The ad wars are heating up in the Senate race — at least on paper.

Geoff Diehl, who is challenging Democratic incumbent Elizabeth Warren, launched full-page newspaper ads across the state on Tuesday that trumpet “Full Time,” in large, bold type taking up three-fourths of the page.

“Massachusetts needs a FULL TIME Senator,” the tagline reads in one version of the ad, which has so far ran in six newspapers — the Boston Herald, Lawrence Eagle Tribune, Revere Advocate, Westfield News, Sentinel & Enterprise, and New Bedford State Times — as well as on Facebook, according to Diehl’s campaign. A campaign spokeswoman declined to say how much he was spending on the ad buy.


It’s a sharp distillation of Diehl’s main argument against the Cambridge Democrat, who has publicly acknowledged she will “take a hard look at running for president” after Nov. 6.

That Diehl is at this late stage making that argument via newspaper rather than television, which is generally seen as more effective for challengers who need to gain name recognition, is also a sign of the Republican’s financial disadvantage.

The Whitman Republican reported having about $283,000 in cash on hand at the end of September, according to federal filings. Warren had more than $15 million still in the bank.

Diehl does have one TV advertisement running on cable news, a 30-second spot that accuses Warren of calling police officers “racist front to back,” a misrepresentation of comments she made at a historically black college in New Orleans this summer.

In her actual remarks, Warren said “the hard truth about our criminal justice system: It’s racist . . . I mean front to back.’’ Later, she clarified that she “spoke about an entire system — not individuals — and will continue to work on reforms to make the criminal justice system fairer.” The comment nonetheless angered some local law enforcement.


For her part, Warren has put out two digital ads that focus on legislative accomplishments, achieved with bipartisan support, that she says directly benefited Massachusetts voters — a bill allowing hearing aids to be sold over-the-counter and another that allows civilian victims of terrorist bombings to seek medical care at military facilities.

Her campaign has thus far declined to say whether Warren plans to spend any of her millions of dollars on TV ads ahead of Election Day.

Victoria McGrane can be reached at victoria.mcgrane@globe.com. Follow her on Twitter @vgmac.