ABSTRACT
Polling made it clear that labor was decisively losing the battle by as much as two to one. The polls also indicated that, in a toe-to-toe, traditional mass-media campaign confrontation, the United Labor Committees of Missouri stood to lose by an even greater margin. The campaign will use other communication channels to reach the voters. These direct voter contact channels tend to fall into three categories: phone banks, direct mail, and the Internet. While television and radio ads are the most visible communication efforts of many campaigns, they are far from being the only communication channels used by modern campaigns. Many campaigns, particularly those at the local level, may be conducted entirely through alternative media. The growth of the Internet has provided an increased opportunity to use online media to both communicate with voters and organize supporters. Currently, the Internet's potential has exceeded its actual use in campaigns, but that is likely to change quickly.
