Direct mail is still a very effective form of advertising (more so than newspapers)
UPDATE: Question 5 passed by the narrowest of margin: 6,627 yes to 6,604 (or 50.09% of the vote), which will not be overly convincing to Town Meeting where it will require a 66.67% vote of support.
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The No folks showed far more enthusiasm, did better research, raised more money and simply outmaneuverd the phoned in old style campaign of the Yes folks.
An early large contribution allowed SASS to use direct mail which even in this digital age is still a powerful way to get the word out.
The Select Board should have taken Question 5 off the table when Superintendent Maria Geryk took her $300K and ran.
Although her chosen blueprint of (sort of) twin co-located schools grades 2-6 will never pass muster with a majority of parents and teachers who prefer two independent K-6 schools even if they are "co-located."
So what happens if Question 5 fails? Town Meeting still has to vote on it and could conceivably still give it a two-thirds vote of support. But then, that's about as likely as Donald Trump winning Amherst today.
And even if it narrowly passes today it still needs that hard to achieve two thirds vote of Town Meeting, and some members will argue the only reason it won today was because of the student voter turnout, which could easily be 30% or more of today's total.
You don't have to offer a Chinese Immersion program to appreciate the old saying, "May we live in interesting times."