US iron miner helps launch ad campaign to sing tariff praises
NEW YORK – Some US companies have reacted to the divisive issue of metal tariffs by saying as little as possible. Cleveland-Cliffs, on the other hand, has not only publicly backed the levies, now it’s putting up money to sing their praises.
The US iron-ore producer says it’s deploying a promotional campaign with other companies that touts the benefits of President Donald Trump’s steel tariffs.
Targeting voters in iron- or steel-producing states including Minnesota, Michigan and Ohio, the ads will begin to run this month and through October, ahead of the November 6 midterm elections, spokeswoman Patricia Persico said by phone. The ads will run as banners on media websites directing people to the campaign site Keep America Steel Strong.
“We’re not going to be even talking about the tariffs, we’re going to talk about the jobs that they generate,” Cliffs CEO Lourenco Goncalves said in an interview. “This is a campaign explaining to the public that we’re not an industry of the past, but an industry of the present.”
The decision to launch the ad campaign comes amid criticism that Trump’s 25% tariffs on steel imports are hurting the makers of products that use the raw material. Opponents have said the import barriers may raise costs, lower earnings or force employers to lay off workers or move operations offshore.
Proponents have been working to protect the tariffs, publicly and behind the scenes. Cliffs said that the proposed digital ads are the second part of a campaign under the “Keep America Steel Strong” banner. The first phase targeted members of Congress and their staff to garner support for the US trade policies. Persico declined to comment on how much they are spending on the campaign, or which other companies are involved -- though an ad on the website says it’s paid for by “American steel producers".
Comments
The
functionality
you are trying to access is only available to subscribers.
If you are already a subscriber, you can Login Here.
If you are not a subscriber, you can subscribe now, by selecting one of the below options.
For more information or assistance, please contact us at subscriptions@creamermedia.co.za.
Option 1 (equivalent of R125 a month):
Receive a weekly copy of Creamer Media's Engineering News & Mining Weekly magazine
(print copy for those in South Africa and e-magazine for those outside of South Africa)
Receive daily email newsletters
Access to full search results
Access archive of magazine back copies
Access to Projects in Progress
Access to ONE Research Report of your choice in PDF format
Option 2 (equivalent of R375 a month):
All benefits from Option 1
PLUS
Access to Creamer Media's Research Channel Africa for ALL Research Reports, in PDF format, on various industrial and mining sectors
including Electricity; Water; Energy Transition; Hydrogen; Roads, Rail and Ports; Coal; Gold; Platinum; Battery Metals; etc.
Already a subscriber?
Forgotten your password?
Receive weekly copy of Creamer Media's Engineering News & Mining Weekly magazine (print copy for those in South Africa and e-magazine for those outside of South Africa)
➕
Recieve daily email newsletters
➕
Access to full search results
➕
Access archive of magazine back copies
➕
Access to Projects in Progress
➕
Access to ONE Research Report of your choice in PDF format
RESEARCH CHANNEL AFRICA
R4500 (equivalent of R375 a month)
SUBSCRIBEAll benefits from Option 1
➕
Access to Creamer Media's Research Channel Africa for ALL Research Reports on various industrial and mining sectors, in PDF format, including on:
Electricity
➕
Water
➕
Energy Transition
➕
Hydrogen
➕
Roads, Rail and Ports
➕
Coal
➕
Gold
➕
Platinum
➕
Battery Metals
➕
etc.
Receive all benefits from Option 1 or Option 2 delivered to numerous people at your company
➕
Multiple User names and Passwords for simultaneous log-ins
➕
Intranet integration access to all in your organisation