, none of this came as a surprise. But as the noise of political advertising reaches deafening levels, the pressure mounts on media firms to find ways to pierce through and reach the elusive- and fractured- persuadable voter.

What does all this mean for the future of political advertising? Here's how we see it.

TV still rules the media world

"Don't put off until tomorrow what you can do today." The old adage from America's first media consultant, Ben Franklin, has never been more apt for today's media landscape.

In the past, campaigns have waited until the final few weeks to take their message to the airwaves. But in the flood of advertising platforms, expect to see more and more candidates, especially incumbents, shift their ad buying earlier to define themselves and their opponent, beating other players to the punch.

The National Republican Congressional Committee was able to retain its majority this past cycle by employing early messaging as an integral part of it's strategy, defining incumbent Democrats in vulnerable seats while at the same time propping up many of their own seemingly vulnerable incumbents.

The same holds true in races like Tammy Baldwin's historic Senate win in Wisconsin. Super PACs affiliated with Democrats were defining Republican Tommy Thompson within hours of his primary win. And President Obama, of course, was defining Mitt Romney even before the first Republican primary ballot was cast.

Some who have surveyed the political media landscape are now putting forth the argument that television is dying, but we think it's clear that 2012 proved no one can write its eulogy just yet.

Broadcast television is still the only medium that reaches virtually every household in America, with unmatched audience sizes. Even in a DVR-driven world, industry studies show that only 13 percent of commercials in prime time are fast-forwarded, and a majority of people who watch recorded commercials in their entirety do so within three days of the original airdate. …

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.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
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.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

The State of the Political Industry
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
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?

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.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

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.