New Media Could Force Creative Races

NEW MEDIA COULD FORCE CREATIVE RACES
[SOURCE: Ad Week, AUTHOR: Wendy Melillo]
With more campaign money likely to be spent on new media than ever before, candidates for the White House in 2008 may be forced to display unprecedented creativity in both their ads and overall strategies, political experts said. If candidates hope to have their messages distributed virally -- or even catch the attention of consumers accustomed to being entertained and "engaged" by advertising -- they must craft messages that viewers would want to share with others. With candidates now taking the Internet and new media more seriously than ever -- witnessed by the slew of candidates already using Web video, YouTube or online chat to throw their hats into the ring -- how campaigns handle everything from Web TV to social networking sites will become an integral part of their campaign strategy.
http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003538670

* To ’08 Hopefuls, New Media Can Be Friend or Foe
http://www.nytimes.com/2007/01/31/us/politics/31video.html