ONE OF THE challengers to
New York City Public Advocate has turned to the Internet to promote
his candidacy in the Democratic primary this September. His campaign
went live Monday on over 20 New York City blogs, NYTimes.com, New
York Magazine’s Web site, and a handful of influential progressive
political blogs.One of four Democratic challengers to Gotbaum, is
not the only Public Advocate candidate to have an online presence.
Gotbaum, herself a Democrat, also has a Web site–as does Norman
Siegel, former executive director of the New York Civil Liberties
Union, who came in second in the 2001 Democratic primary for Public
But he appears to be the
only Public Advocate candidate so far to purchase inventory on other
sites. So far, his online ad buy includes more than 100 Google
AdWords keywords–including his opponents’ names, several creative
misspellings of his own name, and a gaggle of prominent New York
politicians. The blogs on which he is advertising include DailyKos,
MyDD, and TalkingPointsMemo–all prominent Democratic blogs. The
campaign also has purchased the first full buy of the New York City
network of blogs on Blogads–22 independent blogs by New Yorkers,
which offers a week of ad strips for $601. The buys on NYTimes.com
appear only on the New York/Region page, and are geo-targeted at
readers within the five Boroughs.
His move has drawn notice by other bloggers, including Jeff Jarvis’
BuzzMachine and new media commentator Jason Calacanis–a personal
friend of his. Also, his posts about his candidacy on his own blog
apparently have boosted his Internet popularity; Intelliseek’s
BlogPulse tool noted spikes of blogs mentioning his name in the last
week on April 22, 27, and 29, peaking on the 27th with .001 percent
of the blogosphere posting about his candidacy.
He is employing an
online-only, grassroots fund-raising strategy, limiting donations to
$100. As of yet, his campaign has not put out any TV ads, but he
isn’t ruling them out. “I don’t think it’s prudent to not do any TV.
But to get the word out about my base–which is a wired New
Yorker–the best way to do it is online,” he said. “There are still a
lot of people who aren’t online.”
The campaign also is doing
some online-offline crossover, such as targeting constituents who
have Web access in low-access areas, and asking them to print out
and distribute weekly campaign newsletters.
He declined to release how
much money the campaign had raised thus far, but said that the
numbers will be released in a May 15th filing, as is required by New
York election laws. .
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