Justin Germany was interviewed with three other next-generation media consultants for Campaigns & Elections magazine:
C&E: How much of a struggle is it within the campaign structures that you guys work with in trying to get the resources that you guys want for online?
JG: My firm is kind of interesting in that we have a lot of these silos all together. So we have some clients where we’re doing the mail, or doing the TV, or we’re doing mail, TV, and the online component. So it becomes a lot easier internally to realize what’s working, wherever we need to allocate budget. But you still have to go back and make those arguments to the campaign about, “Hey, you really do need the money to go toward your online advertising effort.”