The current Republican primary is not setting spending records. The top nine Republican candidates spent $53 million through September, compared with $132 million spent at the same time four years ago. The sum is even lower than the 2004 and 2000 primaries. They have learned how to play the main stream media. First, there are the many debates that allow even an under funded Newt Gingrich to run at the head of the pack with only travel and staff expenses. Then there are the web ads. The campaigns only have to pay for the production costs. Then the ads are promoted on Twitter and FaceBook. The mainstream media finds the better ads entertain as well as inform their viewers so they run them on their news programs for free. Herman Cain's smoking, campaign manager, Mark Block was the most talked about ad made this entire primary campaign but Cain spent $0. on television.
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