Why local online media should be a part of your Strategy.

Internet & 2004 Political Campaigns “Candidates who effectively use technology will win races in Those who hold tight to the old ways will be surprised by the stealth attacks that their competitors launch using the online tools of the 21st Century.” 2nd Annual E-Voter Survey (E-Voter 2002): Future Voters on Politics & the Internet (Survey of Political & Advocacy Communication Leaders) conducted July-Sept “In 2003, we witnessed the unprecedented use of the Internet as an effective tool for political organizing and fundraising, particularly by the Howard Dean Campaign. It’s only a matter of time before realize it will do the same for advertising.” January 2, 2004 Newsday / Cliff Sloan

Online Advantage: In the wake of McCain-Fiengold “The Supreme Court’s recent ruling on campaign finance may be the spark that ignites the fire of Internet political advertising.” “The McCain-Fiengold law bans corporations, unions and interest groups from using certain funds on behalf of a political candidate in the period shortly before an election, but the ban applies only to Television and Radio.” January 2, 2004 Newsday / Cliff Sloan

Awareness & Interaction FACT: 60% of respondents say they are likely to notice an ad for a candidate online; 40% say they are likely to click on a political ad. Implication: Lack of presence of online political advertisements in prior elections has respondents more likely to recognize and interact with these types of ads in upcoming elections. Public Opinion about Candidate Web Sites & Political Advertisements Online Study, Center for Survey Research & Analysis (Univ. of CT) & Online Publishers Assn., June 2003

News Site Visitors Are Power Users Q: “During the next presidential campaign in 2004, if an advertisement appeared for a candidate on a web site, how likely would you be to CLICK on it?” TotalBy Site Category (very/somewhat likely) Public Opinion about Candidate Web Sites & Political Advertisements Online Study, Center for Survey Research & Analysis (Univ. of CT) & Online Publishers Assn., June 2003

The Daytime Internet Advantage More than 140 million Americans are online; many online at work. Daytime is prime time for the Internet - reach people at an important time of day on a scale that no other medium can match.”* Most effective advertising medium with the most reach for people at work/during the day Second most effective advertising medium with the most reach for people at home Local News web sites, as the dominant sites in their markets, are the best position to capture these advertising dollars** *January 2, 2004 Newsday / Cliff Sloan **Online Dayparting: Claiming the Day, Seizing the Night (MORI Research January 2003)

Daytime on the Internet is Prime Time for at Work Users Online Publishers Association/MBIQ Media Consumption Study, May 2003

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