Mitt Romney and the GOP lost, but it wasn’t for lack of money. They spent a lot; they just didn’t get enough bang for the buck.
Billionaire Sheldon Adelson alone donated $150 million. But Romney lost anyway, especially among unmarried women.
Which is why I think that rich people wanting to support the Republican Party might want to direct their money somewhere besides TV ads that copy, poorly, what Lee Atwater did decades ago.
My suggestion: Buy some women’s magazines. No, really. Or at least some women’s Web sites.
One of the groups with whom Romney did worst was female “low-information voters.” Those are women who don’t really follow politics, and vote based on a vague sense of who’s mean and who’s nice, who’s cool and who’s uncool.
Since, by definition, they don’t pay much attention to political news, they get this sense from what they do read. And for many, that’s traditional women’s magazines — Redbook, Cosmopolitan, Glamour, the Ladies Home Journal, etc. — and the newer women’s sites like YourTango, The Frisky, Yahoo! Shine, and the like.
The thing is, those magazines and Web sites see themselves, pretty consciously, as a propaganda arm of the Democratic Party. So while nine out of 10 articles may be the usual stuff on sex, diet and shopping, the 10th will always be either soft p.r. for the Democrats or soft — or sometimes not-so-soft — hits on Republicans.
When a flier about getting away with rape was found in a college men’s bathroom, the women’s site YourTango (“Your Best Love Life”) led with the fact that the college was Paul Ryan’s alma materin a transparent effort to advance the Democrats’ War on Women claim that Republicans are somehow pro-rape. A companion article was “12 Hot Older Men Who Endorse President Obama.”
Similar p.r. abounded across the board: Sandra Fluke is a hero; Sarah Palin is a zero. Republicans are all old white men (women or minority Republicans get mocked or ignored).
This kind of thing adds up, especially among low-information voters. They may not know or care much about the specifics, but this theme, repeated over and over again, sends a message: Democrats are cool, and Republicans are uncool — and if you vote for them, you’re uncool, too.
There’s nothing new about this, of course. In her 2004 book, “Spin Sisters: How the Women of The Media Sell Unhappiness — and Liberalism — to the Women of America,” Myrna Blyth (a former Ladies Home Journal editor) explained in considerable detail the variety of “Mean Girls” feminism that the women’s media aim at their readers with every issue.
The message: There’s one way that women should think; people who don’t think that way are bad and stupid — and if you think the wrong way, women won’t like you.
For $150 million, you could buy or start a lot of women’s Web sites. And I’d hardly change a thing in the formula. The nine articles on sex, shopping and exercise could stay the same. The 10th would just be the reverse of what’s there now.
For the pro-Republican stuff, well, just visit the “Real Mitt Romney” page at snopes.com, or look up the time Mitt Romney rescued a 14-year-old kidnap victim, to see the kind of feel-good stories that could have been running. For the others, well, it would run articles on whether Bill Clinton should get a pass on his affairs, whether it’s right that the Obama White House pays women less than men, and reports on how the tax system punishes women.
This stuff writes itself, probably more easily than the Spin Sisters’ pabulum. And opening up a major beachhead in this section of the media is probably a lot cheaper than challenging major newspapers and TV networks head on.
The only losers will be the political consultants who ate up so much of the GOP’s cash this time around.
Are rich Republican donors smart enough to do something like this? Well, we’ll find out.
Glenn Harlan Reynolds is a law professor at the University of Tennessee.