A couple weeks ago I noted that David Craig was first on the radio with advertising buys in the Baltimore market. Apparently the ad buys have now gone pretty much statewide, but with a focus on rural areas like the Eastern Shore and western Maryland.
To me, it’s surprising that more candidates haven’t done the same, well, unless they don’t have the money. Since most of them are taking public financing (except for Charles Lollar) they’re probably still amassing the seed money required for the matching funds – we will know more in coming weeks when campaign finance reports come out.
From what I recall about looking into this for our party and GOTV messages, radio done right can go a long way and be cost-effective, although some would argue that television time on certain cable networks is also a good way to go. But I daresay that Craig is probably paying half of what he was paying in Baltimore down here, and in the case of WCBM’s programming, could be on many of the same shows since they do the familiar Limbaugh/Hannity/Levin lineup from noon to 9 p.m. If you want to reach likely conservative voters, it’s probably the place to start.
That outlet may be the only one available to Republican candidates come June. Something tells me that Anthony Brown and Doug Gansler will be filling the airwaves with 30-second TV spots so conservatives may not want to watch the television news beginning about Memorial Day unless you want to see back-to-back televised debates via the 30-second spot. This will be particularly true in the Baltimore and Washington markets, although they will probably have some TV spots on the stations in Salisbury and Hagerstown, too. With radio you may hear a couple statewide candidates in one commercial segment, then hear the others plus a local one or two at the next one.
But Craig seems to have the lead in media three months out from the primary. Elections may not be won at this point, but they can be lost and not being able to spread the message is generally crippling to a statewide campaign.