The Architect Weighs In

From the WSJ we have Karl Rove's "New Rules For Politics," which includes some old rules he believes are proving true as well.

Perhaps most interesting is Rove's analysis of the new media landscape:

-Television ads don't matter as much as they used to. Going on the air with the earliest and most ads doesn't count for nearly as much as it once did. Campaigning this time has been so intense, long and geared toward retail politics that people -- especially in the early states -- form opinions that are difficult to alter by early and voluminous advertising. Mr. Romney, who spent $2.4 million on TV ads in Iowa beginning last February, found that out.

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. It is the age of the Internet, cable TV, YouTube, multiple news cycles in one day, and the need for really instantaneous response. Ads and ad makers are still vital -- but not nearly as much as they were just a few years ago.

It's certainly the case that more people are hearing more things about politicians through more ways than ever. By "things" of course I mean documented facts, rumours, complete fabrications, what have you. Rove is describing a changed battlefield wherein yesterday's big Death Star weapon may be too slow and cumbersome to fend off a swarm of attacking sticks and stones coming from every direction, 24/7. Perhaps big TV ad buys will be most effective in injecting attacks into the media bloodstream (otherwise known as -- close your ears, children -- "negative ads"), rather than playing defense or for soft-focus, "meet the candidate" introductory spots.