Review by Choice Review
Money and media attention always have been critical resources in any electoral campaign. Goff (Loyola College, Maryland) analyzes the interaction of these two resources during the pre- and early candidacy phases of the 1988 and 2000 elections--the two all-nonincumbent elections of the postreform period. "The money primary" refers to the early fund-raising efforts of potential nominees and the attendant media coverage given to successful fund-raising. Not surprisingly, Goff finds early fund-raising success and the associated media coverage to be associated with candidate survival, viability, and success once the formal nominating process begins. This is a very thoughtful, readable analysis of early presidential campaigning as well as a welcome update concerning early money and media attention, first recognized three decades ago by Arthur T. Hadley in The Invisible Primary (CH, Sep'76). Another recent study that touches on "the money primary" is Bruce Ackerman and Ian Ayres's Voting with Dollars (2002). ^BSumming Up: Recommended. All academic and research-oriented libraries. Lower-division undergraduates and above. E. C. Dreyer emeritus, University of Tulsa
Copyright American Library Association, used with permission.