"No Devilishly Effective Plot" - Clinton Chief Strategist Admits "You Can't Buy The Presidency For $100,000"

Authored by Mark Penn, former chief strategist on Bill Clinton’s 1996 presidential campaign, Hillary Clinton’s 2000 Senate campaign, and Mrs. Clinton’s 2008 presidential campaign; via The Wall Street Journal,

Russia didn’t win Trump the White House any more than China re-elected Bill Clinton in 1996.

The fake news about fake news is practically endless. Americans worried about Russia’s influence in the 2016 election have seized on a handful of Facebook ads—as though there weren’t also three 90-minute debates, two televised party conventions, and $2.4 billion spent on last year’s campaign. The danger is that bending facts to fit the Russia story line may nudge Washington into needlessly and recklessly regulating the internet and curtailing basic freedoms.

After an extensive review, Facebook has identified $100,000 of ads that came from accounts associated with Russia. Assume for the sake of argument that Vladimir Putin personally authorized this expenditure. Given its divisive nature, the campaign could be dubbed “From Russia, With Hate”—except it would make for a disappointing James Bond movie.

Analyzing the pattern of expenditures, and doing some back-of-the-envelope math, it’s clear this was no devilishly effective plot. Facebook says 56% of the ads ran after the election, reducing the tally that could have influenced the result to about $44,000. It also turns out the ads were not confined to swing states but also shown in places like New York, California and Texas. Supposing half the ads went to swing states brings the total down to $22,000.

Facebook also counted ads as early as June 2015. Assuming they were evenly spread and we want only those that ran the year of the election, that knocks it down to $13,000. Most of the ads did not solicit support for a candidate and carried messages on issues like racism, immigration and guns. The actual electioneering then amounts to about $6,500.

Now look at the bigger picture.

Every day, Americans see hundreds of ads on TV and radio, in newspapers and magazines, on billboards and smartphones. North Americans post to Facebook something like a billion times a day, and during the election many of those messages were about politics. Facebook typically runs about $40 million worth of advertising a day in North America.

Then consider the scale of American presidential elections.

Hillary Clinton’s total campaign budget, including associated committees, was $1.4 billion. Mr. Trump and his allies had about $1 billion. Even a full $100,000 of Russian ads would have erased just 0.025% of Hillary’s financial advantage. In the last week of the campaign alone, Mrs. Clinton’s super PAC dumped $6 million in ads into Florida, Pennsylvania and Wisconsin.

I have 40 years of experience in politics, and this Russian ad buy, mostly after the election anyway, simply does not add up to a carefully targeted campaign to move voters. It takes tens of millions of dollars to deliver meaningful messages to the contested portion of the electorate. Converting someone who voted for the other party last time is an enormously difficult task. Swing voters in states like Ohio or Florida are typically barraged with 50% or more of a campaign’s budget. Try watching TV in those states the week before an election and you will see how jammed the airwaves are.

No one wants foreign governments meddling in American elections.

In 1996, the Chinese government had the “China plan” and pumped hundreds of thousands of dollars into Bill Clinton’s re-election campaign. There were congressional investigations, and several fundraisers were prosecuted, but Attorney General Janet Reno rejected calls for an independent counsel. Campaigns tightened up their donor-validation procedures, and life moved on. The same is called for here. Internet companies should improve their screening of electioneering ads, impose clearer standards on all ads, and do a better job weeding out phony accounts.

Millions of taxpayer dollars have probably been spent already poring over that $100,000 of Facebook ads.

Better to keep it all in perspective, as everyone did in 1996.

The only way Russia will get its money’s worth is if Washington overreacts and narrows the very freedoms that make America different in the first place.