The piece is here:
Win or lose, the Republican candidate and his inner circle have built a direct marketing operation that could power a TV network—or finish off the GOP.Written from the standpoint of Trump being a lost cause and that his Internet operation is salvageable, The piece follows "Brad Parscale, a San Antonio marketing entrepreneur, whose buzz cut and long narrow beard make him look like a mixed martial arts fighter," which considering Trump's early support for UFC is a look that makes sense.
From the article:
Almost every public and private metric suggests Trump is headed for a loss, possibly an epic one. His frustrated demeanor on the campaign trail suggests he knows it. Yet even as he nears the end of his presidential run, his team is sowing the seeds of a new enterprise with a direct marketing effort that they insist could still shock the world on Election Day.
Beginning last November, then ramping up in earnest when Trump became the Republican nominee, Kushner quietly built a sprawling digital fundraising database and social media campaign that’s become the locus of his father-in-law’s presidential bid. Trump’s top advisers won’t concede the possibility of defeat, but they’re candid about the value of what they’ve built even after the returns come in—and about Trump’s desire for influence regardless of outcome.
That's Steve Bannon, Trump's campaign manager, not to be confused with Race Bannon, his running mate.“Trump is a builder,” says Bannon, in a rare interview. “And what he’s built is the underlying apparatus for a political movement that’s going to propel us to victory on Nov. 8 and dominate Republican politics after that.”
Parscale built this from scratch. He started out as a web site designer in Texas.
He hustled consulting gigs, going door to door and cold-calling local businesses. “My first year, I tapped on shoulders in a bookstore to get my first customers, people who were buying web books, and asked if they needed help,” he says. One day in 2010, the phone rang. It was Kathy Kaye, the new head of Trump International Realty. “She said, ‘Would you like to bid on building the Trump website?’ ” Parscale recalls. “I said yeah. I bid $10,000 on the first website. I think they were shocked how cheap it was. Next thing I know, I’m talking to Ivanka. So they signed a contract with me, and I wrote the website by myself. I told ’em I’d give all the money back if they didn’t like it.”He was good. That endeared him to the family. He was in.
Trump's online campaign is built on building customer loyalty.
Trump’s digital operation was focused primarily on tracking down the people who already liked his burgers and getting them to buy more. Parscale began toying with a list of registered voters acquired from a nonpartisan database vendor to learn more about who Trump’s backers were. Because the campaign hadn’t cultivated his supporters as donors or volunteers, most of what it knew about them came from requests for tickets to his rallies. After a March event in Chicago devolved into a melee, Parscale decided to stop relying on the ticketing service Eventbrite and build his own tool to accept RSVPs. He says he coded the program himself in two days so event goers would have to confirm via mobile phone. The added layer would weed out fraudulent requests placing tickets in protesters’ hands—and also collect supporters’ phone numbers.When it came time to switch from a shoestring nomination operation to a major league general election team, Trump had something no Republican has had, a ready supply of grassroots donors.
Parscale, who taught himself coding, had to teach himself fund-raising:
Trump’s team, which hadn’t actively raised money during the primaries, was unprepared. “I was put in the position of ‘We need to start fund-raising tomorrow,’ ” says Parscale. That turn was so hasty that when, in late June, Trump sent out his first e-mail solicitation, it ended up in recipients’ spam folders 60 percent of the time. Typically marketers in that situation would have begun quietly blasting less important messages from a new server to familiarize spam filters with the sender’s address. Parscale shrugs off the ensuing criticism from technologists. “Should I have set up an e-mail server a month earlier? Possibly,” he says. “We also raised $40 million in two weeks. Woo-hoo, spam rating.”Arithmetic says that's $20 million a week or a rate of a billion bucks a year, from people who don't expect one damned personal favor.
The spin is Trump won't win but will somehow exploit Project Alamo post-election.
“Trump will get 40 percent of the vote, and half that number at least will buy into his claim that the election was rigged and stolen from him,” says Steve Schmidt, John McCain’s 2008 presidential campaign chief and an outspoken Trump critic. “That is more than enough people to support a multi-billion-dollar media business and a powerful presence in American politics.”Trump TV is a possibility.
But what if Trump screws up and wins?
Actually, Trump TV is already on the air.
According to a source close to Trump, the idea of a Trump TV network originated during the Republican primaries as a threat Kushner issued to Roger Ailes when Trump’s inner circle was unhappy with the tenor of Fox News’s coverage. The warring factions eventually reconciled. But Trump became enamored by the power of his draw after five media companies expressed interest.
“One thing Jared always tells Donald is that if the New York Times and cable news mattered, he would be at 1 percent in the polls,” says the source. “Trump supporters really don’t have a media outlet where they feel they’re represented—CNN has gone fully against Trump, MSNBC is assumed to be against Trump, and Fox is somewhere in the middle. What we found is that our people have organized incredibly well on the web. Reddit literally had to change their rules because it was becoming all Trump. Growing the digital footprint has really allowed us to take his message directly to the people.”I highly recommend https://www.reddit.com/r/The_Donald/ by the way.
Trump did not spend $100 million of his own money, imperil his family fortune, and double-dare the Clintons to prosecute him just to start a TV network online (ask Glenn Beck how that is working out for him).
Remember Project Alamo.
The Army of Davids lives on.
Please read "Trump the Press," a fun romp through the Republican nomination that uses the deadliest weapon to skewer the media experts: their own words. "Trump the Press" is available as a paperback, and on Kindle.