The Next Hurrah

Publishers Weekly - Publisher's Weekly

Readers may be horrified at the potential political-campaign marketing projected by this study, but they will nonetheless be intrigued. Armstrong, a direct-mail executive, covers the new communication technologies and shows how they have changed the political process in the U.S. Interestingly, he maintains that direct mail is dying as a political device because of growing illiteracy in the country. But he catalogues techniques that will replace it, particularly telemarketing, the marriage of an ordinary telephone to a computer; cable television, which is not only inexpensive but can be targeted geographically, demographically and psychographically; and satellites, which make it possible for a candidate to reach selected areas or all parts of the nation simultaneously. Then there are such innovations as electronic mail, bidirectional cable and videotex. The book is crucial not ony for candidates and campaign workers but also for those who cast ballots. (April)

Library Journal

pol sci Armstrong's experience with direct mail led him to examine the newer technologies that are replacing direct mailings as a campaign tactic. He reviews the past effectiveness of direct mail, then explains the political uses of cable TV, satellites, telemarketing, electronic mail, and videotex. He investigates computerized control of voting lists, video press releases, and Pat Robertson's use of satellite technology as an organizational tool. Rich in examples from state, local, and national campaigns, his work can serve as a text for campaign managers and an introduction for general readers. Seib covers the interplay between politicians and the press, objectively examining their ``not-so-peaceful coexistence.'' He refrains from attacking the press, but stresses that ``news media power must be equaled by news media responsibility.'' He discusses briefly the impact of presidential debates on the election, the scope of television's power, limitations on campaign coverage, the tension between print and electronic journalism, and the candidate's projected image. He devotes a lengthy chapter to press coverage of Reagan (1964-87) and another to a capsule history of political advertising. While this book may lack the depth of Covering Campaigns by Peter Clarke and Susan H. Evans ( LJ 4/1/83), it is a lively and balanced overview. Thomas A. Karel, Franklin & Marshall Coll. Lib., Lancaster, Pa.