The key to effective political communication is to say a particular thing to a particular audience. It’s easy but expensive to say a general thing to a lot of people: That’s the role of an ad on CBS during a prime-time show. It’s expensive to say a specific thing to a lot of people: That’s an ad targeting a specific cable channel. It’s quite expensive to say a particular thing to a particular audience — and it can be very expensive to make a precise argument to a particular voter.
"The Key Question About Facebook Political Ads: Who's Seeing Them?" is from the September 06, 2017 Politics section of The Washington Post. It was written by Philip Bump and narrated by Sam Scholl.