PAID MEDIA are the central part of the modern campaign. The lion's share of the modern campaign is spent on purchased media. An effective campaign develops a message based on polling. The media strategist designs an image that will communicate that message. If television is used, the message is best delivered visually. Paid media can also employ newspaper ads, radio ads, and direct mail. Polls are used not only to design the message, but test the delivery of the message. See:EARNED MEDIA; TRACKING POLLS.
Reference: Daniel M. Shea, Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management ( Westport, Conn.: Praeger, 1996).
PARKER, ALTON B. ( 1852-1926). Lawyer and jurist, presidential nominee of the Democratic Party in 1904, Parker was born on a farm near Cortland, New York on May 14, 1852. First employed at age sixteen as a school teacher, Parker secured a clerkship with a Kingston law firm in preparation for a year of formal study at the Albany School of Law in 1872. Admitted to the bar the following year, Parker returned to Kingston to establish his practice. Taking an interest in county Democratic politics, Parker was elected surrogate in 1877. His organizational skills soon came to the attention of prominent state Democrats, including three men who had held, or were to hold, the New York governorship: Samuel J. Tilden, Democratic presidential nominee in 1876; Grover Cleveland, first Democrat since the Civil War to be elected president of the United States; and David B. Hill, elected to the governor's office in 1885, and for whom Parker served as campaign manager. With Hill's success, and when in that same year a vacancy on the New York Supreme Court occurred, Parker was rewarded with