Parscale has indicated that he plans to open up a new front in this war: local news. Last year, he said the campaign intends to train “swarms of surrogates” to undermine negative coverage from local TV stations and newspapers. Polls have long found that Americans across the political spectrum trust local news more than national media. If the campaign has its way, that trust will be eroded by November. “We can actually build up and fight with the local newspapers,” Parscale told donors, according to a recording provided by The Palm Beach Post. “So we’re not just fighting on Fox News, CNN, and MSNBC with the same 700,000 people watching every day.”
Running parallel to this effort, some conservatives have been experimenting with a scheme to exploit the credibility of local journalism. Over the past few years, hundreds of websites with innocuous-sounding names like the Arizona Monitor and The Kalamazoo Times have begun popping up. At first glance, they look like regular publications, complete with community notices and coverage of schools. But look closer and you’ll find that there are often no mastheads, few if any bylines, and no addresses for local offices. Many of them are organs of Republican lobbying groups; others belong to a mysterious company called Locality Labs, which is run by a conservative activist in Illinois. Readers are given no indication that these sites have political agendas—which is precisely what makes them valuable.
According to one longtime strategist, candidates looking to plant a negative story about an opponent can pay to have their desired headlines posted on some of these Potemkin news sites. By working through a third-party consulting firm—instead of paying the sites directly—candidates are able to obscure their involvement in the scheme when they file expenditures to the Federal Election Commission. Even if the stories don’t fool savvy readers, the headlines are convincing enough to be flashed across the screen in a campaign commercial or slipped into fundraising emails.