Yesterday

Since 1972, federal law has required that broadcasters charge political candidates no more than the "lowest unit charge" available to regular commercial advertisers for the same class and amount of time for the 45-day period before a primary election, and 60-day period before a general election. Some broadcasters viewed the lowest unit charge requirement as an intrusion into their business practices and have sought ways around the rules. Most often, broadcasters have used candidate concerns about preemption to circumvent both the letter and "spirit" of the law. In 1990, the FCC audited a number of stations, and concluded that candidates had paid more -- in some cases, two or three times more -- than the law had intended or legislators had foreseen.

In late 1990, candidates in Georgia challenged rates that had been charged by stations. Bobby Kahn was part of a group that initiated efforts on behalf of candidates in Georgia and in a number of other states. The company's efforts resulted in millions of dollars recovered in overcharges. In reaction to the 1990 audit, as well as the overcharges uncovered by Kahn’s actions, the FCC initiated a rulemaking to "clarify" political broadcasting rules.

In late 1991, new rules were released. For candidates, the rules provided good news and bad news. The good news: broadcasters had to disclose all rates and options available to commercial advertisers. The bad news: the FCC made it easier for stations to charge higher rates in order for candidates to avoid preemption. Along with Georgia lawyers, Kahn and company participated in the rulemaking and is cited some 30 times advocating the views of candidates.

After several years of analyzing records of candidates who had purchased commercial time on stations in twelve states, Kahn came to the conclusion that most political buyers had not done a particularly good job of standing up to the questionable sales practices of broadcasters, and that Republican buyers, for the most part, had done a better job than Democratic buyers. Whereupon, Kahn formed LUC Media, a firm specializing in time buying for Democratic candidates.

Today

Since 1992, LUC Media has been buying adverting time on behalf of democratic candidates and issue advocacy groups all over the United States.  From County Executive races in Wisconsin to Governor’s races in California and Georgia to the Presidential bid of John Edwards in 2008, LUC has been fighting for candidate rights with TV, radio, and cable operators with stunning success.

In early 2008, LUC opened an office in Washington DC and brought on board Jamie Sterling as Executive Vice President.  Jamie Sterling has worked in political and corporate advertising campaigns for more than twenty years. In 1996 Sterling planned and placed the paid media for President Bill Clinton's presidential campaign and did the same for Vice President Al Gore in 2000. In 2004, Sterling managed the Democratic National Committee’s Independent Expenditure Campaign. Sterling previously worked as Media Director for Bozell-Eskew, one of the nation’s leading advocacy advertising firms. AdWeek and Media Week magazines have honored Sterling as Media Director of the Year for Spot Television (1996).

In recent years, LUC has expanded its client base to include agencies of the federal government, certain industry trade groups, large labor unions, as well as private foundations.  All this has taken LUC Media beyond the boundaries of purely political media and transformed the firm into one of the leading mid-sized communication and marketing firms in the country.

Tomorrow

What does tomorrow hold for LUC?  Mastery of the “new media” found in text messaging, e-mail databases, video-on-demand, digital platforms and cross platform marketing, and whatever other means of communication necessary to reach target audiences for its’ clients.

One thing is for sure, LUC Media won’t rest on past performances – it will continue to blaze a trail through the communication landscape tailoring customized media plans for all manner of clients.