Jesse Ventura used e-mail to organise supporters

Governor Ventura ran a "guerrilla campaign," said Michael Cornfield, an associate research professor at the George Washington University Graduate School of Political management.

As decentralised as the Internet itself, Mr Ventura did not have a campaign headquarters. His campaign director used e-mail and the telephone to organise volunteers and supporters, Mr Cornfield said.

Internet comes of age

The midterm elections of 1998 were the first time that US political candidates used the Internet as an effective tool.

"It was no longer radio, TV and print. Now, it's radio, TV, print and the Internet," said Michael Connell, with New/Media Communications.

Mr Connell's company has offices in Cleveland, Ohio, and Washington, DC, and has built several political websites including ones for the Republican National Committee and for Jeb Bush's successful campaign to become the governor of the state of Florida.

In 1998, most candidates used the Internet to communicate their positions to potential voters, Mr Connell said, but "the Internet is going to evolve as an organisational tool."

Aiming for the White House

Republican presidential candidate Steve Forbes has made his website the cornerstone of his campaign. On 16 March, he launched his campaign and his website, featuring a live webcast of his announcement

Steve Forbes is using the Internet to attract volunteers and contributions

The campaign says that 5,000 people have volunteered to help his campaign through his website, according to Rick Segal, senior media advisor for Mr Forbes.

The web address will be displayed prominently on all campaign literature and advertisements, Mr Segal said.

"We are going to make Forbes2000.com the Amazon.com of the 2000 election," he added.

Connect to cash

But new media political consultants are quick to add that the Internet is only one of several media tools necessary for a successful campaign.

"Some people say Jesse Ventura won because of the Internet. I don't believe. His webmaster doesn't believe that," said Andrew Brack, a Democratic new media consultant.

Mr Connell said, "elections are not won or lost by a single factor."

And the Internet is still untried in several important areas of a political campaign.

One key test for the Internet's effectiveness in political campaigns will be whether it can help candidates raise money. Political consultants estimate that to mount a successful campaign for a presidential nomination, candidates will need to raise $20 million in 1999.

Republicans Elizabeth Dole and Steve Forbes and Democrat Bill Bradley are working to accept campaign contributions online.

The Internet has great political potential, but the technology must evolve before its full impact is realised, according to Mr Cornfield.

"I think it will change everything (in political campaigns), but not for 10 years," said political professor Michael Cornfield.

Limitations

While the Internet can be good for organising volunteers, presently, the Internet does not reach what Mr Cornfield refers to as an "inadvertent audience."

"With TV, you can reach people who may not necessarily be in the mood for politics while they are watching 'Frasier' or watching a ball game," he said.

But as the Internet's role has increased in the last two elections, in the election of 2000, it has become something that candidates cannot ignore.

Mr Connell said: "Given the fact that it's an election in a new millennium; and technology is such a large part of our economy; and the fact that number of Internet users is doubling every nine to 12 months, it's a very safe bet."