As the 2024 election heats up, now is the time for campaigns to invest wisely. Questions abound: Do you invest in cable news advertising? Door-to-door canvassing? Social media? Something else?
For answers, I look back to the past. In 2000, I oversaw the South Carolina Republican Party’s history-making effort to post real-time presidential primary results online. The election night vote-counting for the epic Bush vs. McCain battle played out on screens across the world – not just in the South Carolina GOP’s vote tabulation center. On that night, the ground shifted beneath our feet.
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