By Todd Shepherd
Morning Mirror began running the Instagram and Facebook ads for the Democrats on May 23, the day of the Pennsylvania primary, using generic positive messages with uncontroversial, feel-good political positions. For example, a message will say a candidate is “working to lower costs for Pennsylvania families,” or the candidate has a “campaign priority for Pennsylvania: good-paying jobs.”
Yet a check of the Morning Mirror’s homepage clearly shows the site does not strive to create original news content in any meaningful sense. On Sept. 12 this year, the most recent “stories” posted on the site’s homepage all dated back to August, meaning no contemporary content had been created in two weeks. Although fall was beginning, the site’s “lifestyle” section was inviting readers to “Celebrate Spring at the 2024 National Cherry Blossom Festival in Washington, DC.”
Why It Matters. In its brief existence of less than eight months, the Morning Mirror has spent over $172,000 on Facebook and Instagram ads spanning Pennsylvania, Florida, Michigan, and Wisconsin, all swing states.
The Pennsylvania Department of State declined to say whether the Morning Mirror’s activities might violate the commonwealth’s campaign finance laws.
“The Department of State operates on a complaint-driven process. The Department does not offer interpretations of the campaign finance reporting law,” DOS spokeswoman Amy Gulli said.
All of the ads say the Morning Mirror is owned by Star Spangled Media, a business entity registered in New York. Star Spangled Media has not answered requests for comment from several media organizations including Axios, and CJR.
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