May 26, 2008 – Page 1392
People are always saying that politics, and especially the television advertising that’s such an integral part of the process, is a big money game. Indeed, federal candidates and interest groups will be spending hundreds of millions on TV this year.
Now a company out of Los Angeles is trying to bring down the costs — at the margins, at least — by contracting with local cable outlets to show some commercials at surprisingly reasonable prices. The ads that get aired at a deep discount are picked by average citizens from a menu created by the firm, SaysMe Inc.
SaysMe started taking orders on its Web site this month for ads in Charlotte and Raleigh, N.C., Indianapolis and Philadelphia. It expects to add dozens more markets by Election Day.
Most of the ads were created for SaysMe by interest groups such as NARAL Pro-Choice America and the Natural Resources Defense Council, and range in price depending on the cable channel and the market. Buying a 25-second spot on CNN in Philadelphia costs just $31 — but $500 on the ESPN affiliate in Indianapolis.
The spots available include one that pokes fun at Democrat
The site also permits users to upload advocacy videos they create and make them available for future purchasers as long as they meet production quality and decency standards.
SaysMe isn’t partisan, just for-profit. “We’re a neutral platform for the people,” says Lisa Eisenpresser, one of four entrepreneurs who started the site. “Our only mission is to democratize TV and advance street speech.”
The company wants to make sure it doesn’t run afoul of campaign rules, hiring Bradley A. Smith, a former FEC chairman now with Vorys, Sater, Seymour and Pease.
The site automatically logs ad purchases as independent expenditures under FEC rules and displays the buyer’s name at the end of the ad. “It’s a neat idea,” says Smith. “It allows people to get involved who might not want to give $50 to a campaign or can’t afford a big ad campaign.”