NEW YORK Despite a growing interest in using the Web for political campaigns, television continues to trump the Internet when it comes to reaching and persuading voters.
According to preliminary results from the third annual E-Voter Institute survey of political and advocacy communication leaders, four out of five respondents rated TV and direct contact between the candidate and voter as the most effective means. The study, conducted by Dynamic Logic, found that 60 percent said this of direct mail, radio ads, phone calls and e-mail.
Twenty-eight percent of the respondents perceived online advertising as effective, placing it behind newspaper ads and yard signs. Still, two out of three see Internet advertising as a legitimate marketing tool. And using the Web for fundraising has gained popularity.
The survey "shows that political and advocacy communication leaders are tending to discount Internet use in the near term yet see it effective further out. The biggest obstacle still seems to be that the Internet is not perceived as a tool that can reach the right kind of voters," said Karen Jagoda, president of the E-Voter Institute, a non-partisan trade association representing Web publishers and Internet companies to promote the use of technology for political and advocacy communications.
The preliminary results were released today as a part of the E-Voter Institute Conference at the University of California, San Diego in La Jolla, Calif.