Monday, October 29, 2012

Old Is New: Glossy 'MIttZine' Insert Included In Battleground State Sunday Newspapers

This is a great idea for the final week of the campaign. This MittZine is not only in newspapers in battleground states but you can download and print it from the web if you don't live in a swing state and give it to family & friends that may still be undecided. - Reggie

Readers of Sunday newspapers in the key swing states of Ohio, Iowa, Wisconsin, Florida, and Virginia will see a glossy, 12-page color magazine--or "MittZine"--insert that highlights Mitt Romney's personal side, including how he once helped save a co-worker's daughter who was kidnapped. The insert profiles Paul Ryan as well.

The Ending Spending Action Fund Super PAC, hoping that old print newspapers can be 2012's "new" media, spent more than $1 million to put the 4.5 million copies of  the "MittZine," which can be seen here, into influential newspapers like the Richmond Times-DispatchDes Moines RegisterMilwaukee Journal-Sentinel, and the Cleveland Plain Dealer to appeal to independent voters and older Reagan Democrats, two groups towhich the Super PAC has effectively appealed in innovative ways this election season.

Brian Baker, president of the Ending Spending Action Fund, which TD Ameritrade co-founder Joe Ricketts started to focus on the country's spiraling debt, told Breitbart News that the MittZine will appeal to independent voters whose primary focus this election is on the economy and debt.

"Poll after poll shows that voters trust Governor Romney on the two key issues facing America: jobs and who will tame the deficit," Baker told Breitbart News. "So, voters know in their heads who should be the next President; once they read the MittZine, they will know that in their hearts, too."

Will Feltus, a senior Vice President at the innovative firm National Media, put together the "MittZine" and told Breitbart News the magazine would be more effective than direct mail advertisements because it would more likely find its way onto the coffee table and have a higher probability of being read.

“An voter who hasn’t completely made up their mind and is still looking for information, isn’t going to take this thing out of the newspaper they paid for without at least seeing what it is," Feltus told Breitbart News. "We wrote it so they’ll at least look though it and see if anything is worth spending time with before they throw it away.”

According to information Feltus shared with Breitbart News, research from Scarborough Research found that "old-fashioned newspapers represent an undervalued political advertising opportunity" because "newspaper readers are more likely to vote than users of other media."

The annual survey of over 200,000 adults nationally found those who watch television most regularly in addition to those who read newspapers most regularly are more likely to vote, consume news and information about politics and tend to be older.

On the other hand, the heaviest internet users are likely to be younger and therefore less likely to vote, the study found.

Read the full article

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