Internet used as alternative campaign medium

Jace Radke

Thursday, Aug. 27, 1998 | 11:39 a.m.

As the Nov. 3 general election draws closer, political advertising will continue to become more pronounced. Signs, news conferences and television and radio spots are traditional ways for candidates to get their messages out, and now the Internet has become another outlet for aspiring politicians.

Many Nevada candidates have hired staffers to set up websites that allow 'Net surfers to get their political information from their favorite source.

These websites often include the candidates' stance on the issues, a biography, information on how to volunteer and news clippings.

Some websites, such as that of gubernatorial candidate Sen. Joe Neal, D-North Las Vegas, feature links to news outlets such as the Las Vegas Sun, the Las Vegas Review-Journal, the Nevada Appeal and the Tahoe Tribune.

Neal's website allowed the senator's staff to communicate with a resident in Tonopah, which led to Neal visiting the city of 3,616 and talking to the citizens.

Neal staffers credit the website for bringing the supporters in Tonopah to their attention.

Compared to the price of television ads, billboards, phone banks and bulk mailings, the day-to-day expense of running a website is less than a newspaper subscription.

Neal and Republican gubernatorial candidate Aaron Russo also have set up places on their sites where supporters can make a campaign contribution with a credit card through an encrypted system.

Russo's site features an extensive file of news clippings about the candidate that are updated regularly.

The difference that candidates are seeing with the Internet compared to the traditional information sources is that it is available 24 hours a day. It is also straight from the candidate and not disseminated through media outlets.