The 2020 presidential election will be the most expensive election ever, and most of the money will be used on political advertising. Industry experts predicted in September that $10 billion would be spent, a 60 percent increase in ad spending from 2016 — and that was before Michael Bloomberg’s entry into the Democratic primary and the record-breaking $57 million he spent in just his first week as a candidate.
Will all that ad spending matter? Yes and no: These advertisements will have effects, but not on voters. The majority of evidence in political science finds that political ads have limited effects that are short-lived. Individual ads may persuade temporarily by informing voters or triggering an emotional response, but the effects are small in the real world and cancel each other out when ads are aired in equal volume.
This massive infusion of political cash into the media will benefit tech companies and cable news networks more than in previous cycles — reinforcing trends in the media industry that are hurting politics in America today and causing more damage than any negative ad.
The major tech companies are receiving more and more campaign cash. For example, including search ads (and despite their “new rules”), Bloomberg bought $4.6 million in advertising from Google in his first week — more than the entire Democratic field combined had to that point.
Federal regulations disadvantage local news stations in today’s environment. The FCC regulates rates of television ads and demands that stations disclose those rates, but no such regulations exist for online advertising. Traditionally, campaigns have focused their limited resources on ads on local broadcast channels in targeted markets in swing states, but local television ownership is consolidating and these ads will benefit ownership groups as well as individual stations. Local newspapers also receive none of this money for print ads (though there is quite a bit of digital advertising on local newspaper websites, at much lower rates).
The shifting of spending to national cable and online platforms will hasten current trends in the media environment, such as the nationalization of political decision-making. Politics, and political news, are gradually becoming a referendum on the president and what’s going on in Washington, as local news struggles to adapt to the changing economics of news and preferences of consumers.
The unbelievable spending we’re already witnessing will make cable news, tech companies, and owners of television stations richer, while benefiting local news less than ever.
Joshua P. Darr is an assistant professor of political communication at Louisiana State University.
The 2020 presidential election will be the most expensive election ever, and most of the money will be used on political advertising. Industry experts predicted in September that $10 billion would be spent, a 60 percent increase in ad spending from 2016 — and that was before Michael Bloomberg’s entry into the Democratic primary and the record-breaking $57 million he spent in just his first week as a candidate.
Will all that ad spending matter? Yes and no: These advertisements will have effects, but not on voters. The majority of evidence in political science finds that political ads have limited effects that are short-lived. Individual ads may persuade temporarily by informing voters or triggering an emotional response, but the effects are small in the real world and cancel each other out when ads are aired in equal volume.
This massive infusion of political cash into the media will benefit tech companies and cable news networks more than in previous cycles — reinforcing trends in the media industry that are hurting politics in America today and causing more damage than any negative ad.
The major tech companies are receiving more and more campaign cash. For example, including search ads (and despite their “new rules”), Bloomberg bought $4.6 million in advertising from Google in his first week — more than the entire Democratic field combined had to that point.
Federal regulations disadvantage local news stations in today’s environment. The FCC regulates rates of television ads and demands that stations disclose those rates, but no such regulations exist for online advertising. Traditionally, campaigns have focused their limited resources on ads on local broadcast channels in targeted markets in swing states, but local television ownership is consolidating and these ads will benefit ownership groups as well as individual stations. Local newspapers also receive none of this money for print ads (though there is quite a bit of digital advertising on local newspaper websites, at much lower rates).
The shifting of spending to national cable and online platforms will hasten current trends in the media environment, such as the nationalization of political decision-making. Politics, and political news, are gradually becoming a referendum on the president and what’s going on in Washington, as local news struggles to adapt to the changing economics of news and preferences of consumers.
The unbelievable spending we’re already witnessing will make cable news, tech companies, and owners of television stations richer, while benefiting local news less than ever.
Joshua P. Darr is an assistant professor of political communication at Louisiana State University.
Jasmine McNealy A call for context
Rick Berke Incoming fire from both left and right
Kourtney Bitterly Transparency isn’t just a desire, it’s an expectation
Monica Drake A renewed focus on misinformation
Carl Bialik Journalists will try running the whole shop
Mary Walter-Brown and Tristan Loper Power to the people (on your audience team)
Sue Robinson Campaign coverage as test bed for engagement experiments
AX Mina The Forum we wanted, the forum we got
Joni Deutsch Podcasting unsilences the silent
Mira Lowe The year of student-powered journalism
Sarah Alvarez I’m ready for post-news
Rachel Davis Mersey The business of local TV news will enter its downward slide
Pablo Boczkowski The day after November 4
Ståle Grut OSINT journalism goes mainstream
J. Siguru Wahutu Western journalists, learn from your African peers
Alexandra Borchardt Get out of the office and talk to people
Raney Aronson-Rath News deserts will proliferate — but so will new solutions
Linda Solomon Wood Everyone in your organization, moving toward a common goal
Nicholas Jackson What’s left of local gets comfortable with reader support
Lucas Graves A smarter conversation about how (and why) fact-checking matters
Tom Glaisyer Journalism can emerge newly vibrant and powerful
Kristen Muller The year we operationalize community engagement
Moreno Cruz Osório In Brazil, collaboration in a time of state attacks
Knight Foundation Five generations of journalists, learning from each other
Joanne McNeil A return to blogs (finally? sort of?)
Logan Jaffe You don’t need fancy tools to listen
Logan Molyneux and Shannon McGregor Think twice before turning to Twitter
S. Mitra Kalita The race to 2021
Brian Moritz The end of “stick to sports”
Dannagal G. Young Let’s disrupt the logic that’s driving Americans apart
Bill Adair A Nobel Prize, a Brad Pitt film, and a Taylor Swift song
Greg Emerson News apps fall further behind
Beena Raghavendran The year of the local engagement reporter
Jake Shapiro Podcasting gets listener relationship management
Catalina Albeanu Rebuilding journalism, together
Bill Grueskin Our ethics codes get an overhaul
Peter Bale Lies get further normalized
Brenda P. Salinas Treating MP3 files like text
Doris Truong The year of radical salary transparency
Barbara Gray Join local libraries on the frontlines of civic engagement
Colleen Shalby Journalists become media literacy teachers
Alana Levinson Brand-backed media gets another look
Masuma Ahuja Slower, quieter, more measured and thoughtful
Talia Stroud The work of reconnecting starts November 4
Annie Rudd The expanded ambiguity of the news photograph
Juleyka Lantigua A changing industry amps up podcasters’ ambitions
Francesco Zaffarano TikTok without generational prejudice
Felix Salmon Spotify launches a news channel
Christa Scharfenberg It’s time to make journalism a field that supports and respects women
Lauren Duca The rise of the journalistic influencer
Richard Tofel A constraint of the reader-revenue model emerges
Cristina Kim Public media stops trying to serve “everybody”
Helen Havlak Platforms shine a light on original reporting
Laura E. Davis Know the context your journalism is operating within
Rachel Schallom The value of push alerts goes beyond open rates
Geneva Overholser Death to bothsidesism
Eric Nuzum Podcasting finally creates another mega-hit show
Mike Caulfield Native verification tools for the blue checkmark crowd
Jeff Kofman Speed through technology
Tonya Mosley The neutrality vs. objectivity game ends
Alfred Hermida and Mary Lynn Young The promise of nonprofit journalism
Emily Withrow The year we kill the news article
Jeremy Olshan All journalism should be service journalism
Alice Antheaume Trade “politics” for “power”
Michael W. Wagner Increasingly fractured, but little bit deliberative
Fiona Spruill The climate crisis gets the coverage it deserves
A.J. Bauer A fork in the road for conservative media
Steve Henn The dawning audio web
Sara K. Baranowski A big year for little newspapers
Joe Amditis Collaborative journalism takes its rightful place at the table
Cindy Royal Prepare media students for skills, not job titles
Mariana Moura Santos The future of journalism is collaborative
Madelyn Sanfilippo and Yafit Lev-Aretz News coverage gets geo-fragmented
Tamar Charney From broadcast to bespoke
Josh Schwartz Publishers move beyond the metered paywall
Seth C. Lewis 20 questions for 2020
Victor Pickard We reclaim a public good
Nathalie Malinarich Betting on loyalty
Sarah Marshall The year to learn about news moments
Gordon Crovitz Fighting misinformation requires journalism, not secret algorithms
Irving Washington Leadership isn’t something you learn on the job
Nushin Rashidian Are platforms a bridge or a lifeline?
Heather Bryant Some kinds of journalism aren’t worth saving
Rachel Glickhouse Journalists get left behind in the industry’s decline
Ernie Smith The death of the industry fad
Kerri Hoffman Opening closed systems
Mario García Think small (screen)
Jennifer Brandel A love letter from the year 2073
Nico Gendron Make better products if you want to reach Gen Z
John Keefe Journalism gets hacked
Matt DeRienzo Local broadcasters begin to fill the gaps left by newspapers
Kevin D. Grant The free press stands against authoritarians’ attacks on truth
Jim Brady We’ll complain about other people living in bubbles while ignoring our own
Sonali Prasad Climate change storytelling gets multidimensional
Matthew Pressman News consumers divide into haves and have-nots
Kathleen Searles Pay more attention to attention
Jeremy Gilbert and Jarrod Dicker A call for collaboration between storytelling and tech
Joshua P. Darr All that campaign cash will make the media’s problems worse
Rasmus Kleis Nielsen The business we want, not the business we had
Tanya Cordrey Saying no to more good ideas
John Garrett It’s the best time in a century to start a local news organization
Cory Haik We’re already consuming the future of news — now we have to produce it
Errin Haines Race and gender aren’t a 2020 story — they’re the story
Stefanie Murray Charitable giving goes collaborative
Julia B. Chan We 👏 take 👏 breaks 👏
Ben Werdmuller Use the tools of journalism to save it
Don Day Respect the non-paying audience
Anthony Nadler Clash of Clans: Election Edition
Sarah Stonbely More people start caring about news inequality
Sarah Schmalbach Journalist, quantify thyself
Jakob Moll A slow-moving tech backlash among young people
Elizabeth Hansen and Jesse Holcomb Local news initiatives run into a capital shortage
Monique Judge The year to organize, unionize, and fight
Dan Shanoff Sports media enters the Bronny era
Margarita Noriega The platforms try to figure out what to do with single-subject newsrooms
Elizabeth Dunbar Frank talk, and then action
Jonas Kaiser Russian bots are just today’s slacktivists
Meredith Artley Stronger solidarity among news organizations
Simon Galperin Journalism becomes more democratic
Whitney Phillips A time to question core beliefs
Candis Callison Taking a cue from Indigenous journalists on climate change
M. Scott Havens First-party data becomes media’s most important currency
Zizi Papacharissi A president leads, the press follows, reality fades
Carrie Brown-Smith Engaged journalism: It’s finally happening
Craig Newmark Formalizing newsrooms’ battle against disinformation
Heidi Tworek The year of positive pushback
Meg Marco Everything happens somewhere