Re: ONLINE-ADS>> Political Advertising During Election Campaigns

Chris Bertchie (chrisb_at_townhall.com)
Tue, 14 Oct 1997 11:50:24 +0000

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Paul Cross wrote:
> I am looking for ideas or examples of how the Internet could be used to
>influence
> voting preferences.
>

I love Miki Dzugan's idea of using a site for "banner wars" that
reflect quick response to each other - nope, you can't charge me, the
site! - and because Town Hall's user base is politically active, I'd
want to set up a special chat room for the candidates or a special
page each candidate could post to (reduce the number of banner
creatives they'd be running!).

During the October 1996 election, between 10% and 12% of all voters
got "some information" from the Web. In part, that's a reflection of
the high degree of political activism/voter turnout found in the
online population (I've seen stats that indicate 65% of Web users
vote, versus under 50% of the U.S. population, and stats that
indicate that 95% of PC users vote versus 65% of the U.S. population -
whatever, people on the Web do tend to exercise their right and/or
opinion more than Americans at large).

It is also an indication that Election 2000 will be online - as will
more and more Congressional, Senate, and local races.

Some ideas:

- Micro sites set up on appropriate web sites, all operating off of a
central "traffic builder" page

- Online surveys that invited (short) statements of opinion, and
posted them automatically (similar to our new "Share Your IRS Horror
Stories" feature <http://www.townhall.com/townhall/infotain/irs/>)

- Immediate response to events (international or domestic scandals,
or policy decisions, or heated debates over pending legislation).

- Chat (moderated) with candidates, or with panel of experts.

- Voter education on specific issues, or on the candidate's planks:
float the issues on news-oriented sites, and provide great links
library on the issue position page.

Chris Bertchie, Advertising Director
TOWN HALL < http://www.townhall.com >
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330
Email: chrisb_at_townhall.com
Online Media Kit: < http:///www.townhall.com/media_kit >

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• Next message: Ivan Weltman: "Re: ONLINE-ADS>> CPM and Click-through averages"
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• Previous message: Jason Rapasky: "ONLINE-ADS>> CPM and Click-through averages"
• Maybe in reply to: Paul Cross: "ONLINE-ADS>> Political Advertising During Election Campaigns"
• Next in thread: Kathy E. Gill: "Re: ONLINE-ADS>> Political Advertising During Election Campaigns"

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