You are not logged in. LOG IN NOW >

Letting You Watch Ink Dry, Latest GOP New Media Strategy, Is Working, Says NRCC

BY Nick Judd | Thursday, June 7 2012

Not for years has a paper jam been so likely to turn into a breaking news event.

The National Republican Congressional Committee went live this morning with a video feed of a printer churning out paper copies of petitions signed online in opposition to the Affordable Care Act. As the printer spits out each piece of paper, its own Twitter feed announces when it runs out of toner and mentions signers who have a high Klout score.

The petitions are ostensibly headed to the White House later this month, but the email addresses — which are coming in at a rate of about 10 per minute, NRCC Digital Director Gerrit Lansing told me today — go to the NRCC. People who sign the petition can expect to hear from House Republicans in the future.

"They're going to comprise the main part of our Obamacare messaging list, and we'll be in close touch with them," Lansing said.

The whole new-media blitz meant to make the NRCC "first off the block" in the messaging wars over an expected Supreme Court decision on the constitutionality of President Barack Obama's health care legislation.

"This is self-consciously old school tech. We're very conscious that it's really boring to watch that thing print out but at the same time nobody else is doing it," Lansing said. "We're just trying to inject some buzz into the stream, is the idea."

It's also the NRCC's first foray onto Tumblr. The House Republican political wing plans to roll out a full-scale presence on the platform early next week.

"[It will be] the daily tick-tock of what's going on in the House races, as viewed through the eyes of the NRCC," Lansing said.