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	September 7, 2007 Politics on the Net Reaching Audiences That Matter by Barry Parr with Zia Daniell Wigder, Amanda Guzman

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Executive Summary

Presidential campaigns have already recognized the importance of the Web as a marketing and organizing tool in the run up to the 2008 primaries. However, more than a year remains before the election, and the changing online behavior of voters makes them a moving target. Meanwhile, off-line media face a challenge to their traditional dominance of campaign budgets.

Key Questions

• What online media—including really simple syndication (RSS) and podcasts—do the most desirable voter audiences prefer?
• What are the online marketing needs of political campaigns, and how can media help address them?

This is an excerpt

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