Democrat Jay Gonzalez preps TV campaign in race for governor

Jay Gonzalez.

Democratic gubernatorial nominee Jay Gonzalez is strongly considering a two-week TV advertising effort beginning Tuesday, Oct. 23 and running through Election Day, his campaign manager Kevin Ready confirmed on Tuesday.

The media blitz would mark the Democrat’s first television advertisement in his bid against Governor Charlie Baker.

“Paid television ads are just one tool we are using to get our message out to voters,” Ready said. “Since the beginning of this race, our grassroots campaign has been powered by volunteers who believe in Jay’s vision for a Massachusetts that helps lift up the working people in our state who are being left behind.”


Gonzalez and running-mate Quentin Palfrey have recently received $542,284 from the state through public financing for the general election, according to the state’s Office of Campaign and Political Finance. The ticket can apply for more matching contributions, with a final payment of up to $173,258 later this month.

Massachusetts’ public financing system offers some public funds to statewide candidates in return for their agreeing to limits on spending. That money comes from taxpayers who decided to direct $1 of their tax liability on their annual income tax returns to the system.

The state matches money that eligible candidates raise in increments of up to $250. So, for example, the state would match $250 of a $300 check someone cut to Gonzalez.

Baker, a Republican not taking part in the public financing system, has blanketed the airwaves since August with sunny ads, trumpeting his bipartisanship. He’s also gotten millions of dollars in help from national Republicans, who have mostly echoed Baker’s cheery message on TV.

National Democrats have not aired similar ads to boost Gonzalez or knock Baker.

Baker had far outpaced Gonzalez in fundraising, and public and private polls have found Baker with a big lead in the race.


But outside analysts said there’s lots of room for Gonzalez to grow, especially among Democrats.

“If I’m a Democrat, and I don’t really know Jay Gonzalez, and this is my first introduction to him: He can persuade me,” said Democratic consultant Scott Ferson. “But his ad definitely has to plant the landing.”

Ferson added: “It’s a big task.”

The last day to register to vote is Wednesday. Early voting begins on Monday, Oct. 22 and ends Nov. 2.

Election Day is Nov. 6.

Joshua Miller can be reached at joshua.miller@globe.com.