Mitt Romney’s Surprisingly Unbusinesslike Campaign

Fight disinformation. Get a daily recap of the facts that matter. Sign up for the free Mother Jones newsletter.

I’ve read several election postmortems that claim Mitt Romney paid a whole lot more for his TV ads than Barack Obama did. Today, Matt Lewis confirms this. His source tells him that Romney typically paid a big premium for non-preemptable ads even in early September, when ads are rarely preempted. Why?

According to our source, Team Obama simply did the “due diligence to find where the lowest unit rate was,” a tedious process which “takes manpower.” Conversely, it appears Team Romney simply didn’t want bother with the hassle. So they threw money at the problem — and walked away.

In other words, Obama ran his campaign like a business, outsourcing specialized tasks like media buys to outside firms and keeping a tight rein on costs. Conversely, Romney ran his campaign like a millionaire’s personal fiefdom, figuring that his buddies could do the job as well as anyone else. But although they were pretty deft at making excuses for their inefficiency, it turned out they couldn’t. What’s more, outside the world of TV ads, he directed a tremendous amount of campaign money to his friends:

Mitt Romney’s campaign has directed $134.2 million to political firms with business ties to his senior staff, spotlighting the tightknit nature of his second presidential bid and the staggering sums being spent in this election….Ryan Williams, a Romney spokesman, said payments to firms with connections to staff members were not only for consulting, but also were used to purchase a variety of services, including “polling, video production, political mail, get-out-the-vote phones, online advertising, website development, and budget and compliance management, among other things.”

His longtime business cronies did well out of the campaign, but Romney apparently didn’t know how to manage them very well (cf. Orca, failure of). This isn’t surprising. Romney portrays himself as a successful manager, but there’s a big difference between heading up a private equity firm and heading up an actual business. Live and learn.

HERE ARE THE FACTS:

Our fall fundraising drive is off to a rough start, and we very much need to raise $250,000 in the next couple of weeks. If you value the journalism you get from Mother Jones, please help us do it with a donation today.

As we wrote over the summer, traffic has been down at Mother Jones and a lot of sites with many people thinking news is less important now that Donald Trump is no longer president. But if you're reading this, you're not one of those people, and we're hoping we can rally support from folks like you who really get why our reporting matters right now. And that's how it's always worked: For 45 years now, a relatively small group of readers (compared to everyone we reach) who pitch in from time to time has allowed Mother Jones to do the type of journalism the moment demands and keep it free for everyone else.

Please pitch in with a donation during our fall fundraising drive if you can. We can't afford to come up short, and there's still a long way to go by November 5.

payment methods

ONE MORE QUICK THING:

Our fall fundraising drive is off to a rough start, and we very much need to raise $250,000 in the next couple of weeks. If you value the journalism you get from Mother Jones, please help us do it with a donation today.

As we wrote over the summer, traffic has been down at Mother Jones and a lot of sites with many people thinking news is less important now that Donald Trump is no longer president. But if you're reading this, you're not one of those people, and we're hoping we can rally support from folks like you who really get why our reporting matters right now. And that's how it's always worked: For 45 years now, a relatively small group of readers (compared to everyone we reach) who pitch in from time to time has allowed Mother Jones to do the type of journalism the moment demands and keep it free for everyone else.

Please pitch in with a donation during our fall fundraising drive if you can. We can't afford to come up short, and there's still a long way to go by November 5.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate