Candidates low on cash look online for publicity

When Philadelphia sidewalks don't get plowed, who you gonna call?

Vern Anastasio hopes that Democrats in the first councilmatic district call him.

At least that's the message he's putting across over the Internet as he tries to unseat incumbent Frank DiCicco in city primary elections May 15.

Without the big money that a high-profile candidate has to saturate the airwaves in the weeks before the election, Anastasio and others must turn to low-cost methods of getting their message out.

And for Anastasio, that means - at least in part - filming YouTube.com spots like the one posted on March 19.

To the tune of the "A-Team" theme song, Anastasio can be seen shoveling out the sidewalk in front of DiCicco's office. The message is clear: Anastasio will take care of the basic constituent services that he accuses DiCicco of having neglected.

And Anastasio isn't the only candidate employing the Internet to criticize incumbents and stake out policy positions.

Take Brian Rudnick, a Green Party candidate who's hoping to run in the eighth councilmatic district, which includes parts of North and Northwest Philadelphia, against Democratic incumbent Donna Reed Miller.

In his YouTube video, this Penn graduate - who filmed the piece by holding the camera over his outstretched arm and pointing it at himself - says he wants to "help you help Philadelphia live up to its potential."

But Rudnick explained that, though the Web represents an inexpensive way to campaign, "I'm not going to be an Internet candidate."

He thus plans to advertise through radio and by placing ads on SEPTA buses in an attempt to garner the signatures needed to place him on the ballot in the November general election.

Alex Urevick-Ackelsberg, campaign manager to Council 2nd District candidate Damon Roberts, agrees.

Though Roberts's Web site is linked to social-networking sites like Facebook.com, Meetup.com and Myspace.com, Urevick-Ackelsberg noted that the 2nd District includes some of the poorest areas in the city.

Thus, Roberts will focus on "taking our message directly to the people who are going to vote" by getting out and meeting people directly, Urevick-Ackelsberg said.

The dynamics are different on the national level, however.

Last month, YouTube started a site entitled "You Choose '08," in which presidential candidates are able to post campaign footage online.

As of yesterday, former Gov. Mitt Romney was leading the Republican contenders by a hefty margin in posts, with 75 videos up.

Sen. Joe Biden (D-Del.) is leading among Democrats with 36.

Lance Bennett, a political science and communication professor at the University of Washington, says it makes sense for these big-name players to attempt to create formidable Internet presences - especially if they want to court the college-aged vote.

"Most campaigns recognize the importance of mobilizing young people, and digital media make it possible to do this at very low cost," he said, adding that high-tech campaign techniques serve "to make political communication as attractive to young people as their personal communication" is.

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