Biden, Master of Retail Politics, But Can He Do Online Wholesale?

Joe Biden, the 20th candidate to enter the Democratic primary field, is said to be a first-rate retail candidate, which has advantages in meet and greet type campaigns, such as in the early primary states of Iowa, New Hampshire, South Carolina and Nevada. But as Bernie Sanders and Donald Trump demonstrated in 2016, whoever is high-profile online and on cable and broadcast media has the advantage.

Biden’s team recognizes the issue and launched the campaign with an inspiring, well-produced and well-received video. But, Biden’s challenge has been to separate his in-the-moment personal campaign skill from the more important mass communication skills that require message discipline and media phrasing; i.e., brief, to the point and making a point.

Biden starts as the Democratic frontrunner, ahead of second place Bernie Sanders and a field of about ten in a third place position in a single-digit tier. A couple of early polls show Biden jumping 20 points or more after his announcement. With Biden’s entry, the field is likely full, although Senator Michael Bennet will make it twenty-one! The candidates have already started nonstop events, town halls, and on June 26, they will participate in the first debate. There will be considerable movement within the third place tier before the Iowa caucus.