News organizations are forging more partnerships with voter data vendors as data provider L2 has unveiled another high-profile media alliance.
The nonpartisan data company in October teamed with CBS News to provide its national voter file and VoterMapping, the company’s data analysis tool, in order to enhance the network’s political coverage. Now, it’s partnered with the New York Times in a similar arrangement.
The partnership with help level the playing field between campaigns and the media covering them, according to David Leonhardt, managing editor of The Upshot, the Times’ website covering politics and policy.
“Let’s face it: Campaigns have had access to better data in recent campaigns than the media has,” Leonhardt said in a statement. “We’re excited to be working with L2 because it lets The Times — and our readers — play on the same field as the campaigns, digging into voter files to better understand the forces shaping American politics.”
L2 CEO Bruce Willsie said his company will help audiences better understand the 2016 cycle.
“Our tools and data will be put to the test by the Times and CBS and we’re looking forward to seeing the results,” Willsie stated. “Using the data campaigns are using everyday should give both reporters and readers alike a more detailed look into the world of American politics.”
L2 isn’t the only data vendor forging media partnerships this cycle. In September, the Democratic data firm TargetSmart partnered with NBC News.