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It's Not the Ad Spending, Stupid

The True Story of the Political Web Is Measured in Activists, not Page Views or Dollars

By Published on .

We're at the tail end of the first presidential primary of the new digital age. But you'd be forgiven if you weren't completely aware of it. After all, digital spending for 2008 is expected to account for just 1.6% of all political campaigns' ad spending, according to a PQ Media study. And the $73 million expected to be spent online -- that's across all races in both primary and general elections -- is dwarfed by the $210 million already spent on national TV in the presidential primary.

But if you're focusing on the spending alone, you're missing the point. Never mind that the $73 million expected for this year is a 152% increase over the $29 million spent four years ago. READ MORE
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