The size of Virg Bernero’s challenge is coming into focus. More than 80 percent of “registered, active voters” did not recognize the Lansing mayor’s name in a recent poll.
And it seems necessary to be recognized widely in Michigan if one is to win an election to be its governor.
There’s some good news in the EPIC-MRA poll for Bernero. Almost 40 percent said they didn’t recognize John Cherry’s name, either. And he’s been lieutenant governor for nearly eight years.
The poll highlights the first major task for Bernero in the governor’s race: Raise lots of cash so he can start buying media ads to introduce himself to Michigan. In 2008, Bernero enjoyed a good dose of so-called “free” media via his appearances on national cable TV news programs covering the automotive industry contraction.
But free media, as evidenced by this poll, is only going to take the mayor so far. He has to buy his way into the homes in Traverse and Marquette, in Warren and Grand Rapids.
Our good friends at the Michigan Campaign Finance Network report that Republican Dick DeVos spent $5.5 million in TV advertising between Feb. 18 and June 1, 2006. DeVos had the advantages of a well-known family name and a huge personal fortune. He still lost in November that year.
