Even Democrats lamented that it’s an expensive district in which to run a campaign. The St. Louis media market is both pricey and inefficient because candidates inevitably buy advertisements that reach across the state line in Missouri.
It will be even more difficult for either candidate to break through the political noise of national campaigns. In addition, Sen. Claire McCaskill’s (D-Mo.) top-tier Senate race will dominate the St. Louis airwaves because of the media market overlap between the two states.
“It’s going to be very crowded and very expensive on a cost-per-vote basis,” one Illinois Democratic consultant said. “This is like running in New Jersey or Connecticut. No one in St. Louis covers politics on the other side of the river.”
Nonetheless, Costello skated by in his re-election campaigns for 12 full terms without spending too much cash. He reported $2.3 million in the bank at the end of June.
His retirement marks the fifth House Democrat to announce he is leaving Congress at the end of this term without seeking another office.