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View Diary: Incestuous relationship in RomneyLand (33 comments)

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  •  Why do campaigns still do direct mail? (0+ / 0-)
    Mail remains the one way to guarantee reaching every voter: A mailing address is publicly available as part of every registration record maintained by a board of elections, unlike home or mobile phone numbers, email, or IP addresses.

    Thanks to the mail’s precision and universality, no other format for political communication has been so good at exploiting the analytical innovations that have reshaped modern campaigns.

    Refinements in individual-level targeting have made brochures the most efficient medium for hitting specific households while avoiding their neighbors, and its cost-effectiveness has increased along the way. (Unlike doorstep lit drops, mail requires just cash, not platoons of volunteers.)
    Boomers and seniors

    The two presidential campaigns have spent nearly twice as much on old-fashioned fliers, get-out-the-vote cards and other forms of direct mail as they have on Internet advertising, according to disclosure data and campaign aides. The hope is to appeal to millions of baby boomers and retirees, who may prefer the familiarity of the U.S. Mail to pop-up ads, YouTube videos and other flashy media.[...]

    Direct mail is especially crucial for Romney, whose supporters skew older than Obama’s. Romney and the Republican National Committee have spent more than $100 million on mail costs, compared with about $70 million for Obama and the Democrats.

    The choice of our lifetime: Mitt Romney, It Takes A Pillage or President Barack Obama, Forward Together.

    by FiredUpInCA on Mon Nov 26, 2012 at 10:44:51 PM PST

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