MLM

In the "The Multilevel Marketing of the President," Matt Bai provides an inside look at the online/offline synergy that the Bush '04 campaign used in Ohio. While most of the article goes into the details of grassroots canvassing, the online component supporting that effort is explained here:

Like their Democratic rivals, Republicans have added a massive new database that can track every facet of a voter's profile, and they are honing their skills in ''microtargeting,'' which should enable the party to hunt down likely Republican voters using all kinds of consumer data.

Clearly, the strategy was an impressive and successful one. Bai draws an interesting parellel between the Bush strategy and the pyramid model used by Amway. He points to the fact that Amway feels it necessary to dispel rumors that they are like a cult, on their website. Bai points out that, while "The Plan" touts its participatory nature, volunteers actually have strinent requirements, and little decision-making power. He seems to be saying that they're learning from Democrats of the past; however, I think it's clear that today's Democrats have become compalacent in their field work, and have a lot of catching up to do.