in coordinator's garages, the Campaign changed its instructions, and asked for a donation of any amount. It was too little, too late. It would have been more beneficial to have printed three times as many lawn signs -- and used its thousands of volunteers to distribute them for free as a cheap billboard strategy. 8. Mainstream Media is Not Your Friend On the right side of the top of the No on 37 web page is an image of dozens of newspaper front pages with a headline, "Nearly Every Major Newspaper in California Agrees: No Prop 37." Many voters paid attention to their local editorial pages. Those of us who have spent time within the world of corporate media know how loud the voice of advertisers is on editorial pages -- and how minimal the voices of grassroots activists and non-advertising citizens can be. So it was not surprising to see one editorial after another use the deceptive but well-circulated logic of the No campaign to recommend that people vote against labeling GMO food. The Yes Campaign should have coordinated editorial page visits to each of the 50 largest newspapers by volunteers who subscribed to those newspapers. Face to face meetings with editorial boards by local subscribers, not Campaign professionals, might have helped. More importantly, the Campaign relied far too heavily on TV advertising to spend its limited money. I never learned what the media category breakdown for the campaign was, but I was told by an insider that "every