CHAPTER 1 – Following the money The big picture Political ad spending and consumption patterns Online political ad spending Types of online political ads
CHAPTER 2 – Who is capturing online political ad spending? Search and social networks Blogs Online video is gaining traction E-mail – popular but cheap Strategies for local media company Web sites
CHAPTER 3 – Candidate Web sites – beyond advertising Build that list E-cash machines Organize and inform Site development costs
Appendix A – Political estimates - Forecast and trends
Appendix B – 2008 US forecast
Appendix C – 2007 - 2012 US media spending summary and share forecasts
Appendix D – Delphi panel results: Online political marketing
