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The Gingrich Formula for New Media Spending

BY Nancy Scola | Monday, May 24 2010

Newt Gingrich, political consultant, floated the idea on PBS NewsHour that political candidates should have "as big a budget for new media as you have for radio and television." National Journal's Ashlie Rodriguez ran that idea past media buyers of all stripes, and the consensus was that given the price points for and reach of new media, Newt's aiming a bit high. That said, Rodriguez's piece tends to conflate new media with online ads, and we all know that there's money you blow online in other ways. More here.