Why say that about the Government Accountability Board's plan to spend $436,100 on a radio, billboard, transit, online, print and campaign to educate voters about Scott Walker's confusing and contested Voter ID bill?
Because in July the GAB was saying an effective campaign that included television advertising would cost more than twice that (page 2):
In order to conduct a campaign that also includes television advertisements, staff was informed that a budget of $892,000 would be required, and would generate approximately 117 million impressions. Board staff is not recommending inclusion of paid television advertising for budgetary reasons.
Then as now the budget was $436,100 ($64,000, or 13% less than what the GAB said was necessary). It included the previously mentioned media without TV, and was expected to generate more than 70 million impressions.
How many impressions will this new campaign, as constituted, generate, particularly if the TV ads are running during "unsold" (read, widely unwatched) times of the day (p. 23)? One also has to wonder how the campaign is weighted toward southeastern Wisconsin, where the bulk of people affected by the changes in Voter ID reside.
States that implement voter ID laws are required to engage in substantial education efforts about the changes. Given the GOP's apparent desire to make obtaining a voter ID complicated at every step of the way, one has to wonder at their commitment to that legal obligation.
Also, the GAB has said it may need an additional $250,000 for advertising, depending when the recall elections fall. Will the Republicans let that fly?