Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios Pro Rata

Dive into the world of dealmakers across VC, PE and M&A with Axios Pro Rata. Delivered daily to your inbox by Dan Primack and Kia Kokalitcheva.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Nashville news?

Get a daily digest of the most important stories affecting your hometown with the Axios Nashville newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Columbus news?

Get a daily digest of the most important stories affecting your hometown with the Axios Columbus newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Dallas news?

Get a daily digest of the most important stories affecting your hometown with the Axios Dallas newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Austin news?

Get a daily digest of the most important stories affecting your hometown with the Axios Austin newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Atlanta news?

Get a daily digest of the most important stories affecting your hometown with the Axios Atlanta newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Philadelphia news?

Get a daily digest of the most important stories affecting your hometown with the Axios Philadelphia newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Chicago news?

Get a daily digest of the most important stories affecting your hometown with the Axios Chicago newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios NW Arkansas

Stay up-to-date on the most important and interesting stories affecting NW Arkansas, authored by local reporters

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

I've been speaking with Bob Honold, a Republican strategist hired by the NRCC to craft TV and digital ads for the Georgia House special election, in which the GOP's Karen Handel beat Democrat Jon Ossoff.

His key takeaways from the most expensive House race in American history:

  • "The energy on the left was considerable — and the $25 million sent to Ossoff was a product of that energy that posed a huge problem," he says. "That unprecedented amount of money put the race squarely in jeopardy."
  • "Many factors were necessary to win — including a great campaign by Karen Handel and her team...[but] without the enormous amount allotted by the NRCC [more than $7 million], and without the specific and methodical ways we spent it on TV and digital – we would not have won. The same can be said for the incredible work done by CLF (Congressional Leadership Fund)."

The ad-by-ad path to defeating Ossoff:

  1. During the jungle primary they identified him with unpopular party leader Nancy Pelosi, and portrayed him as just another liberal. (The Pelosi branding became a centerpiece of the GOP strategy throughout the race, and is part of the reason her leadership is under new jeopardy.) The Republicans also used Ossoff's own TV ad against him to highlight the fact that he did not support repealing Obamacare, and remind voters that Ossoff does not live in the district.
  2. Also during the jungle primary – Republicans used residents of the district to accuse Ossoff of lying about his credentials, and they again reinforced the branding of him as a Pelosi liberal who'd raise taxes and weaken the military.
  3. Straight after the primary, they ran a contrast ad — framing Ossoff as a carpetbagging Hollywood/Pelosi liberal and Handel as a "proven fighter for Georgia."
  4. National security played a surprisingly heavy role in the messaging given Ossoff had never taken a vote that could be used against him. Republicans used the fact that he'd supported Obama's Iran deal to brand him as "naive" and soft on terrorism.
  5. Doubling down on the "Ossoff is too risky" national security messaging because Republican internal polling showed it was damaging him. Honold believes the issue helped to disqualify Ossoff to many independents and motivated Republicans who were previously considering staying home.
  6. When early voting began, Republicans aired a get-out-the-vote ad on Fox News and History Channel and on targeted digital/mobile destinations. Republican internal polls showed some of the voters who didn't like Trump — and were considering either staying home or voting for Ossoff as a protest vote — also happened to be motivated by a disgust for what they viewed as extreme behavior by liberal protesters. Republicans ran an ad titled "Childish Radicals" that played to that disgust — and used the controversial image of Kathy Griffin holding up Trump's severed head.
  7. The closing argument: Republicans used a formula that had worked earlier in the campaign, filming voters from the district and repeating the key branding words for Ossoff — "childish," "naïve" and "inexperienced." And — of course — there was Nancy Pelosi.

Last word: "The massive investment made by the NRCC and the strategic message progression executed by Honold destroyed Ossoff," says Guy Harrison, another top Republican strategist and former NRCC executive director.

Go deeper

36 mins ago - Technology

Facebook changes corporate name to Meta

Screen shot of CEO Mark Zuckerberg at the company's "Connect" virtual event

CEO Mark Zuckerberg on Thursday said the social media giant is renaming its company Meta.

Why it matters: The effort is meant to shift its image from a social media platform to a “metaverse” company that focuses on building virtual work and social communities.

Dan Primack, author of Pro Rata
1 hour ago - Economy & Business

Filings show Sweetgreen isn't profitable, despite claims

Illustration: Sarah Grillo/Axios

Restaurant chain Sweetgreen on Monday filed to go public, and revealed that it lost money in each year since 2014.

Why it matters: The company lied when it repeatedly told reporters it was profitable.

U.S. border cities again see low violent crime rates

Expand chart
Data: FBI, Kansas Bureau of Investigation, U.S. Census Bureau; Chart: Jared Whalen/Axios

Reported violent crime in the United States rose in 2020 for the first time in four years, but violent crime rates in 11 of the largest communities along the U.S.-Mexico border stayed below the national average, an Axios analysis found. 

Why it matters: Year after year, data showing low violent crime rates in majority-Mexican American and Mexican immigrant border communities dispels myths of the U.S.-Mexico border as a region filled with crime and chaos.

You’ve caught up. Now what?

Sign up for Mike Allen’s daily Axios AM and PM newsletters to get smarter, faster on the news that matters.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!