And You Can Quote Me

DES MOINES, Dec. 18-- Newspapers still count for something, apparently.

It took Hillary Clinton mere hours after winning the Des Moines Register's endorsement to throw up a TV ad touting the editorial. I know this not because I was alerted by some e-mail. I know this because I am in Iowa and turned on the television.

It's your basic cut-and-paste job: "The Des Moines Register just endorsed Hillary Clinton. Her readiness to lead sets her apart. From working for children's rights as a young lawyer, to meeting with leaders around the world as first lady, to emerging as an effective legislator, every stage of her life has prepared her for the presidency."

But here's what's interesting. Barack Obama, who did not get the endorsement, also has a new ad up touting praise from the pundits.

"His candor is refreshing," it begins, attributing the comment to the Register--though it was actually Register columnist David Yepsen.

"His scrupulous honesty is far more presidential than the dodging of other candidates." That's Joe Klein.

"Barack Obama, his healthcare plan takes on powerful interests and that tells voters something important about him." The Register again.

"On Wall Street, he got tough on CEOs telling them to protect the middle class." Chicago Tribune.

In this age of cable live shots and constant blogging, the candidates have concluded that some newspaper assessments, at least, are worth touting. And how long before John McCain airs an ad in New Hampshire noting his trifecta from the Manchester Union Leader, the Register and the Boston Globe?

McCain is even going back to Iowa.

As for Hillary's softer tone, which I saw on display yesterday, and her new ads featuring mom and Chelsea, Politico says:

"The shift in emphasis from head to heart is the latest stage in a running argument inside Clinton's camp that stretches back to her 2000 campaign, one that pits the voters' need to know their politicians against the comfort zone of a very private woman and the theories of her data-driven pollster.