Online Political Advertising and the 2008 Election
From banners to search to blogs, 2008 is shaping up to be
the biggest year ever for online political advertising. Every
presidential candidate has begun to use online advertising to reach and
persuade voters, raise funds and collect email addresses. This panel
features four of the industry's most well-respected online political
media analysts. Listen in as they discuss spending trends, media
mix allocations and actual online advertising techniques being used now --
and what we can expect for the rest of the cycle.
Chair: Michael Bassik - MSHC Partners
Michael Bassik is the Vice President of Interactive Marketing at MSHC Partners. Under Michael's leadership, MSHC Partners has executed more than three hundred online marketing campaigns on behalf of clients including the Democratic National Committee, the United Nations Foundation, the American Cancer Society, and MoveOn.org.
A graduate of the University of Pennsylvania and American University's Washington College of Law, Michael was named a Campaigns & Elections Rising Star in 2006, is a frequent guest lecturer at universities across the country and has been featured in The Washington Post, The New York Times, The Los Angeles Times, The International Herald Tribune, MediaPost and Advertising Age. He was recently named a “Top 50 Politico to Watch” by The Politico.
Patrick Quinn - PQ Media
Patrick Quinn is President & CEO of PQ Media, the leading provider of custom media econometrics and the pioneer of alternative media research. PQ Media partners with private equity firm Veronis Suhler Stevenson on the renowned Communications Industry Forecast, the media industry’s annual benchmark for spending, usage and trends data. Mr. Quinn is the publisher and co-author of the PQ Media Political Media Buying Research Series, the first source to size and forecast spending on all nine advertising and marketing media used by political campaigns. Patrick is also the publisher and co-author of the PQ Media Alternative Media Research Series, the first source to define, size, structure and forecast emerging markets such as digital out-of-home media, word-of-mouth marketing, product placement, consumer-generated media and social networking, among others. Mr. Quinn is a frequent speaker at major media industry events and a respected source of industry insights for global news media outlets including CNN, CNBC, The Wall Street Journal, The New York Times, USA Today, MediaPost, Advertising Age and Advertising Week, among others.
Gordon Borrell - Borrell Associates, Inc.
Gordon Borrell is CEO of Borrell Associates Inc., an executive-level research and consulting firm based in Virginia. The company provides clients with a unique glimpse of how advertising is flowing in their markets, allowing them to benchmark their own online revenues and identify key advertising segments they may be missing. Clients range from traditional media companies such as McGraw-Hill, Tribune, Hearst, Belo and Cox, to investment firms such as Morgan Stanley, Deutsche Bank and “pure-play” Internet companies such as Google and Yahoo. Prior to starting the firm, Mr. Borrell was vice president for new media for Landmark Communications, where he worked for 22 years. He started his career as a reporter and editor for Landmark’s newspaper, The Virginian-Pilot in Norfolk, Virginia.
In 1989 he began pioneering interactive ventures for Landmark and help the company establish some of the first TV and newspaper Web sites on the Internet, including Weather.com. Mr. Borrell conceptualized and helped create InfiNet, an Internet access and hosting company now owned by Gannett Co. In 2001 he left Landmark to form Borrell Associates. He is past president of the Newspaper Association of America’s New Media Federation and was nominated for the NAA’s New Media Pioneer of the Year in 2002. He is married, has five children, and lives in Portsmouth, Virginia.
Kate Kaye, News Editor - ClickZ
Kate Kaye is a News Editor at ClickZ, an online publication covering the interactive advertising and marketing industry. Kate regularly covers paid online advertising, e-mail, and other Web components of the 2008 presidential campaigns in ClickZ's Campaign '08 section. In reporting on interactive advertising for ClickZ, Mediapost, and other publications over the past eight years, she has paid special attention to online political advertising. In addition to reporting for various ad industry publications, Kate served as Associate Editor and contributing writer for Personal Democracy Forum in 2005, where she covered the emerging technology sector serving political campaigns and issue advocacy groups.
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