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Campaign '08: A Turning Point For Digital Media Paperback – February 20, 2009

4.8 out of 5 stars 6 customer reviews

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About the Author

Few people can say they've followed digital political advertising since 2002, but Kate Kaye is one. Today Kate is a trusted source on the topic, discussing it at speaking engagements and in interviews for television, radio, print, and digital media outlets. In her current role as Senior News Editor at ClickZ, Kate created the publication's section dedicated to covering the digital marketing and advertising components of the 2008 presidential campaigns. Kate was Associate Editor and contributing writer for Personal Democracy Forum in 2005, where she covered the emerging technology sector serving political campaigns and issue advocacy groups.
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Product Details

  • Paperback: 146 pages
  • Publisher: CreateSpace (February 20, 2009)
  • Language: English
  • ISBN-10: 1441488464
  • ISBN-13: 978-1441488466
  • Product Dimensions: 6 x 0.4 x 9 inches
  • Shipping Weight: 9.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Best Sellers Rank: #2,626,057 in Books (See Top 100 in Books)

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Campaign '08: A Turning Point For Digital Media is a slim volume by Kate Kaye, senior news editor at ClickZ, taking an in-depth look at the online advertising used in the 2008 Presidential contest for the primaries and then the general election.

Though the book touches on other aspects of internet campaigning, what makes it stand out from the crowd of competing volumes is its focus on advertising.

It starts with a reminder that there is only one John McCain: the McCain mocked in 2008 for not getting online campaigning is the same McCain who was feted in 2000 for getting online campaigning. Indeed, in many ways it was his 2000 campaign that put online political fundraising on the agenda in the US, just as Howard Dean's 2004 campaign put online organising on the agenda.

Hence her warning, 'Neither of the two main presidential campaigns can be used as a template for the next time round. For one thing, digital media moves way too far. Just think: search advertising was barely a consideration for the '04 campaigns, and YouTube didn't even exist!'

It's not just the US that moves on: what was a successful online constituency campaign for 2001 would have struggled in 2005, and simply trying to repeat 2005 in 2010 will miss the mark. There are some long-lasting principles (such as being online is not the same as campaigning online) and some core technologies that continue to be crucial, particularly email. However, there are also many new and useful options that has arisen.

The growing number of online avenues is reflected in the growth of staff: Bush's winning 2004 campaign had seven people on its internet team; Obama's winning 2008 team had 95.

As Kaye rightly points out though, it wasn't just that Obama had more staff.
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The '08 campaign was a turning point (maybe even tipping point), where digital marketing and political organizations collided, and there is simply no turning back.

Kate Kaye's book walks you through the digital technologies, tactics, strategies and decision making with an unmatched level of access and insight from the people who invented "Political Campaigning 2.0"

Campaign '08: A Turning Point for Digital Media is a must read for anyone working in politics that doesn't understand the power of the digital medium, especially local and grassroots organizations preparing for the 2010 mid-terms.
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Kate Kaye does a great job of documenting how each campaign (both in the General and Primary elections) employed new techniques in digital media. The book serves as a great compendium for political consultants in thinking about the future of digital advertising in political campaigns. I very much enjoyed.
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