South Dakota Voters Face Distinction Between News and Propaganda in Campaign Season

In a race where digital dominates, newspaper advertising may be the dark horse in South Dakota’s gubernatorial primary, according to political observers with an eye on the state’s upcoming Republican contest.

As the June primary approaches, four main contenders have emerged: incumbent Governor Larry Rhoden, U.S. Representative Dusty Johnson, Aberdeen businessman Toby Doeden, and state Speaker of the House Jon Hansen. While polls currently favor the better-known candidates like Rhoden and Johnson, analysts suggest that smart use of traditional media could significantly impact the race’s outcome.

“The candidate who makes the best use of newspaper advertising will do better than expected,” notes one political commentator familiar with South Dakota’s media landscape. This strategy could help front-runners secure more decisive victories or give underdogs the opportunity to make surprising gains.

The observation comes at a time when political advertising has largely abandoned print media in favor of television spots and social media campaigns. Yet data suggests this shift might be overlooking a valuable voter demographic.

Research from the South Dakota NewsMedia Association reveals that 83% of adults in the state consume newspaper content either online or in print. More significantly, 85% of those readers consistently vote in local, state, and national elections. National studies from the Newspaper Association Foundation show even higher engagement, with 96% of newspaper subscribers being active voters.

“By virtue of the fact that they have purchased a subscription to their local newspaper, readers prove that they have money,” one media strategist points out. This combination of financial capacity and civic engagement makes newspaper readers a particularly valuable audience for political campaigns seeking both donations and votes.

The financial aspect is especially relevant in a primary race where fundraising can determine a campaign’s viability. Even well-funded candidates could benefit from targeted newspaper advertising to direct potential donors to their websites or campaign headquarters.

The gubernatorial race has already raised ethical questions for newspaper editors across the state. Governor Rhoden’s weekly column, which previously appeared as a regular feature in many South Dakota newspapers, has become controversial now that he is an official candidate. Critics argue that continuing to publish these columns amounts to providing free publicity for his campaign.

Recent topics in Rhoden’s column have included his gubernatorial accomplishments and budget priorities, content that could be viewed as campaign messaging rather than informative governance updates. Some editors have responded by charging for politically endorsed letters to the editor, recognizing that these submissions often function as free advertising for campaigns that otherwise avoid paying for newspaper space.

South Dakota’s political landscape has a history of surprising outcomes. Current observations recall past unexpected turns, such as George Mickelson’s successful gubernatorial run in 1986 and John Thune’s primary victory over Lieutenant Governor Carol Hillard in 1996, both defying early predictions.

The primary race represents a critical juncture for South Dakota’s Republican party, which has dominated state politics for decades. The winner will likely face minimal opposition in the general election, making the June primary the de facto decision point for the state’s next governor.

As campaigns develop their media strategies, political observers will be watching to see which candidates recognize the potential of connecting with newspaper readers—a smaller but highly engaged and reliable voting bloc that could prove decisive in a competitive primary.

For candidates like Doeden and Hansen who currently poll behind the front-runners, effective newspaper outreach might provide the opportunity to build name recognition and establish foundations for future political endeavors, even if they don’t secure immediate victory.

The coming weeks will reveal which candidates have recognized this potential advantage, and whether South Dakota’s newspaper readers will indeed deliver the electoral impact that media analysis suggests they could.