Several election cycles back – OK maybe more than just several – we began advising clients to throw everything they had into TV, mail and phones and build their campaigns out from that foundation. More often than not, the campaigns who stayed disciplined within that mantra succeeded.
But in the coming campaign cycle, the old “TV, mail and phones ploy” just won’t work … on any level. That’s because all three traditional building blocks of a successful political media campaign are on the fast track to irrelevance. And you’re hearing this from a guy who’s made his living producing political media campaigns for decades.
In the year 2010, will candidates and campaigns really keep flushing the lion’s share of their precious (and ever-diminishing) budget down the tube? Will they continue relying on media channels that grow less efficient every day?
The smart ones won’t.
Last weekend I visited with a family member who retired a couple years ago after 40+ years as a media planner, buyer, stragegist, mover and shaker for a couple of the biggest mega-ad agencies in America. He was one of a small handful of ad execs who actually shaped broadcast media over the past quarter century, moving billions of advertising dollars through the world’s media. Continue reading ‘PREDICTION: In next election cycle, TV will go from important to impotent.’
