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Changing the Tone

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First Read on President Obama’s latest ad:

“This is the kind of TV ad you’d expect to see at the end of a campaign or the beginning. So why now? One obvious explanation is that the race has become negative, and this ad is an effort to seize a higher ground and maybe repair the collateral damage from his own negative ads. Another explanation is that the TV ad market in battleground states has become SO saturated that this is an attempt — by having the president speak directly to the camera in a 60-second spot — to break through the clutter.”

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About Political Wire

Taegan Goddard is the founder of Political Wire, one of the earliest and most influential political web sites. He also runs Political Job Hunt, Electoral Vote Map and the Political Dictionary.

Goddard spent more than a decade as managing director and chief operating officer of a prominent investment firm in New York City. Previously, he was a policy adviser to a U.S. Senator and Governor.

Goddard is also co-author of You Won - Now What? (Scribner, 1998), a political management book hailed by prominent journalists and politicians from both parties. In addition, Goddard's essays on politics and public policy have appeared in dozens of newspapers across the country.

Goddard earned degrees from Vassar College and Harvard University. He lives in New York with his wife and three sons.

Goddard is the owner of Goddard Media LLC.

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