The New Political

Media Environment
From The Media
To WE Media
Thank You to Key Sources
„ Brian Reich, Media Rules Author

„ Simon Rosenberg, NDN President

„ Morley Winograd, Millenial Makeover Author

„ Theo Yedinsky, Former NPI Directors

„ Andres Ramirez, NV Dem Party

„ Eric Greenberg, Generation WE Author

„ Catalist (Voter Targeting Firm)

What’s Different About this Ad?
„ Spanish Language
„ Played on Cable TV
„ Entertainment Marketing – for the World Cup
„ Niche Marketing – for the World Cup
„ Multiculturalism, Unity
„ More than Party Politics
„ Actors All Young
„ Emotions, Not Policy
„ Nod to Cultural Catholicism
„ Links to Website
„ Asks People to Get Involved
Part 1 Overview
„ Technology is fueling a major shift in how we communicate. The
broadcast era has been replaced with the internet age.

„ New norms require us to change the way we speak to our audience.

„ We’re beginning to understand a fundamentally new relationship

between people and politics – which drives how people choose to
support candidates and policies.

„ Progressives MUST understand the massive demographic shift

happening right now and MUST respond by using new tools.

„ Doing so will enable a major wave of positive progressive change akin

to the New Deal era.

„ Failure will mean your voice will not be heard.

3 Major Shifts
„ Millennial Generation
„ 4th Civic Realignment in US History

„ Population
„ End of Southern Strategy
„ Beginning of the Southwest Strategy

„ A New Style of Political Communications

„ The End of the Broadcast Era
„ The Return of Direct Contact
„ Tapping into the Groundswell: The Necessity of the 2-way
Conversation
Millennial Generation
„ Born in 80’s and 90’s
… 81 million eligible voters in 2016 = largest voting bloc ever

„ Strauss Howe generational type: Hero. As a Millennial

subgroup, they are presumably characterized by
optimism, ability to achieve, and strong group orientation.
… Gen X = Nomad. Presumably characterized by greater
orientation toward risk taking, pragmatism, free agency,
and more limited group affiliations.
… Baby Boomers = Prophet. Presumably characterized by
being self-absorbed and very morally driven and
value oriented.

„ Traits
… Civic-minded, Socially and Personally Responsible
… Highly Entrepreneurial, Problem Solving and Practical
… Super-interconnected, Globally focused, Intolerant of
Intolerance
Mail / Telegraph, Mass/Rapid Transit, Telephone RADIO TV THE INTERNETS
Civic Realignment:
“Hero” generation + New communications technology +
Major problems to solve
Electoral College 1920
Electoral College 1924
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Electoral College 1932
Electoral College 1936
Electoral College 1940
Electoral College 1944
Electoral College 1948
Electoral College 1952
Electoral College 1956
Electoral College 1960
Electoral College 1964
Electoral College 1968
Electoral College 1972
Electoral College 1976
Electoral College 1980
Electoral College 1984
Electoral College 1988
Electoral College 1992
Electoral College 1996
Electoral College 2000
Electoral College 2004
Electoral College 2008
Electoral Map Scaled for Population
County Results Map Scaled for Population
County – Population - Intensity
Population Shift:
America in 2030
„ 88% of population growth will take place in the Southern
and Western states
… 65% of Americans will live in the South or the West by 2030.

„ 8 of the 10 fastest-growing states are “Red” states.

… 97 of the 100 fastest-growing counties voted Republican in 2004

„ The U.S. Hispanic population will nearly double between

2000 and 2030.
Population Shift:
Hispanic Electorate Growing Rapidly
Hispanic Vote Share in Battleground States
 The End of the Broadcast Era
The Beginning of the Internet Era
„ In 1960, we could reach 80% of women with 3 channels. 100 channels
are now required for the same penetration

„ We now receive messages in ways we never imagined – through

internet radio, video game advertising, on computer screens in
elevators, and much more sophisticated targeted mail

„ The web surfer has replaced the couch potato. Obama YouTube chats

„ We are now in the web 2.0 generation of internet advertising

„ Media integration is the defining characteristic

„ Direct targeting of small communities is much easier: Google ads

appear in our email
The Communications Arch
Direct Æ Indirect Contact

Info
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Print Media on the Decline
Print Media Decline:
Not Just Young People
Radio on the Decline
TV Segmentation:
Cable

Cable now commands over 50% market share in Primetime.

 TV Segmentation:
Ethnic Media
„ One-fourth of U.S. adults --51 million people-- access an ethnic news
source
… 29 million prefer ethnic news sources as primary

„ Consumers of ethnic media vote differently than consumers of

mainstream media
… Consumers of Asian ethnic media were 30% more likely to vote for George
Bush than Asian consumers of mainstream media

„ Hispanics have the highest ethnic media use, with 87% of adults
regularly accessing ethnic media sources.
… Univision, the top Spanish-language network, reaches 98% of Hispanic
Households
… During November sweeps, the #1 Spanish-Language network attracts more
Hispanic adults 18-49 than ABC, CBS, NBC, FOX, WB, combined
… In ’04-’05 Univision won 18-34 year olds for 22 nights
Internet Rising
Internet Rising
Web 2.0
User Generated Content
Web 2.0
Rich Media
Web 2.0
Content Shift to Entertainment
Web 2.0
Advertising Example
„ Charlie Brown vs. John
Doolittle 2006 Congressional
Election

„ $2500 radio buy accompanied

by targeted blog ads

„ 3X returns in fundraising after

print media covers the story

„ www.CorruptorIneffective.com
Direct Contact is Back:
Advertising Dollars
Direct Contact is Back:
Campaign Evidence I
Direct Contact Is Back:
Campaign Evidence II

„ Tim Kaine for

VA Governor
2005
„ Emerging
Suburbs in
Northern
Virginia
experiencing
rapid growth
Direct Contact Is Back:
Campaign Evidence II
„ GOTV universe increased by 116,000
voters and Tim Kaine wins
 Direct Contact is Back:
Obama

18
16
14
12 18
13
10 Total
559
8 Unique
6
8 12
4
2 2
0
Year 2004 Year 2008 Year 2004 Year 2008

Counties with 50% Contact Rates Democratic Voter ID’s

(1 in 2 registered voters hears directly from a
person representing the campaign) Nationwide (in millions)

With media saturation and segmentation, peer-to-peer influence has skyrocketing value
 The Groundswell
Peer-to-Peer Influence
„ A changing America is
growing to expect a
newer, better, more
direct relationship with
those who seek to
advance their ideas

„ Obama : Napster ::
Hillary : Record Industry

„ Great Profit is to be had

… Dell example
… Lego example
 WE Media Made Easy
„ Facebook
 We Media Made Easy
„ Facebook
„ Advanced Google Search
 To Search Truman Fellows:
http://www.trumanproject.org/programs/fellowship/people/
 WE Media Made Easy
„ Facebook
„ Google Advanced Search
„ Truman Project YahooGroups
 WE Media Made Easy
„ Facebook
„ Google Advanced Search
„ Truman Project YahooGroups
„ Digg
 WE Media Made Easy
„ Facebook
„ Google Advanced Search
„ Truman Project YahooGroups
„ Digg
„ RSS Feeds
iGoogle + RSS 2.0 Feed =

Always Up To Date!
 WE Media Made Easy
„ Facebook
„ Google Advanced Search
„ Truman Project YahooGroups
„ Digg
„ RSS Feeds
„ Google
 WE Media Made Easy
„ Facebook
„ Google Advanced Search
„ Truman Project YahooGroups
„ Digg
„ RSS Feeds
„ Google
„ Twitter
Silly Name – Serious Opportunity
„ U.S. grad student gets out
of prison in Egypt
„ New Scientist Magazine –
Twitter and VA Tech
shootings
„ L.A. Fire Department –
Track Wildfires October
2007
„ American Red Cross –
Disaster Updates
„ U.S. Army Intel Report
AQ – It Twitters
„ C-SPAN at Democratic
Convention – #DNC08
 Who’s On Twitter?
„ Greta VanSusteren (Gretawire)
„ George Stephanopoulos (GStephanopoulos)
„ Nicolas Kristof (NYTimesKristof)
„ Chris Cilliza (TheFix)
„ Fred Thompson (FredThompson)
„ John Boehner (JohnBoehner)
„ Eric Cantor (EricCantor)
„ Chris Dodd (SenChrisDodd)
„ Nancy Pelosi (NancyPelosi)
„ Al Jazeera English (Al Jazeera English)
„ AJGaza (which links to a site with real time updates of strikes)
„ Qassamcount (Israeli's realtime update of strikes in Israel)
„ IDFSpokesperson
Rush His Progressive Story His Conservative Story

KSM sounds like Dems Traitors/unfit to lead Tough on US’ enemies

KSM ranted about torture Agree with America’s enemies Disagree with enemies

Military/intel vilified Don’t respect military Honor the troops

Forgotten terror threat Naïve See/fight evil abroad

Obama for appeasement Are French Stand for victory

Obama Our Progressive Story Our Conservative Story

More than military power Understand 21st century Don’t understand 21st C

Redo days after 9/11 Would have gotten job done Messed up big time

Not opposed to all wars Know when to fight Bad judgment

To the gates of hell Mean what they say Rhetoric over policy

Tough and smart Understand roots of terror Understand little

Obama Progressive Anti-Hero Bad Progressive Story

More than military power Militarism hurts security Don’t respect military

Redo days after 9/11 We messed up after 9/11 Blame America first

Not opposed to all wars War, what is it good for? Won’t face enemies

To the gates of hell War supporters = chickenhawks Slogans over substance

Tough and smart Work with allies and UN Won’t stand up for US