IN POLITICS, WEB SURPASSES TV FOR UNDER-30 VOTERS
A survey by SS&K and Advertising Age of close to 2,000 New Hampshire voters just ahead of this year's primary showed that 40% of adults visited a candidate's home page on the web. And one in four visited a candidate's profile on one of those newfangled social networks. That said, it's not time to start doing the digital dominance dance just yet. While new media has proved effective at extracting money from the already-decided and motivating the under-30 crowd, the study found it is no more than an additive to traditional media strategy. "Persuasion," according to the report, "seems to remain the domain of traditional political communications." TV is still the dominant force. Of those polled, 56% saw TV ads from the candidates, 51% watched TV debates and/or news analysis of the debates and 40% saw the candidates on talk shows or other TV appearances. And there's good news for print: 47% said they read articles in old-fashioned magazines and soon-for-the-grave newspapers. http://adage.com/campaigntrail/article?article_id=123398
