Political Ads Stage a Comeback in Newspapers

POLITICAL ADS STAGE COMEBACK IN NEWSPAPERS
[SOURCE: Wall Street Journal, AUTHOR: Kevin Helliker kevin.helliker@wsj.com]
At a time when many categories of newspaper advertising are declining, the political message is making a comeback. As overall spending on campaigns doubled to $3.1 billion between 2002 and 2006, the amount spent on newspapers, including their online editions, tripled to $104 million, according to PQ Media. The rate of growth appears to be highest in races for local posts, such as mayor and state legislator, because newspapers boast greater penetration and influence in small- to medium-size markets. Newspapers are still far from their status in pretelevision times as the premier vehicle for political advertising. Even with the recent gains, they are receiving less than 5% of the advertising dollars spent on political campaigns. And some of their recent political gains are merely a by-product of the surge of campaign ads on television: As political ads clog the airwaves, newspapers have become a way to stand out. Newspaper readers vote at above-average rates. Even amid circulation declines, newspapers in many markets reach an audience that is competitive with any single broadcast channel, a strength that online editions are bolstering. Online editions also are reaching a demographic group that their print editions have been losing -- the young reader. Newspapers also allow for more sophisticated arguments than are delivered in the typical 30-second television campaign.
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