Political Advertising in the Union Leader

Jan. 1-Feb. 18, 1992
This survey covers ads related to the primary run in the New Hampshire's largest newspaper, the Union Leader (+), over a period of almost seven weeks leading up to the Feb. 18 primary.  These include political ads run by the major and minor campaigns, by groups and individuals supporting or opposing candidates, by interest groups advocating on issues, as well as other ads that tie in to the primary but are not necessarily political (including, for example, media and commercial). 

The ads range from full page to much smaller ones, and serve a range of purposes from persuasive to notices of events or TV appearances.  Several major campaigns did not run any ads in the Union Leader during the period surveyed, and others ran very few.  It is possible, given the Union Leader's conservative bent, that some of the Democratic campaigns ran ads in other papers such as Nashua Telegraph, the Concord Monitor, or some of the many papers around the state.  Likewise no Bush/Quayle ads were seen, but given Union Leader publisher Nackey Loeb's Jan. 22 endorsement of Buchanan  it is possible the Bush campaign ran ads in other papers.  

All told 164 primary-related ads were seen (the 164 number includes some ads that appeared multiple times, i.e. not 164 distinct and different ad designs), run by 55 entities.  There were 33 full-page ads or two-page spreads; thus 80-percent of the ads were partial page ads.  After a trickle of ads in January, ranging from zero to four ads per day, activity picked up in February.  The peak number of primary-related ads was 25 on Feb. 16, the Sunday before the primary, followed by 15 on Sunday Feb. 9.  Also of note, the paper's voter guide, a tabloid insert, draws a lot of political ads; it ran on Feb. 4 and contained 13 ads.  Some campaigns/groups ran ads intermittently throughout the roughly seven week period, while others waited more toward the close of the campaign. 

Several ads by the campaigns stand out.  The Buchanan campaign ran a couple of very pointed full-page tactical ads in the first half of January coinciding with Bush/Quayle visits.  (The campaign did not run significant ads in the Union Leader in the latter weeks; perhaps it did not need to as the paper's conservative publisher Nackey Loeb, known for front-page editorials, endorsed Buchanan on Jan. 22).  The Clinton campaign ran a tactical ad featuring the text of his letter on the draft issue.  The Clinton campaign also ran a noteworthy two-page spread with names and telephone numbers of Arkansas supporters inviting NH voters to call those who "know him best."  Longshot Republican Jim Lennane could not get the Union Leader to publish his schedule along with those of the major candidates so he paid to run it in small ads that ran regularly, most often on page 3.  The Lennane campaign was the most prolific political advertiser during this period, running a total of 22 ads.

In terms of outside groups, something called the Alliance for Rebirth of an Independent American Spirit (ARIAS) ran 13 ads against Clinton.  National Right to Life PAC ran a full page ad against Clinton and another full page ad for Bush.  There were sporadic ads by groups and individuals in support of many of the major candidates.  AARP was a significant advertiser, running13 ads, most of which promoted its events with the candidates.  Citizens for Affordable Health Care ran five full-page ads, four of which advocated the "medical care saving account" idea.  Other issue ads touched on subjects including the environment, addiction, trade, and military spending. 
 
See also: Meg Heckman.  2000.  Political Godmother: Nackey Scripps Loeb and the Newspaper That Shook the Republican Party.  Lincoln, NE: University of Nebraska Press.