Tracking the Conservatives' Mastery of Niche Marketing

The New Politics Institute is mostly focused on what progressives can do to take advantage of the current wave of new media and new tools and connect with emerging constituencies. However, when it was founded a little over the year ago, we said we wanted to keep closely watching the conservative strategy too.

A new book is just coming out that should be useful in that regard: One Party Country : The Republican Plan for Dominance in the 21st Century, by Tom Hamburger and Peter Wallsten. These LA Times reporters look closely at the niche target marketing strategy that the Republicans executed in the 2004 election and their plans to keep tipping the country to their camp. The book is not out yet and I haven’t read it, but I used to work with Tom Hamburger and expect it will be excellent. George Will essentially reviews the book in his column in this week’s Newsweek and you can get a sense of the plan on the other side.

Peter Leyden