Patrick Ruffini has a must-read post on how Republican candidates are being outspent 3-1 on new media. Commenting on a report from the National Journal’s Shira Toeplitz, Ruffini notes the disparity:
Looking closely at the list, I noticed another trend, and it’s a disturbing one that ties depressingly into the issues by the YouTube debate. While Republicans and Democrats are spending almost equally on their Web efforts, Democrats are spending dramatically more on in-house staff. Approximately 36% of the Democrats’ Web budgets are dedicated to staff, while less than 8% of the Republican budgets are. Overall, the Democratic candidates have 39 people working in the Web departments while Republicans have 18, spread over 9 active candidates. That works out to an average of 5.6 staffers per candidate on the Democrat side, and just 2 on the Republican side, encompassing both frontrunners and also-rans. Obama alone has 10 people on his Web staff… and it shows.
As Ruffini notes, the story here is that “Republicans are largely outsourcing their Web operations to highly capable technical firms” but are failing the develop the human capital — the “boots on the ground” — needed to make the most of new media for driving message and generating enthusiasm. If Republicans were the first to grasp how to use direct mail, talk radio, and the 24-hour cable news cycle, they may finally be losing their innovative edge during the era of the internet.








