The campaign needed to spend a big chunk of the $20 million on national TV ads, starting in December. This would have driven up Ron Paul's national poll numbers, which would have generated MSM coverage, improved his chances in the early states, attracted more supporters and donors, and made it harder for the MSM to marginalize him.
Like it or not, if people don't see a presidential candidate regularly on TV, they assume that he can't win and the "wasted vote" syndrome kicks in.
Double digit national poll numbers prior to Iowa and beyond would have made a huge difference, and we had enough money to make it happen. The campaign made a reasonable but in my view incorrect choice to invest the money in direct mail and other targetted media. In the absence of national MSM coverage and national advertising, the "wasted vote" syndrome negated the effectiveness of those forms of outreach, rendering them largely ineffective.