• by Philip Rosenstein , Staff Writer, November 3, 2015

One year and five days from now, Americans will elect a new president.

Despite the fact that Sen. Bernie Sanders is tapping into the popular anti-establishment wing of the Democratic Party, the primary field looks relatively predictable.

The Republican one, not so much.

It’s still a Wild West scenario on the GOP side. And Hillary, the presumptive Democratic Party nominee, has fended off challenges in her own party, as well as from the opposition (Benghazi hearing).

So far, Donald Trump has stumped political pundits, who have projected his demise for months. Soft-spoken Dr. Ben Carson, despite controversial public statements, such as equating abortion with slavery, and questions about his relationship with Mannatech, is riding a bump in the polls.

The campaigns of Sens. Marco Rubio and Ted Cruz, polling in the high-single/low double digits, are in gear. The recent GOP debate may have galvanized donors around Rubio, given Jeb Bush’s lackluster performance.

But politics isn’t just about issues and personalities; it’s about how we market and monetize candidates for the Top Job. And that’s where Red, White & Blog comes in.

Red, White & Blog will analyze the marketing challenge of running for president of the United States. With added focus on media buys in swing states and on niche demographic marketing, RW&B will paint a daily portrait of the race for the White House.

A big part of branding is following the money.

On the Democratic front, Hillary Clinton and Bernie Sanders are the top two candidates on the list of total donation dollars with $76.1 million and $41.2 million, respectively, as of Sep. 30.  (This is money the campaign raises; it’s separate from Super PACs, which we’ll discuss in future.)

There is a stark difference, however, in the two leading Democrats’ donor bases. Sen. Sanders has raked in over $33 million in individual donations under $200, compared to Clinton’s $16 million from donations under that amount. When it comes to individuals donating over $2,000, Clinton trumps all, with $48.7 million.

As Republican candidates drop off, expect a consolidation of individual and Super-PAC money. Overall contributions per party favor the Republicans by over $20 million, according to the FEC, partly due to the enormous field.

On the Republican Party’s campaign finance landscape, a big factor is political heavyweights David and Charles Koch. Their web of political organizations plans to spend $889 million during the 2016 election cycle, more than double their $407 million in 2012, per The Washington Post and the Center for Responsive Politics.

It will be intriguing to follow the Koch’s money, especially if Trump, who slams PAC money, picks up primary states.

Dr. Ben Carson has total contribution dollars of $31.3 million. Most come from donations of $200 or less, pointing to a strong resonance with middle-class and working-class Republican voters.

And while money sustains campaigns, so does popular momentum and clever marketing.

We’re just at the beginning of a long, involved, full-of-surprises-to-come race. And RW&B will chronicle its media/marketing nuances every step of the way.

Philip@mediapost.com