Campaigning under the influencers

Politico

12-03-2025

Good Wednesday morning!
By now you've seen, and perhaps have received, the countless mailers the NJEA-funded super PAC Working New Jersey has sent on behalf of the union's president, Sean Spiller, for his gubernatorial candidacy.
But Working New Jersey has also been using a much more 21st century approach to influencing the primary: Paying influencers.
My colleague Madison Fernandez spotted these on Instagram, sometimes with the messages mixed in with content about, say, coffee or clothing. 'I urge you to start making your plan for election season. Sean Spiller will be standing up for voter rights, reproductive rights, every day families, students across the state, union workers, all to keep New Jersey strong,' says influencer Jessica Raiola.
Madison found six social media influencers who ran these sponsored ads from Working New Jersey, which is technically not the Spiller campaign but, in reality, is pretty much the entire thing. So there's probably quite a few more. They have follower counts ranging from around 4,000 to just over 114,000. So it's clearly a micro-targeting strategy. One of the big lessons of 2024 was the Trump campaign's mastery of social media, but that was earned, not paid media.
'Of course we're running a comprehensive campaign that includes social influencers because that's the only way in Trump 2.0 to stop the insanity in Washington and defeat Elon Musk and the MAGA Republicans who want to impose Trump's chaos and cruelty on New Jersey,' Working New Jersey spokesperson Eddie Vale said in a statement. 'We're proud that these influencers —digital door knockers — support our independent effort to elect Sean Spiller.'
Vale said they only use influencers who already support Spiller 'because authenticity is important to us.'
This is, of course, in addition to millions more the union has spent to boost Spiller through the super PAC. As we reported last year, Working New Jersey stated it planned to spend about $35 million to boost Spiller. And New Jersey Monitor's Dana DiFilippo in a story Monday reported that Spiller's campaign doesn't even have any staff. Which once again just shows us how absurd campaign finance laws are. Why have donation limits at all when a super PAC that's technically barred from coordinating with a campaign can effectively run it?
HAPPY BIRTHDAY: John Bartlett, Jim Jefferson, Scott Shields, Jay Springer
WHERE'S MURPHY? On the radio. 'Ask Governor Murphy' at 7 p.m. on your local NPR affiliate
QUOTE OF THE DAY: '"I never met somebody who is a die-hard Phil Murphy person … Nobody ... bleeds for Phil Murphy.' — Steven Fulop during an event in Montclair, to which a Murphy ally responded with this.
WHAT TRENTON MADE
POWER PLAY — Top Assembly lawmaker wants to restructure New Jersey utilities, by POLITICO's Ry Rivard: Assembly lawmakers unleashed a wave of legislation this week to remake New Jersey's energy market in response to outrage over skyrocketing power prices. One bill, NJ A5439 (24R), backed by Democratic leadership, would restructure the state's utility companies, allowing PSE&G and other utilities to build their own power plants for the first time in a quarter-century. The goal is to spur someone to quickly build new power plants to meet rising electricity demand. 'We're opening up a clean sheet of paper, we need to consider all options,' said Wayne DeAngelo, the chair of the Assembly Telecommunications and Utilities Committee, who sponsored the restructuring bill. Utility bills are set to increase by about $25 a month in June, thanks to a power supply crunch within the state and across a 13-state power market that includes New Jersey. Energy prices are clearly top of mind for lawmakers, perhaps because the price spikes will hit amid a governor's race and legislative elections with all 80 members of the Assembly on the ballot.
UNFARE — 'Proposed $3.2B NJ Transit budget is 5% larger, includes 3% fare hike,' by The Record's Colleen Wilson: 'NJ Transit's board of directors approved a $3.2 billion budget to send to the governor, about 5% larger than last year's, and it includes a 3% fare increase required by a new policy passed by the board last year. Despite its growth, the budget maintains current service levels and keeps up with rising labor costs. NJ Transit President and CEO Kris Kolluri told the board it included $58 million in cost reductions, including cutting overtime 4% and shedding at least 100 administrative positions via attrition. The budget also includes $40 million in 'revenue enhancements,' such as selling property … For customers wondering if their NJ Transit riding experience will improve because of their higher fares — up 18% when including a 15% hike that took effect last summer — Kolluri said he is not accepting the status quo. … Sarah Klibanoff, a mother of six, said she is forced to take earlier trains to and from her job in Manhattan because taking the train is so unreliable — and even then she often gets stuck with delays and cancellations. … 'I'm literally just here because I can't get to work,' Klibanoff said. 'I took off from work today just to be here because I really haven't given up on NJ Transit.''
TOILET READING — The governor's full budget proposal
—'NJ's pending electric rate increase sparks finger-pointing'
—'New Jersey considers charging fossil fuel firms tens of billions to pay costs of climate change'
—'Gottheimer scores massive win at Bergen Democratic convention'
TRUMP ERA
NOT KEAN ON TOWN HALLS — 'Are NJ members of Congress hosting town halls? Which ones?' by The Record's Katie Sobko: 'New Jersey's three Republicans in Congress — Rep. Tom Kean Jr. of the 7th Congressional District, Rep. Chris Smith of the 4th District and Rep. Jeff Van Drew of the 2nd District — are not, at least for now. Last week, Rep. Richard Hudson, chair of the National Republican Congressional Committee, told members to avoid in-person town halls for fear that they would be interrupted by activists. Rep. Bonnie Watson Coleman, a Democrat who represents New Jersey's 12th Congressional District, is taking matters into her own hands when it comes to the Republican districts in New Jersey, offering to 'travel to Tom Kean's district, Chris Smith's district, or Jeff Van Drew's district to help them explain their vote to their constituents.' In addition to suggesting the events in the 2nd, 4th and 7th districts, Watson Coleman held a tele-town hall in February to discuss the risks to Social Security and Medicaid, and her staff said it was well-attended. … Her colleague Rep. Rob Menendez, a Democrat who represents the 8th Congressional District, had a town hall event last week and also uses social media and an email newsletter to announce them. … Menendez also teamed up with Rep. LaMonica McIver, a Democrat who represents the 10th Congressional District, for a town hall. She also held one on immigration and has another town hall slated for March 21.'
COLD AS ICE — 'It's hard to keep track of ICE detainees, families say, adding to distress,' by NJ Spotlight News' Taylor Jung: 'Families of detained immigrants say they are facing heightened uncertainty and fear because they often can't find their loved ones once they are incarcerated in the Immigration and Customs Enforcement detention system. These families describe being unable to consistently locate or communicate with their family members. They fault delays in the online detainee tracker system because detainees are often transferred between facilities. This lack of information, families say, creates significant distress against a backdrop of already heightened concern over threats of mass deportation and arrests under the Trump administration. Also adding to their fears are what they say are worsening conditions at the Elizabeth Detention Center, raising concerns about the well-being of those in custody as ICE facilities reach capacity.'
—'Baraka, protesters say they'll fight against planned ICE detention center'
GRANTS NOT YET IN THE TOMB — 'Judge blocks Trump cuts to teacher training funding after N.J. sues,' by NJ Advance Media's Eric Connklin: 'A federal judge has granted New Jersey's request to temporarily block the Trump administration from eliminating federal funding to train and hire K-12 teachers. New Jersey is one of seven states suing the Trump administration's attempt to withdraw $600 million for teacher recruitment and preparation grants. The lawsuit was filed last week after the administration said it intends to cut the funding for the teacher training programs, which federal officials said had 'divisive' ideologies. … New Jersey, California and Massachusetts are the suit's lead plaintiffs.'
—Education Department announces antisemitism investigations into 60 universities
—'Immigration judge says Jersey Kebab owner, arrested by ICE, can be released on bond'
—'US judge orders Trump administration to restore teacher preparation grants'
—'Trump cuts could threaten NJ community colleges, hurt Pell grant recipients, officials say'
—'In NJ, a surprise cost of tariffs on imports? Higher auto insurance rates'
—'House ekes out bill to avert shutdown, with N.J. Dems voting no'
LOCAL
FIVE MILE ISLAND MELTDOWN — 'The Wildwoods' long-awaited beach fix is on the brink of getting canceled,' by NJ Advance Media's Steven Rodas: 'An enormous federal project meant to protect the coasts of multiple Jersey Shore towns is on the precipice of no longer happening at all because local mayors can't agree on whether it makes sense. The 'Five Mile Island' project, most recently estimated to cost about $54 million, has been more than a decade in the making. The beach work is meant to benefit Wildwood Crest, Lower Township, Wildwood and North Wildwood — the last of which has been particularly desperate for a spruced up beach due to severe erosion. … However, the massive project — led by the U.S. Army Corps of Engineers with help from the state — has continued to hit stumbling blocks. … On Tuesday, in a sternly-worded letter, New Jersey's Commissioner of Environmental Protection Shawn LaTourette said the Five Mile project was now 'in serious jeopardy.''
PATERSON FAILS — 'Paterson 'second chance' program for low-grade offenders yet to launch 30 months later,' by The Paterson Press' Joe Malinconico: 'The city's 'second chance' Municipal Court initiative for nonviolent offenders still hasn't started operation, more than 30 months after Mayor Andre Sayegh's administration received a $600,000 federal grant to pay for it. 'Help is here,' Sayegh proclaimed during a City Hall press conference on March 11, 2024, that city officials said represented the 'launch' of the community court program.. … Sayegh told Paterson Press the city could not move forward with its municipal program until it received approvals from the state court system, which happened a few months ago. The mayor said his administration would hold a 'soft launch' celebrating the new program in April and that the first sessions would begin in May.'
BUS CRASH — '14-year-old boy 'fighting for his life' after Montvale bus crash on Garden State Parkway,' by The Record's Manahil Ahmad: 'A 14-year-old boy is 'fighting for his life' after being pinned beneath an overturned school bus on the Garden State Parkway Monday evening, Montvale Mayor Mike Ghassali said Tuesday. New Jersey State Police said troopers responded to the crash at 7:39 p.m. near milepost 170.5 in Montvale. A preliminary investigation found that the bus, driven by a 44-year-old Lakewood man, was traveling north when it veered off the right side of the roadway and overturned. The driver sustained moderate injuries, while one juvenile passenger suffered serious injuries. Thirteen other juveniles sustained minor injuries, police said.'
CONTAMINAMDEN — 'South Camden residents demand change from EMR after scrapyard fire,' by WHYY's Sophia Schmidt: 'People living near the EMR metal recycling complex in South Camden, the site of a massive fire last month, are demanding change from the facility and local elected officials. A handful of Waterfront South residents gathered outside the sewage treatment plant next to the scrapyard and at EMR's U.S. headquarters in Camden Tuesday morning, calling on the company to answer their questions, take better health and safety precautions and even move its metal recycling facility out of the neighborhood. 'We're tired of them ignoring us,' said Aliyia Jones, a resident who lives less than 2,000 feet away from EMR's fenceline and organized Tuesday's rally. She has asthma and experienced trouble breathing after evacuating her family during the fire last month. 'I want them to relocate,' she said.'
BROWN OUT — 'Somerset Sheriff candidate withdraws,' by New Jersey Globe's David Wildstein: 'Seven days after Somerset County Republicans endorsed him for sheriff, Bill Brown has dropped out of the race. His likely successor to take on two-term Democratic Sheriff Darren Russo is Mike Manochio, a retired Union County homicide detective who was overwhelmingly rejected by GOP county committee members when he received just 16% against Brown at the convention. 'After recent conversations with those closest to me, it has become clear that I need to put my family first and end my campaign,' Brown, a retired SWAT team commander, said in a cryptic message.'
—'Hundreds with disabilities in Ocean County left without doctor after unusual clinic closes'
—'Can Toms River slash affordable housing requirement? This is how it will be decided'
—'[Roselle school district] owes IRS money in penalties. But it won't say how much'
—'[Robbinsville] judge removed from bench after accusation of sexual misconduct by staffer'
—'[Elizabeth] police officer acquitted of health insurance fraud charges'
—'Family of former Somerville fire chief pleads for answers 10 years after hit-and-run death'
—'Gary DeMarzo files suit to stay in Upper Township job'
EVERYTHING ELSE
HE HOPED TO MAKE IT TO TRENTON FOR THE BUDGET SPEECH — 'Meet Miles the pig, who was on the loose for days in several N.J. towns,' by NJ Advance Media's Eric Conklin: 'At a veterinarian's office in South Jersey, a potbellied pig, Miles, is resting after eluding those trying to catch him as he traversed at least two towns. The 100-pound domesticated pig was captured Saturday night by a volunteer-based group after being seen in Hamilton and Egg Harbor townships in Atlantic County over the weekend. The pig's rescuers estimate Miles roamed 12 miles in less than 48 hours before being caught. Miles' journey was shared on social media, encouraging a volunteer-led effort to rescue him. He was found behind houses in Egg Harbor Township around 9:30 p.m. Saturday.'
HIS VALUES ARE 145 MILLION YEARS OLD — 'N.J. company refused to lend money to certain racial, ethnic groups, AG says,' by NJ Advance Media's Matthew Enuco: 'A former lending business in Monmouth County has been accused of discriminating against certain ethnic and racial groups and may face enforcement action, officials with the Attorney General's Office announced Tuesday. An investigation by the Division of Civil Rights found probable cause that Advance Funding Partners violated New Jersey's Law Against Discrimination by discriminating against certain different races and ethnicities, officials said. The investigation found that the company's owner, Joseph Jurasic, told staffers to not do business with 'Chinese, African, and Spanish' potential clients, authorities said.'
—'COVID may have been in the air, but it ended smoking for a year in Atlantic City's casinos'
—'Doctors in NJ on alert for measles'
—'North Jersey native with Parkinson's hopes to inspire others after big win on 'Jeopardy!''