"Television? The word is half Greek and half Latin. No good will come of this device."

The battle for supremacy of the air has commenced. First, here's the ad:

And here's a sampling of commentary about the ad from today's Daily News and Inquirer.

(Daily News)
Democratic media consultant Neil Oxman said the Knox ads should make a splash because no one else in the race is on television yet.

"He's the only person on the air," he said.

But as to whether it will work, Oxman added: "Tom Knox is his checkbook; that's his candidacy."

(Inquirer)
For Knox, a newcomer to electoral politics and a virtual unknown among city voters, the ad campaign is the only option, said Neil Oxman, the strategist who worked on Rendell's successful campaigns.

"This is how rich guys get elected to office," Oxman said. "Look at all these rich guys who came from nowhere - they did it by buying ads." He cited Gov. Corzine, who blanketed New Jersey with television spots in his maiden senatorial campaign, as an example.
...
Oxman said Knox would benefit because of that.

"If you're the only one on TV, it goes a lot further," he said.
...
But Larry Ceisler, a political consultant who has worked with labor leader John J. Dougherty, another possible candidate, said December was a risky time to spend money on campaign ads.

"There's a big problem with running political media so close to the holidays," Ceisler said. "I don't think people are tuned into mayoral politics. They're tuned into buying Christmas gifts."
...
Nonetheless, Ceisler said the ads were important for Knox, who has kicked $5 million of his own fortune into his campaign.

"It shows people you're serious, that you're a player," he said.

I don't really have much to say about this. If Knox can continue to be on the air, continuously, from now until May then maybe this will be effective. If he goes dark after this $700,000 buy and doesn't go back on until everyone else is on the air, then he's probably wasted that money. As for the ad itself, I'm not an expert but I think he missed an opportunity to play up the fact that he is the one true outsider. That's what separates him from the other candidates.

Great, he grew up poor.
Wonderful, he sent his money home to mom.
Sure, he's a successful businessman. (wait, wasn't that Sam Katz a successful businessman?)

Here he is with Ed Rendell. Ok, he's got some government experience. But to the lay person, he could have been a government insider all this time since that picture was taken. Granted, Rendell still has a lot of popularity around here but don't you think EVERY other candidate is going to put pictures of themselves with Rendell in their ads? He also fails to use the word "reform" in this ad, giving up any chance he'd have to catch on to a reform wave, should one happen to build. And I don't think "fix" is a different word for reform.

So in sum, the one thing he has going for him, aside from the money, is his status as a real outsider and after spending $700,000, I don't think anyone knows it.

Thoughts? And here's a fun question. What would you do with $700,000? I have a few ideas of my own.

Comments (2)

Civic Minded

I wouldn't worry about the content of Knox ads (ie reformer, outsider, etc.) All he can hope for is that at the end of January, 4 or 5 out of 10 voters identify him as that guy running for mayor.

Posted by Civic Minded | December 8, 2006 2:47 PM

bestcar insurance:

In my house when I get bored, then I simply ON my PC and open YouTube site to watch the YouTube video tutorials.

Posted by bestcar insurance | January 18, 2012 2:03 PM

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