Partners remain competitors in traditional areas of coverage, and they use material originated as part of the campaign project in ways that suit them individually. Several alliances have developed written protocols. Some editors, news directors, and reporters initially wondered if collaboration was feasible and, more importantly, questioned if it was desirable. They saw the other local media as competitors for audience, and cross-state newspapers as rivals for professional status. What they found is that these limited partnerships worked, and worked to everyone's advantage.
Candidates are even less likely to ignore coalitions that reach across an entire state.
So did the five others running. In San Francisco, the threat of white space and dead air got a quick response from a candidate for governor who had been unwilling to provide a position statement. Cross promotion Media partnerships give each member's coverage more visibility and more influence. Partnerships that use the same title and logo for stories developed by the alliance can easily offer readers and viewers cross-references to coverage in other media. These cross-promotional efforts cost virtually nothing, and they expand both newspaper readership and broadcast audience.