Your Ad Here: Web Surprise Hits ’08 Race [campaigns risk losing the thing they crave most: control]

WASHINGTON, Nov. 6 — Visitors to Gay.com can sign up to find the perfect dating partner, advice on sex and how-to articles on same-sex marriage and parenting.

Over the course of at least two days in August, they may well also have seen banner advertisements about the Republican presidential candidacy of Mitt Romney, the former Massachusetts governor, according to an analysis of campaign Web advertising provided by the Nielsen Online, AdRelevance, monitoring service.

At least 32,000 times over those two days, users clicking on the site got a Romney ad like one saying “Mitt Romney for President — Join Team Mitt!” and a link to the candidate’s Web site.

A regular site for advertisers like Jeep and Toyota, Gay.com was not exactly what Mr. Romney’s campaign had in mind when it set out this summer to blanket the Web with messages about the candidate.

Mr. Romney has courted religious conservatives by highlighting his opposition to same-sex marriage, and he has come under attack from gay activists for reversing his previous support of a major gay rights bill and open service by homosexuals in the military. He advertised on Gay.com unintentionally through a commonly used system that randomly places ads on a vast network of sites.

Candidates and their supporters are using the Web more than ever to reach out frequently to visitors of sites who they believe will probably be interested in their promises and positions. On Monday, backers of Representative Ron Paul, Republican of Texas, raised more than $4 million on behalf of his presidential campaign through an appeal on a site created to appeal to libertarians.

But on the Web, campaigns are also venturing into unruly territory where they risk losing the thing they crave most: control.

But campaign strategists say the Internet provides unrivaled opportunity to draw volunteers and donations for mere pennies, through Web sites that often make their interests and affiliations clear. (The campaign of Senator John McCain, Republican of Arizona, knows, for example, it is talking to veterans when advertising on Military.com.)

We had a keen handle on the use of the net in previous elections, but it seems the dems have found their voice on the web as well. Frankly this is where I feel we should step up the game.

“What is the culture of this country, what are our underpinnings? We respect hard work ... We are self reliant, we respect human life, we are a religious people... We are a purpose-driven people founded on the family unit. I think every child deserves to have a mother and a father.”

- Governor Romney, Union Leader, March 19, 2006

“Last year the Massachusetts Supreme Judicial Court struck a blow against the family, as I’m sure you know. The court forgot that marriage is first and foremost about nurturing and developing children. Its ruling meant that our society is supposed to be indifferent about whether children have a mother and a father.”

- Governor Romney, Boston Globe, March 2, 2005

“What is it about America’s culture and values that makes us such a successful nation and society? Part of that is we love liberty, we love our country, we’re patriotic,” Romney said. “I believe it’s also because we are a people who love God and look for a purpose greater than ourselves in life.”

- Governor Romney, Boston Globe, May 18, 2006

“’The work that goes on within the walls of a home is the most important work that is ever done in America. ... And if we want to strengthen America, we need to strengthen the American family.’

http://www.mittromney.com/News/In-The-News/Romney_Family_Values

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