A recent report on new media expenditures shows President Obama’s spending on his newly renamed department, the Office of Public Engagement (formerly the Office of Public Liaison) has expanded on his predecessor, George W. Bush. However, Obama’s current media expenses pale in comparison to what he’s spent on his 2008 presidential campaign.
To staff the Office of Public Engagement, which helps to organize media events like the recent virtual townhall held on health care, Obama spends more than $80,000 a week for salaries alone, according to a report filed by Accuracy in Media based on figures released by the White House.
“I think this seems outrageous,” Eric Odom, web strategist for the American Liberty Association said. “With ALA we’re a new media company and we don’t even spend a fraction of that. If we could run a new media campaign with virtually no money, I don’t see why Obama has to spend half a million of tax payer dollars.”
Spending between the two presidents hasn’t differed too much. Bush spent $4.44 million dollars for his communications while Obama has increased it to $4.97 million – a 12 percent increase.
Jay Rosen, professor of journalism at New York University finds doesn’t see anything wrong with Obama’s new media expenditures.
“Those numbers don’t seem out of line,” Rosen said. “But I would say it wouldn’t be out of line for Bush either.”
Bush concentrated his media expenses on traditional press, leaving only two staff members to head new media affairs. Obama, by contrast, has expanded his online presence adding new positions such as new media director, new media creative director and e-mail content/design lead and new media liaison.
Obama’s higher priority for web outreach efforts has been a consistent emphasis for him in contrast to his Republican opponents.
During the 2008 general election, GOP nominee John McCain raised $370 million for his campaign but spent the bulk of it on traditional media. The McCain campaign spent 17 percent of its budget on broadcast and 1 percent on online media. Two percent, roughly seven million dollars was put towards direct mail.
Obama, by contrast, spent only $110,000 (.01 percent) of his $750 million raised on direct mail, 3.5 percent (roughly $26 million) was spent on online media.
Traditionally, direct mail is considered one of the most efficient forms of campaign advertising. The effectiveness of online media is still considered an unknown for many, but is starting to take a more prominent role in political campaigns and as those who interact with new media begin to vote at higher rates.
Lee Edwards, an expert on modern electoral politics at the Heritage Foundation, said a 10 year head start has left the Republicans trying to play catch up online.
“Republicans have been the experts in direct mail going back to the Goldwater campaign, when things began shifting over to the internet they were just too slow in perfecting their technique,” Edwards said.
