Palin’s Tabloid Strategy
Thursday, January 14th, 2010This is a first. Sarah Palin and her daughter Bristol are the cover story of In Touch this week.
Definitely taking a pro-life approach, the article features the two women and their roles as mothers of young children.
Jezebel mocks the Palin’s decision to grace the cover of In Touch:
According to its media kit, In Touch has a circulation of about 800,000 — 85% of whom are women, at a median age of 30. Will these people, who usually look to the magazine for Brad and Angie “news,” be curious enough about the former Vice Presidential candidate to buy the issue? (Wouldn’t they much rather see an in depth at-home with the Jolie-Pitts? We would!) On the other hand, the Palins could broaden the magazine’s reach: Those who have never picked up the celebrity glossy may find the Palins intriguing, and sales could get a bump that way. As for Sarah Palin, is she reaching out to these women, trying to convince them that she’s just like them — a working mom with issues, trying to make the best of it? Maybe.
My first reaction was surprise. Palin has the star power to be on the cover of practically any magazine. Why In Touch? Why lower her image to a supermarket tabloid when she could do respectable press? Then I thought about it. I think giving an exclusive to In Touch does broaden her appeal to women. Jezebel discloses that the median readers are 30 and female. What they don’t mention is the median household income is $66,592, putting them comfortably in the middle class. These aren’t Glamour readers, nor are they picking up Town & Country.
Let’s think about this. Who are Palin’s supporters? Average middle class Americans. Who makes up In Touch’s readers? Average, middle class women who are bored standing in the checkout line at Wal-Mart. She’s transcending the political world and reaching directly out to her base, and I seriously doubt any of the Jezebel writers would grace Wal-Mart.
The general public doesn’t read political media. Sure, most people watch the news, but only a small segment follow it obsessively. If Palin is going to get her message beyond the politicos and echo chamber of the blogosphere, she has to do press like this. Once you get past the snobbery of the tabloid, there’s a smart strategy here.
Until Palin became a Fox News contributor (which was less surprising than the revelation that Mark McGuire took steroids. yawn.), she depended on Facebook to get her message out. Giving interviews like this one gets her off the same meme that the media won’t move past. I’m sick of hearing he said/she said comments about her VP debate prep. I’m sick of hearing about Wardrobegate. The media seems incapable of moving past the 2008 election. This type of story gives her another means of personalizing herself to average American women.
Traditionally, this group does not vote Republican, so it is critical to woo them if she has aspirations in 2012. This group is also less likely to be the obsessive political types and are busy. Therefore, they’re going to believe whatever talking points the main outlets put out there.
This article also gets a pro-life message out of the religious and political debate. I’ve said before that Christians are losing today because we stopped engaging in pop culture. It’s not very often that pro-life stories are positively protrayed in the media. Usually, we’re seen as religious zealots or potential bombers. Frankly, it’s nice to see a change.


