It's the raw material for the rest of the campaign. I'm not sure that even veteran "journalists" (whatever that word means anymore) really understand politics and especially political ad making as served on the web as opposed to television.
Donald Trump's speech Thursday at the RNC was described, even by supposed allies in the press like Scott Jennings, this way: ”Really needed to be edited down and reorganized. A lot of stuff that could've been left on the cutting room floor diluted the powerful parts."
Doesn't Jennings realize that the editing he laments as missing is EXACTLY what will happen now? We all know that politicians live to make sound bites, pithy sentences that get replayed over and over on tonight's news. But good political managers do much more than write and place sound bites. A large part of the ad campaign is made up of bits and pieces of live speeches like this, cut and diced into short video and spun out onto the web where they play and play and play.
Moreover, every ad is its own little experiment. The ones that get lots of reaction - those are increased in placement. The ones that bomb? Those are quickly dropped in favor of others.
Donald Trump's long speech is going to be a gold mine of these nuggets. You'll see that speech, in brief 10 second glimpses, for the next two months. The Republican party is usually clueless and tone deaf, but the people who ran Trump's 2016 campaign were head and shoulders above the Democrats when it came to this type of ad, and they're going to be again.
One speech is easily and quickly forgotten - until the Trump team gets hold of it. Look for it soon on a screen near you.
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