This is basically saying: Show your message to lots of people or risk losing the election. Which has always been true. Example: Say your platform is legalizing

This is basically saying: Show your message to lots of people or risk losing the election. Which has always been true. Example: Say your platform is legalizing widgets. You really believe this is going to improve the country, whenever you talk to people in person they agree, and the science agrees with you. There are 350 million people in the country and you can't knock on every door yourself. You can: 1) Hope Word of Mouth gets out about how good your policy is. But the vast majority of americans don't care about policy to seek it out, and you'll only find so many true believers who are going to IRL spam their friends for you. 2) Get really good at PR so people hear about you. But no one wants to hear about your widgets, so if news shows air it their ratings go down, so they won't air it. So you'll have to get in the news based on other BS you insert yourself into. People also segment themselves now into thousands of news sources now, so you can't reach everyone through the same news either. 3) Pay to get in front of people where they are already paying attention (TV and FB ads). This means you can give your most compelling in person argument to people, and they're at least forced to see it or listen for a few seconds. This way, you might actually change a few minds en masse.