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Time - Man of the Year
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Time_Man_of_the_Year_Compact_Publishing_3YX-Disc-1_Compact_Publishing_1993.iso
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1992-09-10
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GRAPEVINE, Page 17That Could Buy a Lot of Pamphlets
By SOPHFRONIA SCOTT GREGORY
Take one calculator, some political financial experts and
the estimated campaign budgets needed to elect California's
statewide candidates this year, and what do you get? The
costliest state election year in U.S. history -- about $100
million. Several factors converged to make it so: two state
senate races going full blast, a reapportionment that added
seven new congressional seats, and the highest expense of all,
TV time. Television has become an absolute necessity for
statewide election, since it's the only way to reach huge
numbers of voters quickly. "We are putting our elected officials
into hock the day they are sworn in," says veteran political
consultant Joseph Cerrell. He also notes that a 1954 state
assembly campaign cost just $6,000. But then, not too many
people had TV in 1954.