Evan Tracey, who tracks issue advertising for the Campaign Media Analysis Group, says the more detailed the bill gets, the more emotional the debate will become.

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However, Claire Enders, of media research company Enders Analysis, says that anyone who believes the Times papers will get a 5% conversion is in "dreamland".

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"It will be difficult, if not impossible, to continue the media momentum to the degree that cable news networks have enjoyed in this historic election cycle, " says John Rash, director of media analysis at advertising agency Campbell Mithun.

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