How exactly did this country elect Richard Nixon president twice? It's a difficult question to answer, but this book written after the 1968 election shows in some way how it was done. His handlers that year packaged him as if he were some household product, and it pretty much worked. (I'm glad I was able to purchase this book used at The Strand in New York, so that I got the original cover with Nixon's face on a cigarette box.)Those running the Nixon campaign (including Roger Ailes, very young then and now the head of Fox News) were convinced that television could help Nixon. After the Kennedy-Nixon campaign, that was an unbelievable claim to many, but the Nixon team were able to show carefully edited pieces on television that showed only the best of Nixon. Their commercials were also rather groundbreaking -- often just a series of powerful still images with a Nixon speech in the background. One of the most powerful depicted scenes of violence and chaos, all while Nixon spoke about the need for greater law and order in America.
The Nixon team was also obsessed with how much the media were against them. They were convinced that the television networks would pick only the worst shot of Nixon each day, so they purposefully had Nixon make just one televised event a day. That way, the networks would have only one shot to choose from and couldn't screw over Nixon, as was their alleged wont.
Nixon speechwriter Ray Price said this about Nixon's "spontaneity" in November 1967:
We have to capture and capsule this spontaneity -- and this means shooting RN (Richard Nixon) in situations in which it's likely to emerge, then having a chance to edit the film so that the parts shown are the parts we want shown.
Ah, yes, that spontaneous Nixon!
This quote comes from the last quarter of the book, which just contains a series of memos written by the Nixon staff. I'm not sure why they would allow these memos to get into the hands of McGinniss, but in many ways this is the most fascinating parts of the book. Here, for example, is what Nixon aide Harry Treleaven said in one memo about magazine advertising:
Rich, warm advertising in a woman's own medium, the service magazine, next to her cake mixes and her lipstick advertisements will go a long way, I believe, toward making Mr. Nixon acceptable to female viewers.
The Nixon people seemed to be good at what they did, but they didn't exactly have the best candidate to work with. Nixon aide Harry Treleaven explains one issue:
Then we had the basic problem of Nixon's personality. There were certain things people just would not buy about the guy. For instance, he loves to walk on the beach, but we couldn't send a camera out to film him picking up seashells. That would not have been credible.
I'm not entirely sure about this book. It's an awesome read, but I do have some questions about its authenticity. I mean, all these Nixon people wouldn't have wanted to be quoted by him. How could they have been that naive when everything else in the book shows them so professional?
I used to be more of Kennedy guy than a Nixon guy. I would read all sorts of stuff about JFK, but now I've come to be more fascinated with Nixon. He's such an incredibly odd and unlikely politician. He should have been the power behind the throne, and yet somehow with the most awkward personality he was elected twice.
One final note: The author is in the news this week. That's because McGinniss moved from Alaska this week. This is the same Joe McGinniss, who is writing a book about Sarah Palin and rented the house next to her. Sarah Palin, of course, reacted by building a large fence, and you get the feeling the Nixon people should have done that as well.

























































