THE ROOKIE MISTAKE
The Schilling media people made a rookie mistake in their "Shame" ad (well, several mistakes, beginning with lying which was most likely not a mistake at all but the whole point). Seems as though there is a sticky little issue of federal campaign rules that say the candidate's photo must be included in the ad along with the "I approved this message" line. They didn't. The rub is that once you break a rule like that your campaign is no longer eligible for reduced advertising rates which makes your media buys more expensive. Compounding the problem is the disparity in fund raising - Bustos enters the home stretch with far more money in the bank than Schilling and has outraised him consistently throughout the campaign.
The Schilling people have taken that ad off the air already - most likely, in IMHO, because it was judged to be SHAMEFULLY MISSLEADING by FactCheck.org.