Bush forgoes network TV; plans to use spot campaign

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TV networks could be the big ad losers in this year's presidential campaign. George W. Bush's campaign today said it intends to make little use of broadcast TV in the fall campaign. In Philadelphia for the Republican National Convention, Bush aides said that because the campaign is likely to be decided in about 15 states, buying national media makes little sense. Instead the campaign will buy in spot markets, though there still is expected to be a small overlay of national media at least as November nears. The Bush campaign's Maverick Media unit uses National Media, Alexandria, Va., to buy media. The Gore campaign hasn't announced media plans, but also is expected to buy mostly spot TV.

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