Looking at the circulation figures of USSPI I found an interesting factoid.
The information shows what percentage of the households receive the Chicago Sun-Times and Tribune and, then, I guess all newspapers distributed in McHenry County:
- 2.5% – Chicago Sun-Times
- 11.8% – Chicago Tribune
- 24.9% – all papers
So, if a candidate wants to reach almost 25% of the households in McHenry County, he or she would reach only 25% of the people.
Now, one could argue that that those 25% of households may contain most of the voters.
Remember only 11% of the people turned out for the local April elections when people who level about 90% of the taxes were elected.
But it should be clear to any campaign manager that other modes of communication must be used.
That’s why there is so much direct mail.