Do local campaigns need TV?

The article today on political consultant Mich Kates highlights a point that seems to indicate a change in local political races going forward.

The Beckner campaign tapped another, relatively inexpensive, means of reaching voters. While he raised nearly $200,000, the campaign spent none of it on television and little on the radio.

While I do not think that TV in local races is done, it certainly indicates that money should be redirected to new media to help reach voters that do not tune into local broadcast and cable news programs and channels.

Money spent on new media can be directed to better creative that targets specific voters with relative messages. This combines the effectiveness of targeted direct mail with the connectivity of the human voice and image established via traditional TV spots.

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