Voters are discounting advertising. They may be blocking out ads, relying more on
personal exposure, information from social networks, alternative information
sources like talk radio and the Internet, and local media coverage. By Feb. 5, when it costs $16 million to burn
one television spot in every state that’s voting, it’s simply too expensive to
be on air everywhere at once.
The 20th century’s closing decades saw the rise
of the TV ad man as the most potent operator in presidential campaigns. The 21st century’s opening decade
is seeing the rise of the communications director and press spokesman as the more
important figures on a campaign staff.
Karl Rove, 1/31/08, A17 Wall Street Journal
