- August 24, 2011
As communication technology continues to evolve, so does political strategy. Before mass media, political communication consisted of largely one on one communication or speaking in front of small community groups.
This is clearly still part of an effective political campaign, but in and of itself will not allow you to reach enough people in a broad election. For that, you need to take your message to mass media including television, radio, print, and online.
Mass communications such as these allow you to reach a large audience quickly. Unfortunately, what you lose is the ability to tailor a message to a particular audience or even a specific person. In the mass media world, you have to be everything to everybody, which is very hard to do.
- July 14, 2011
It is no secret that television advertising is not what it used to be. The “Tivo” effect has resulted in many television viewers avoiding commercials all together. 40% of households now have a DVR. Other options for commercial-free viewing including online streaming through Hulu or Netflix, On Demand programming, and whole seasons of programming available on DVD.
With all of these viewers avoiding commercials, advertisers are not willing to pay the big dollars for advertisements that no one will see. If, as a network, you are able to convince viewers to watch your show live (and thus the commercials) you will be able to command top dollars. With less legitimate advertising slots available advertising rates for live events have risen dramatically. The best example of this is the Super Bowl. While television advertising rates have steadily declined, the rates for the Super Bowl have experienced a dramatic rise.