Newspaper Advertising Could Be Key Strategy in South Dakota’s GOP Gubernatorial Race

Political candidates who embrace newspaper advertising in South Dakota’s upcoming Republican gubernatorial primary may gain a significant edge over competitors, according to industry experts and voter data.

As the race between incumbent Gov. Larry Rhoden, U.S. Rep. Dusty Johnson, businessman Toby Doeden, and state House Speaker Jon Hansen heats up, campaign strategy decisions about media spending could prove decisive in determining the outcome.

Recent election cycles have seen political advertising in newspapers relegated to an afterthought, with candidates instead pouring resources into television spots and social media campaigns. This shift comes despite compelling evidence that newspaper readers represent a highly valuable demographic for political campaigns.

Research from the South Dakota NewsMedia Association reveals that 83% of adults in the state read newspapers either online or in print. More significantly, 85% of these readers vote in local, state, and national elections. On a national scale, the National Newspaper Association Foundation found that an overwhelming 96% of newspaper subscribers are active voters.

“By virtue of the fact that they have purchased a subscription to their local newspaper, readers prove that they have money,” notes one political observer. “Money is something that every candidate, even the rich ones, needs.”

The financial capacity of newspaper readers makes them prime targets not just for political messaging but also for campaign fundraising efforts. Candidates could leverage newspaper advertising to direct readers to campaign websites, gather contact information, and ultimately solicit donations.

The upcoming primary presents an interesting test case for the continued relevance of newspaper advertising in political campaigns. Front-runners like Rhoden and Johnson could potentially secure more decisive victories by incorporating robust newspaper strategies, while underdogs Doeden and Hansen might use the medium to punch above their weight and establish name recognition for future political endeavors.

The gubernatorial race also presents ethical challenges for newspaper editors across South Dakota. Some publications have already adapted to changing campaign tactics by charging for endorsement letters to the editor, recognizing these submissions often function as free political advertising generated by campaign staff.

A more immediate editorial dilemma concerns Gov. Rhoden’s weekly newspaper column. Now that he’s officially a candidate, his continued access to this platform has raised fairness concerns. Recent column topics have included self-congratulatory content about his gubernatorial role, budget work, and education initiatives—content critics describe as “a way for him to polish his resume in public.”

Some editors argue that providing space for a sitting governor’s thoughts carries inherent news value, but others contend that allowing a declared candidate regular unpaid newspaper space creates an uneven playing field for other contenders. These editors suggest the column should be suspended until after the election.

The primary will serve as a practical demonstration of both candidate savvy and editorial judgment. Voters can watch to see which gubernatorial hopefuls recognize the value of reaching newspaper readers directly, and which newspapers maintain strict editorial standards during campaign season.

South Dakota’s political landscape has produced surprising outcomes before. Whether any of this year’s candidates will leverage the untapped potential of newspaper advertising—and whether it might produce unexpected results—remains to be seen as the June primary approaches.

For a state where over four-fifths of adults engage with newspaper content and the vast majority of those readers cast ballots, the connection between newspaper visibility and electoral success may prove stronger than recent campaign strategies suggest.