Greg Abbott’s Weird, Empty Attack Site

Abbott 2.0
Abbott 2.0

Greg Abbott’s campaign has more money than God and an ample talent pool—but he may want to check on his IT department.

For more than a week, senior members of Abbott’s campaign staff have been trying to get the word out about a new attack website they’ve paid for— Attack websites—repositories of opposition research that campaigns will build separately from their own pages—are common. They’re usually sleek, well-designed, and well-stocked with mud ready to be slung.

The better ones are designed to “go viral,” with compelling content that your politically active aunts and uncles will feel compelled to forward to you. Supporters of John Cornyn made a great one in his campaign against Steve Stockman (though, alas, it now looks like it’s been taken down.) Lieutenant governor hopeful Dan Patrick has been lighting up the campaign with his attack sites, which are some of the best and strangest of the cycle so far.

It came to be Abbott’s turn. His communications director, Matt Hirsch, announced Abbott’s new site’s launch last week. Click on the link—and it’s an unfinished, grey, shapeless blob with virtually no information. That’s weird. A “Full site coming soon” tag is on the page’s top left. OK, so they jumped the gun. The site wasn’t finished, but they wanted to get it out there. That’s unusual, but Abbott was having a rough week, so it’s understandable.

Since Hirsh first tweeted about it, Abbott’s campaign and many of its senior staffers have been tweeting and making a lot of noise about the site. They really want people to see it. But it’s still unfinished. On Wednesday afternoon, the site was still mostly blank. “Full site coming soon,” the top left says. “Copyright 2013 Texans for Greg Abbott.” (The site was created in 2014, some two weeks ago.)

The look of the thing—monochromatic, heavy on text—may evoke the old-school Netscape internet, but the content isn’t great either (yet?). There’s an embedded Google Maps app with pins across the United States where Wendy Davis has held fundraisers, but it’s so small and cramped that you can’t tell what you’re looking at.

None of this would be too weird, except the Abbott campaign keeps pushing it. As I was writing this post, Abbott’s campaign tweeted it out again. Is this inside baseball? Kind of. Will it matter in November? No. But, man, it’s weird. It’s kind of a rookie move. Hell, even the site somebody made for hapless no-money Democratic Ag Commissioner hopeful Jim Hogan is in better shape.

Christopher Hooks is a freelance journalist in Austin, where he grew up. His work has appeared in Politico Magazine, Slate, and Texas Monthly, among others. He graduated from The New School in 2012 with a bachelor's degree in history.

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Published at 5:04 pm CST