Shortly after former President Ronald Reagan died, Senator John Kerry announced that he was temporarily suspending his presidential campaign. As some Democrats noted, this announcement marked the most they’d heard from their candidate in weeks.
To a casual observer in a solidly Republican or Democratic state, the political season has seemed a bit one-sided. But for political junkies, the campaign has looked like a clash between mass and targeted advertising. And voters not in the swing states just aren’t part of the target base, and are therefore missing half the messages.
President George W. Bush, by dint of his incumbency, has to run a largely mass marketing campaign. Yes, he can place local- and regional-targeted commercials (usually attack ads that reflect local concerns), but his most effective targeted sales tool – his personal appearances – are constrained by his official duties.
True, Bush has been racking up frequent-flier miles on Air Force One for both official and campaign duties. And where Air Force One lands is newsworthy, as is what Bush says when he gets there. But coverage of his local campaigning is going to be overshadowed by what’s going on in Washington and Iraq. The national events are simply too big.
Kerry, who has less of a bully pulpit than the president, is taking a more purely targeted marketing approach. The 20 or so swing states (Virginia and Louisiana, among others, are creeping back into the mix) are where he should be -- and is -- putting his chips. Want to know where Kerry is and how he’s doing on the trail? Pick up the Richmond Times-Dispatch or the New Orleans Times Picayune. He’s in there. Really.
On a side note, Dennis Kucinich, who is still running for the Democratic nod that Kerry sewed up in March, may be this year’s viral marketing candidate. I imagine Kucinich’s role in the Democratic convention will be towel boy in the washroom closest to the convention floor. From this vantage point he will attempt to badger bladder-challenged delegates into giving him their nominating vote. He will also use the dollar tips conventioneers leave him to defray his campaign costs.
So to Kerry supporters in uncontested states, I counsel patience. Your man is out there, running hard. And to Bush supporters wondering when he is going to get down into the trenches, remember that your man has to run the country. When the time is right – probably post-Labor Day – Bush will be devoting a significant portion of his $200 million war chest to targeted campaign appearances. For those of us who just want an exciting contest once baseball season winds down, I can only say, wait a minute, folks: you ain’t seen nothin’ yet.
To respond to the opinions in this column, please contact rlevey@primediabusiness.com
