Mark Halperin

And then you go out of business on Election Day.

It's a strange business to be in.

And the best people in campaigns, the best people at being campaign managers or strategists or ad makers or field organizers, the best people combined, in my experience, experience

knowing how to do it historically but with a massive eye towards adaptability to change to use the latest techniques and again technology and the explosion of technology in every part of life and now ai makes being best in class in campaigns extremely challenging right you have to be an adapter of the latest stuff

And AI now was not a big deal in the last election compared to what it's going to be like forevermore.

So that's one area.

But same with the change in the landscape for advertising, right?

In the olden days, the way you advertised in a campaign was you buy television ads on broadcast television and you do direct mail.

That's pretty much it.

You could do robocalls in 1.2, but most of the money was going to be spent on television ads and some were going to be spent on mail.

And now, there's a million ways to spend your money on digital and on, you know, even in video ads.

You can buy them on broadcast television.

You can buy them on Roku.

You can buy them on this program, right?

There's all sorts of ways.

So,

Running a campaign is extremely complicated.

And what separates, as I said, the winners from the losers, the great campaign strategists and operatives from the less good ones, is the mastery of the craft of campaigns.

of which politics, as people normally think of it, is just a tiny sliver.

So when I do my reporting, as I've been doing for the last couple weeks on the midterms, I'm not asking people, oh, how much will Trump help with turnout or what impact will the economy have on the race?