Making Daily Headlines · Page 9
Midterms Prepare to Win the Spending Contest
· New York time
The U.S. midterms are on track to become the most expensive on record. That trajectory makes the financing of political persuasion a major story alongside the contests for office themselves. Spending measures resources deployed, not votes secured. A costly campaign can purchase more opportunities to reach people without purchasing their agreement. For citizens, the practical result is a political season in which attention becomes especially valuable real estate. The industry has found a remarkable business model: ask Americans whether they are tired of politics, then pay to ask them again in several formats. Record expenditure may demonstrate fierce competition, but it does not guarantee that the next advertisement will contain a new sentence.
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