The Republican National Committee is largely getting out of the advertising business and instead will defer to super PACs and campaign committees to have a greater role during this year's midterm election, senior GOP officials said Tuesday.The idea is that there will be so much under-regulated conservative Super PAC dollars in advertising that the RNC won't have to lend a hand. So, it can focus on its nonexistent data operation.The RNC's priority this year will be on rebuilding its voting databases and it will use 2014 as a test run with the aim of fixing glitches before 2016's presidential contest. They are essentially starting from scratch after the previous databases proved unreliable, outdated and outpaced by Democrats.
It's an interesting gamble. Yes, the GOP needs to improve its data capabilities. They truly do suck. And yes, there will be plenty of Super PAC money blasting the airwaves. But those Super PACs reflect the personalities and priorities of their billionaire donors, thus deliver a fragmented and uncoordinated message. And if bang-for-buck is important, those Super PACs get gouged by TV networks (and deservedly so).
Please read below the fold for more on the GOP's future plans.