California Governor Arnold Schwarzenegger has shaken up the presidential primary sweepstakes by scheduling his state's primary and caucuses to February 5th. This forces White House wannabees to shift gears away from Iowa and New Hampshire, and head to the West Coast for some serious campaigning.
Of course, it's not cheap to leverage a media onslaught in a state the size of California, not to mention exorbitant media costs in Los Angeles and San Francisco. This could translate to staff layoffs, and a rethinking of media spending.
As Evan Tracey, COO of TNS Media Intelligence/CMAG (an ad agency) notes, "I think you're going to see campaigns doing television, but in select markets. You're going to see campaigns saying, 'Look, if it's going to cost me $6 million a week to be on television in key states on February 5th, then maybe I need to look at buying national TV or cable TV to maximize impact."
Hey, Evan - and presidential hopefuls - here's a thought: RADIO. Compared to television, it's inexpensive and efficient, easy to target, wireless, it's free to consumers, and 90+% of Californians listen to it every week. And if every other pol is going to end up on TV, a campaign that focuses on radio will stand out, and virtually "own" the medium. (Hell, we might even toss in a remote or two.)