Anyone who is paying attention to the media in America knows
that how we get information is changing dramatically. It is
happening in every form of media. Take television for example:
in 1992, the average US household had access to 28 TV channels.
In 2012, US households have access to over 165 channels and over
10,000 programs per month. They also watch an increasing amount
of shows using DVRs or on-line media streaming services. In
1970, the average reach of a nationally broadcast 30-second spot
was 20 percent. Now it’s less than 5 percent. Marketers are
desperate to make up for this drastic decline in reach. You see
it everywhere you go. For example, One market research firm,
estimates that a person living in a city 30 years ago saw up to
2,000 ad messages a day, compared with up to 5,000 today. So how
does a political campaign, with limited time and money, over
come this saturation effect of traditional marketing and the
limited reach of television? Diversify, organize and activate.
No longer can a campaig