Television is king of political communications media.
Budget constraints may limit options, but campaigns need to avoid the blind spots that result from insufficient message coverage, targeting, and fortification. Just throwing money at TV stations may not always be the right way to move voters, whether cash is plentiful or scarce. Newspaper ads can also reinforce TV spots and earned media thrusts with more detailed documentation and explanation. In addition, newspaper provides an excellent format to list numerous endorsements, promote town meetings, make visual comparisons of candidate credentials, and reach voters on election morning when they're sorting through sample ballots. Outdoor advertising and print items get short shrift from most media consultants.