The Importance of Being Boring

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THE IMPORTANCE OF BEING BORING….Barack Obama has another 2-minute ad running. Jonathan Stein says it’s pretty dull (“I tuned out at 0:42”), but that being dull is the whole point:

Obama is presenting himself as the boring choice in this financial crisis. To the extent that boring correlates with responsible, adult, and steady, Obama wins. And with Obama’s poll numbers looking the way they are, that appears to be a correlation worth betting on.

I think I’d take this even further, addressing Ross Douthat’s surprise that Obama won last week’s debate at the same time. The key insight is this: lots of ordinary viewers enjoy a bit of policy wonkishness. We political junkies, even those of us who enjoy policy discussions, don’t. We’ve heard it a million times before.

But most viewers haven’t, and they find it kind of interesting, the same way they mostly liked Bill Clinton’s endless laundry list State of the Union addresses. They don’t hear this kind of thing very often, and when they do it’s a nice change of pace from the daily soundbites on the evening news, which are hard to put together into a coherent understanding of what each candidate stands for. Hearing it all in one piece is a bit of a revelation.

Needless to say, this can be overdone. And a financial crisis is an unusually good time for a sober, wonky address to the voters. But we shouldn’t be too surprised that it works well both in ads and in debates. Voters like being treated like adults more than most of us give them credit for.

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WE CAME UP SHORT.

We just wrapped up a shorter-than-normal, urgent-as-ever fundraising drive and we came up about $45,000 short of our $300,000 goal.

That means we're going to have upwards of $350,000, maybe more, to raise in online donations between now and June 30, when our fiscal year ends and we have to get to break-even. And even though there's zero cushion to miss the mark, we won't be all that in your face about our fundraising again until June.

So we urgently need this specific ask, what you're reading right now, to start bringing in more donations than it ever has. The reality, for these next few months and next few years, is that we have to start finding ways to grow our online supporter base in a big way—and we're optimistic we can keep making real headway by being real with you about this.

Because the bottom line: Corporations and powerful people with deep pockets will never sustain the type of journalism Mother Jones exists to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. We really need to see if we'll be able to raise more with this real estate on a daily basis than we have been, so we're hoping to see a promising start.

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