The Business of Politics: Examining RNC & DNC Convention Dailies
How are these unique special interest publications developed? AD checks in with Bloomberg, POLITICO and The National Journal to figure out how to produce a daily magazine for this niche audience.
It’s an occasion that comes around once but every four years—the Democratic and Republican National Conventions (DNC & RNC). Not only is it a race for the presidency, but a business opportunity for publishers looking to get their brand in front of the conventions’ (RNC & DNC combined) 12,000 delegates and 85,000 total visitors from all 50 states, the District of Columbia and five territories.
The respective Democratic and Republican National Conventions can be used as a mechanism for publishers to get an edge over competition, secure revenue from coveted advertisers, test out new strategies and possibly make a customer out of your local representative.
Here, AD checks in with three news groups—Bloomberg LP, POLITICO and Atlantic Media’s National Journal—to see how each has developed daily publications for the audiences of the respective conventions, how these unique special interest publications sell advertising and the return on investment for the brands not only before the polls, but for the next four years.
Bloomberg LP—Bloomberg Insider
There are about 26 million monthly visits to Bloomberg news sites, and 7.6 million government contracts have been tracked through Bloomberg Government, the company’s two-year-old subscription-based news and information site. For the first time, Bloomberg will produce daily publications for the Democratic and Republican National Conventions, called the Bloomberg Insider...continue reading
POLITICO distributes over 33,700 copies of its printed publication each day Congress is in session to all members of the U.S. Senate, the U.S. House of Representatives and all their Congressional staff, the White House, executive branch, Cabinet departments, federal agencies, the Supreme Court, lobbyists, special interest groups and others. To further reach its core audiences, POLITICO is embedding itself deeper into the race for political coverage by producing a convention daily...continue reading
Atlantic Media—National Journal
In 1984, Walter Mondale went up against then-incumbent presidential candidate Ronald Regan, losing all but one of the 50 states. The same year, National Journal introduced its convention daily to cover the nominating process—the first publication to do so—as it has done every election cycle since...continue reading
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