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Viral Videos Are Replacing Pricey Political Ads

The New York Times | by Jeremy W. Peters & Sapna Maheshwari

For many of the Democrats who were running against better-financed rivals recently, the breakthrough moment came after they got personal in relatively low-cost videos that went viral, reaching millions of people. Using documentary-style storytelling, which can last for several minutes, candidates have found a successful alternative to the traditional model of raising huge sums of money that get spent on expensive, 30-second television commercials.