How the Democratic Party’s campaign strategy is failing America

In polling places across America, the ground has shifted. The “ticket splitter,” who once ruled election outcomes, has almost disappeared. …Meanwhile, measurements of the effectiveness of political persuasion ads show a medium generating hardly any effect at all. …

These two developments represent the most unnoticed earthquake in the history of American campaigns. Compared to changing a voter’s party, a candidate choice is almost insignificant.

If 90 percent of voters are choosing parties rather than candidates, why are we spending all of our advertising dollars to distinguish candidates? Convincing a voter to cast a ballot for a candidate is a one-time decision affecting one election contest in one year. Getting a voter to move party allegiance might be a hundred times more valuable. CONTINUED

Hal Malchow, The Hill


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