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To: Bob Haldeman From: Charlie Farrington Re: Telethon Receipts. 1 Page. [Memo], 10/29/1962
To: Bob Haldeman From: Charlie Farrington Re: Telethon Receipts. 1 Page. [Memo], 11/2/1962
To: Bob Haldeman From: Charlie Farrington Re: Telethon Receipts. 1 Page. [Memo], 10/24/1962
To: Bob Haldeman From: Paul W. Keyes Re: Lessons Learned from the San Diego Telethon. 7 Pages. [Memo], 10/13/1962
To: Bob Haldeman From: Phil Acker Re: San Diego Telethon. 2 Pages. [Memo], 10/14/1962
Flyer for Nixon Telethon. 2 copies only one scanned. 2 Pages. [Other Document], n/a
Telethon News Bulletin for San Diego Telethon on October 12th 1962. 1 Page. [Memo], 1962
Conference Report for D'ARCY Advertising Company Client: Nixon for Governor Committee From: Gene King Re: Nixon Publicity. 1 Page. [Report], 9/26/1962
Conference Report for D'ARCY Advertising Company Client: Nixon for Governor Committee From: Gene King Re: Advertising. 1 Page. [Report], 10/8/1962
Publicity Report and attendance sheet for meeting held September 26,1962. 2 Pages. [Report], 1962
To: RN From: Paul W. Keyes Re: The Bakersfield Telethon. 7 Pages. [Memo], 10/8/1962
To: RN, Paul W. Keyes, Bob Haldeman Re: Campaign Ideas. 7 Pages. [Letter], 9/6/1962
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WHSF: Returned, 63-1
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WHSF: Returned, 63-1
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This file contains:
To: Bob Haldeman From: Charlie Farrington Re: Telethon Receipts. 1 Page. [Memo], 10/29/1962
To: Bob Haldeman From: Charlie Farrington Re: Telethon Receipts. 1 Page. [Memo], 11/2/1962
To: Bob Haldeman From: Charlie Farrington Re: Telethon Receipts. 1 Page. [Memo], 10/24/1962
To: Bob Haldeman From: Paul W. Keyes Re: Lessons Learned from the San Diego Telethon. 7 Pages. [Memo], 10/13/1962
To: Bob Haldeman From: Phil Acker Re: San Diego Telethon. 2 Pages. [Memo], 10/14/1962
Flyer for Nixon Telethon. 2 copies only one scanned. 2 Pages. [Other Document], n/a
Telethon News Bulletin for San Diego Telethon on October 12th 1962. 1 Page. [Memo], 1962
Conference Report for D'ARCY Advertising Company Client: Nixon for Governor Committee From: Gene King Re: Nixon Publicity. 1 Page. [Report], 9/26/1962
Conference Report for D'ARCY Advertising Company Client: Nixon for Governor Committee From: Gene King Re: Advertising. 1 Page. [Report], 10/8/1962
Publicity Report and attendance sheet for meeting held September 26,1962. 2 Pages. [Report], 1962
To: RN From: Paul W. Keyes Re: The Bakersfield Telethon. 7 Pages. [Memo], 10/8/1962
To: RN, Paul W. Keyes, Bob Haldeman Re: Campaign Ideas. 7 Pages. [Letter], 9/6/1962
citationUrl
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Richard M. Nixon's Returned Materials Collection
Returned White House Special Files
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Richard Nixon Presidential Library
White House Special Files Collection
Folder List
Box Number Folder Number
Document Date
Document Type
Document Description
63
1
10/29/1962
Memo
To: Bob Haldeman From: Charlie Farrington
Re: Telethon Receipts. 1 Page.
63
1
11/02/1962
Memo
To: Bob Haldeman From: Charlie Farrington
Re: Telethon Receipts. 1 Page.
63
1
10/24/1962
Memo
To: Bob Haldeman From: Charlie Farrington
Re: Telethon Receipts. 1 Page.
63
1
10/13/1962
Memo
To: Bob Haldeman From: Paul W. Keyes
Re: Lessons Learned from the San Diego
Telethon. 7 Pages.
63
1
10/14/1962
Memo
To: Bob Haldeman From: Phil Acker
Re: San Diego Telethon. 2 Pages.
63
1
n/a
Other Document
Flyer for Nixon Telethon. 2 copies only one
scanned. 2 Pages.
Tuesday, September 04, 2007
Page 1 of 2
Box Number Folder Number Document Date
Document Type
Document Description
63
1
1962
Memo
Telethon News Bulletin for San Diego
Telethon on October 12th 1962. 1 Page.
63
1
09/26/1962
Report
Conference Report for D'ARCY Advertising
Company Client: Nixon for Governor
Committee From: Gene King Re: Nixon
Publicity. 1 Page.
63
1
10/08/1962
Report
Conference Report for D'ARCY Advertising
Company Client: Nixon for Governor
Committee From: Gene King Re:
Advertising. 1 Page.
63
1
1962
Report
Publicity Report and attendance sheet for
meeting held September 26,1962. 2 Pages.
63
1
10/08/1962
Memo
To: RN From: Paul W. Keyes
Re: The Bakersfield Telethon. 7 Pages.
63
1
09/06/1962
Letter
To: RN, Paul W. Keyes, Bob Haldeman Re:
Campaign Ideas. 7 Pages.
Tuesday, September 04, 2007
Page 2 of 2
INTER-OFFICE MEMORANDUM
Nixon for Governor
file
To:
Bob Haldeman
Date:
October 29, 1962
From:
Charlie Farrington
Subject:
Telethon Receipts
Distribution:
file
Following are the total contributions we have received in this
office from the various Telethons, as of the close of business
on Saturday, October 27:
Salinas
$1,669.91
Bakersfield
2,009.00
Fresno
1,207.00
San Diego
4,820.25
Sacramento
5,474.20
Oakland
370.00
Los Angeles
440.00
TOTAL
$15,990.36
I remind you that the San Francisco office is delaying transmission
of the Oakland contributions in order to list the names of the
donors - hence, the inordinately low figure reported at this time.
The Los Angeles mailing, of course, has not been out long enough
to bring any substantial return at this point.
Charlie
INTER-OFFICE MEMORANDUM
Nixon for Governor
file
To:
Bob Haldeman
Date:
November 2, 1962
From:
Charlie Farrington
Subject:
Telethon Receipts
Distribution:
file
Following are the total contributions we have received in
this office from the various Telethons, as of the close of
business on Thursday, November 1:
Salinas
$1,674.91
Bakersfield
2,011.00
Fresno
1,207.00
San Diego
4,863.25
Sacramento
5,562.20
Oakland
6,632.00
Los Angeles
1,997.00
TOTAL
$23,947.36
Charlie
INTER-OFFICE MEMORANDUM
Nixon for Governor
file
To:
Bob Haldeman
Date:
October 24, 1962
From:
Charlie Farrington
Subject:
Telethon Receipts
Distribution:
file
Following, as promised, are the total contribution receipts
from the Telethons, as of 4:00 PM this date:
Salinas
$1,659.91
Bakersfield
1,999.00
Fresno
1,207.50
San Diego
4,709.25
Sacramento
805.00
:
Oakland
-
Los Angeles
165.00
Total
$10,545.66
Please bear in mind that the San Francisco office is listing
the donors from the Bay Area before sending the contributions
to us, as they will on a day-to-day basis.
I will check the Postmasters in the other cities; although I
suspect, with the exception of Sacramento, we have received it
all. In that case, I am still not certain the delay hasn't
been caused by Chatfield's delay in changing the P. O. Box
address there, but I will check to be sure.
Charlie
Nixon for Governor file
INTER-OFFICE MEMORANDUM
To,
Bob Haldeman
Date:
October 13, 1962
From:
Paul W. Keyes
Subject:
Lessons Learned from the San Diego Telethon
mays
Distribution:
RN, Rose Mary Woods
Rose
The Boss last night asked me to pass on whatever thoughts I might have on the
telethons, and the following are my notes which I took during the telethon and other thoughts
I had after thinking the whole thing over. Incidentally, the San Diego telethon is the first
one which I have both seen and heard.
I met with the Boss soon after we were off the air last night and we chatted for
sometime about the telethon. I passed some of the things in this memo on to him and
where his approval was definitely given I'll note it for you in this note. Now, there are
SO many little things that for me to take up each item in a series of separate notes to the
individuals would waste unnecessarily, I think, a lot of everybody's time. Also, we always
face the possibility that if I sent out notes you might completely disagree with me on some
of these things, and I wouldn't do anything to create the confusion that might arise from our
conflicting opinions.
So, therefore, I think I can save time, by taking the liberty of grouping every thought
I have and suggestions in this single note to you, feeling you will follow through wherever you
think it is important.
Now, in the first place, the telethon was great. I mean as a television program and as
a device for the candidate to be seen by the people, I think, very informally and quite
warmly and as a decisive leader. I think that part of it is all plus and I am even
embarrassed to get down to some of the fine points where we might improve it. But I
think that if we always seek improvement we will gain some percentage of it.
I think the strongest point that I noticed -- I was terribly disappointed at the Boss
makeup and at his lighting. And it had to be the Boss because the others looked better
by comparison when the others were on. For example, Lloyd Nolan looked like a million
bucks. The Boss didn't look well at all. What I think we have to do is go beyond the fact
that we have discovered how to light the Boss and beyond the fact that we have discovered
the best makeup. There is no best makeup or best lighting that is completely ideal under
all situations. Because I think studios have idiosyncracies of their own. I think that
sometimes the tilt of a light or maybe we are not getting the exact wattage in each case.
But I do know that last night he looked badly. I am told by everybody that this is the first
time it has happened -- that other times he looked like a million bucks. But last night
he didn't, SO I think we have to fix it. And I think what we have to do is find a way after
the Boss is made up, even if you have to do it behind a curtain or a drape SO the studio
audience doesn't see him, I think he should be tested on that particular chain of cameras
on which he will appear on that given night.
- 2 -
Cameras, too, I think have idiosyncracies of their own and they showed up last
night to our great disadvantage. His beard was very evident. Under his eyebrows was
quite dark -- it gave him a mean look. You see, when a man, shows with dark hair, shows
a dark beard, and then if his eyes get dark too, it just makes him look mean. His jaw
line was very pronounced -- his neck was dark -- now that may be makeup or it may be if we
get some underlighting shooting up might help there. There were strong crevice lines --
vertical lines and they extended downward from either side of his nose down below
the mouth line and it was really a deep, dark crevice, and I think it looked very bad.
I think this is the most important thing because if the Boss comes off looking mean
we are all in trouble. I don't care how well he answers questions, he must be liked as the
man and we must get the warmth and the friendliness of a kind face through to them.
Also, in my talk with the Boss after the show last night he brought up the fact
that he was being shot from the wrong side. Now, I thought Dick Powell had gotten
everybody straightened out about this. The Boss was upset and he couldn't seem to get
through to the control room last night, or he couldn't get his message through or I don't
know where his confusion was. But he was being shot (and if I understand him correctly)
he said dont shoot from the left. And that being shot from the left he was practically being
a contortionist trying to twist his body SO that his better side would be shown. I would
check this out with him directly and check Joe Agnello on it, but I think it is important
if -- you see, the Boss goes on for three hours and he has got an awful lot on his mind.
Now, if he sees a camera at a place where he feels that camera is taking a wrong shot
of him, this clouds his mind and that means we are not going to get the clear, decisive
answers we need. We've got to give him a completely free mind on these telethons
so we can't have anything going on in that studio that he feels is working against him.
(Forgive me, Bob, if I tend to ramble and I know I do. It's for two reasons. I
probably go beyond my point only to make it more clear -- only to make it more clear --
believe me. The other thing is I am dictating this and dictating is foreign to me. But I
have so little time out here and I think I have a lot to do. I chose to do this by dictation
because I know it will be lengthy and just the thought of typing it is too time consuming for
me and, you know, I am a bad typist.)
Incidentally, I thought Mrs. Nixon's makeup was bad -- terrible. I don't know if
Mrs. Nixon is made up professionally or by our makeup man or by a television makeup
man. But in some shots of her last night she had very sallow cheeks -- they were almost
sunken. If she were lighted properly with makeup -- with a light makeup to fill the thinness
of the sides of her face -- she would come off much more attractively -- as we know her to be.
Now I am going to just hop, skip and jump around with isolated points.
1. Victor Jory is great. He is the most positive man I have ever seen in the Boss'
presence. I think he was just wonderful every time he came on. He has a great identify.
He talked positively for the Boss. Now, I discussed this with the Boss afterwards and he
would like, whenever we can get Jory, to use him and I think we should talk to Victor
on the side and ask him if he will redo in the future telethons the wonderful positive plus
- 3 -
he gave us last night by talking freely about the fact that most celebrities never enter
politics or publicly declare for one man or the other becausé celebrities try to reach
the mass audience and when you identify with one political philosophy as against another
or one political personality as against another you are dividing that audience. And Jory's
point, as you will recall, was "but with Dick Nixon it's worth it because we need him. "
I also think that when Victor does that the Boss can jump in and say how appreciative
he is of Victor and mention other names, incidentally. Get Victor to mention them if we can.
I think last night he mentioned Skelton. I think he mentioned Irene Dunne and Jimmy
Stewart. And maybe the Boss can throw in a couple of names. But I think the Boss should
express his appreciation for the fact that these great stars are willing to "divide their
audience" for a greater California.
I think also a very positive thing from Victor Jory is his volunteering the statement
that for 25 years he has been a Democrat and that he always voted Democratic. But,
he has, I think he used the words, "now I have learned the mistakes of my past and I am
going for Dick Nixon all the way. " That's very good for us.
2. I think Coleen Gray was excellent. See, we may think she might be too bubbly but
the audience likes that and we need some youth, some girls, some prettiness on the show.
I think she was very good. I think that the plug she did for "Six Crises" and the way she
brought it up so completely voluntary and spontaneously was good. And if we use her again
I'd like to see her do the "Six Crises" plug again, because if, as you recall, I think
she said that anybody who read it would vote for the Boss. Well, that's very positive
for us. And if we can get her again, and if you all agree that she's good for the show, I
would urge her to do the "Six Crises" plug. If not, I would try to get some other star to
do it for us.
3. Let's talk about Rex May. I think he's great. I think he's the best choice we
could have made. I think he is perfect for our needs -- he is the greatest floor-manager
on camera I have ever seen in my life -- he is personable, he is young, he is friendly, I
think he is too friendly on the pitches for funds. I think that we have got to lay into them
a little more, but all around I thinkhe is the best we could have done and I am very
happy with him. I think that in his introduction to RN at the very beginning of the show
there ought to be some catch phrase there. More than "now here's the next Governor of
the State of California. " Now, I would check Steve Hess on this because I have given Steve
a variety of little introductory lines for the Boss. And I think something nice, poetic, some-
thing -- a catch phrase to introduce the Boss would be good.
4. This is just a small touch, but I heard the Bakersfield telethon and I, of course,
saw the San Diego telethon and in both cases you had Nixonettes at the beginning introduced --
you know, remotely, at a distance, just a long shot of a group of Nixonettes. Well, that's
practically like taking a still picture and I think you ought to get some animation into it.
So, I think when the Boss says whatever he does about these lovely Nixonettes he winds
up by saying "let's give them a hand. " I think at that point let all the girls take thei r hats
off and smile and wave into the camera, because otherwise the way we are doing it now we
are shooting six or seven Nixonettes who are standing there very self-consciously as they
- 4 -
are applauded. So, to repeat, animate them. Tell them when the Boss asks for
applause for them and the audience breaks out in to applause, that they should all smile
and be appreciative of it and take their hats off -- their little white straw hats -- and
wave them in the air. I think it would just brighten that scene a little.
5. I think the camera work is great. I think the idea of most of the angles are
good. I think the idea of shooting Victor Jory as he reads a question and then panning
to the Boss as he answers is -- I know it's a tough job for three hours to keep it animated
camera-wise, but I think Joe Agnello really does a great job on that. Incidentally, the
long shot that Joe has when he will have a two-shot on the person asking the question
and the Boss, and then as the question is asked and the Boss takes over to answer, Joe
dollys in slowly to a medium or close-up of the Boss I think that's very effective.
And Joe should be told -- please do -- I think he's very strong.
6. I think in the Boss' opening remarks he should take some pains to explain to the
audience that he has no notes, no devices of any kind, no prompting of any kind. He
should make it clear to the audience that he uses no teleprompter, that he uses no cue
cards and that he will answer questions for the next three hours from knowledge alone.
I think that's important because we have the image of Brown with all of his ghost
writers and his cue cards and as the New York Times says, Brown reads his own answers.
(Rose: Will you please isolate this from this note and call it to the Boss' attention.
I think it is terribly important. Also -- we could have a question asked about this. Thanks)
a questioner
7. I think the idea of having/ pre-set with the Boss during Rex May's half-hour
wrap-ups and whenever possible is very good and it keeps the pace of the show really
jumping.
8. Regarding those half-hour wrap-ups -- that "Dick Nixon in the last half-hour has
answered such and such and such and such, " that is a very effective device. I hope we
never lose it.
9. Regarding pitches for funds. As I said earlier, I think Rex May in an attempt
to be friendly and informal overdoes it just slightly on the pitches for funds and we get
a watered-down version. We are not selling the great need that our party has for money to
get Dick Nixon elected Governor of California. And until we sell a need for money -- a
serious, vital need for money -- and the fact that we seriously lack money we are not going
to get contributions on any large sacle on this friendly, informal pitch. It's soft pedalled
too much right now.
Now, John Payne did one last night and he read cue cards. But (1) John Payne is
a very bad cue card reader, (2) he hadn't rehearsed enough, (3) he fluffed it like hell.
Now, I think if we are going to ask these people to do that kind of pitch for us we ought
to make very sure that they are well-rehearsed and that it's going to come off as a
serious, meaningful attempt to get money. We can't do it on a throw-away basis and if
there is a problem with movie stars who won't rehearse or don't rehearse that much, then
let's get them all back to Rex May and work more with him on it.
- 5 -
10. Consider this. It might well be worth our while. But I think that -- at the
end of every half-hour now we have two things working for us. We have the half-
h our wrap-up which leads into a pitch for funds. Well, I think then we could add another
ingredient there and do it at the end of every half-hour. And that would be to ask all
viewers who are watching to please call a Democrat friend and ask him to tune in and
hear Mr. Nixon's views on the issues facing California today. I don't think we have to
make a big point of this but I think just very informally, I think, May could say, "for
those of you who are watching and who are interested in Mr. Nixoi's views and his plans for a
greater California, if you would like others of your neighbors to hear these views
won't you now call a friend. (Maybe we don't have to say Democrat). Call a friend and ask
him to tune in."
11. Now about the Boss taking phone calls directly. Last night in three hours the
poor man was only on his feet three times and I think that is a bit rough. I think it is a
bit rough on him and it makes for a very static show. I think it's good for the Boss to
go over occasionally and take a phone. I think it is bad, however, if he accepts a question
over the phone. Because it can be an antagonistic question and also the attitude of the
caller, if it were a wise guy, could rattle RN a little. You understand what I mean?
If you get some wise guy who, you know, let's say he uses profanity or something.
"Who do you think you are running for Governor?" Something like that could really throw
the Boss. Therefore, I think the Boss should be told that it would be good for him when he
wants to go take the phone and here's what he would do then -- he doesn't give the
caller a chance to get started. As he did in San Diego, he should say, "Hello, this is
Dick Nixon. I am very happy you called tonight and I would be happy to answer your
question, and now I will give the phone back to our operator who will be happy to take your
question. I'll answer it later. Thank you. "
Now, you see that's good. Somebody has talked to him. That will help us get
more cal ls because I think the fact that the possibility a viewer might wind up actually
talking to the candidate on the phone will cause more calls to come in, and I think if
he handles it that way he avoids getting trapped into a question or into some unfortunate
incident on the phone.
12. I am sure you realize that Bill Lundigan was drunk last night. He was, as far
as I am concerned the weakest of the stars. And I think if that is a problem we better
either level with him and tell him to cut it out or drop him. We can never, never gamble
the embarrassment of another Wendel Corey incident. Incidentally, regarding Lundigan
though, I think the pitch he did about the Cancer fund and giving to other funds voluntarily
etc. was very good. The fact that we arefree to make contributions -- and that set the
Boss up for a very good informal warm talk. I think that was good.
13. I don't know if you noticed it but one thing that bothered me about last night's
telethon was that in each case the drapes -- the back drops -- the back drop and the drape
behind the Boss' desk and the other one behind where Rex May did his wrap-ups and fund
pitches -- in each case these drapes were almost face color. They were a beige or
a light tan or something and the hue in black and white television was SO close to the hue
of the face that the face tended to melt into it. And I know we are dealing with small stations
and small set-ups but a thing like that -- it is a negative SO I think we should try to fix
it in the future.
- 6 -
14. To get back to Rex May's pitches for funds. There was one thing he did last
night which was very good and I think we could expand it and use it more frequently. The
pitch that he did at 10:35. He said that giving to the candidate of your choice should be a
personal issue. In other words, that people should personally involve themselves and that
this is more than the election of Dick Nixon for a greater California, it should and must be
a personal issue with every voter. That personal issue idea is very good because if we
can give the contributor the feeling of being involved, we will get more money.
15. I don't think there were enough light or humorous questions in last night's
show. I don't think there were enough purposefully warm ones. The way it worked
out, fortunately, there was great warmth in the show. But the Boss created it all b y
himself. It didn't stem necessarily from questions. He did it. He was warm and he
expressed it, and he did it magnificently. But I think the questions -- if we could get
more in -- I think that would help us. I don't mean that they have to be throw-away
questions either. But I do think that they could be better spaced.
16. Another thing Victor Jory did that was I thought very strong for us and that
we should ask him to repeat was the fact that people say to him, "what do you get out
of working for Dick Nixon, " and his little talk on that was very effective.
17. I think the guests were handled magnificently. I think the political candidates
who appeared last night were treated most generously by a man of Mr. Nixon's stature.
I think that whole areà has been completely solved from our primary telethon.
18. I think that you must read some telegrams. I don't recall that any were read
last night. Maybe a few were, but I think from time to time you have just got to say here
are some telegrams, and read questions from telegrams. Because I don't think it
is fair for three hours to occasionally flash on a super-imposition of Western Union and
urge people in that way to send their questions by telegram and then ignore them because you are
going to create frustrated viewers. And I think, therefore, telegrams should be read
occasionally and identified as telegrams. Maybe we read many last night but they
weren't identified as telegrams.
19. Incidentally, if we have to stop for five minutes of news in other markets
as we did last night, tell the local announcer when he rejoins us, never to say what the
man did last night, when, at 11:05, an announcer off camera said, "And now we return for the
conclusion of the Nixon telethon. 11 Lose that word "conclusion."
I think Coleen Gray's pitch for funds was very, very, very well done.
20. Oh now, Rex May. I think Rex May should read some questions for the Boss.
Even if they are only one or two. Because I'll tell you what happens, in my opinion, with
Rex May. You are creating a very likeable warm guy. Now May, next to the Boss, is in
and out of there more than anybody but always as a utility man with a specific function of
bringing somebody on or getting somebody off. And I think that he is SO personable that
the viewers grow to identify with him, and I think they like him SO that I think after the
first hour Rex ought to come in once in a while with three or four questions and say, "Dick
in a minute Victor Jory will be back but I have three good questions here. I'd like to read
them to you. " Because you see, May knows what we want and he will spark the pace of the
- 7 -
program. And I think we have a valuable property in Rex, and therefore I think we should
use it in this way. Givetthe people what they want, and I am sure that people who stay with
our telethon want more of Rex May. And I think that he is SO free and easy he would be good
with the Boss. Because he is not out to prove anything, and he is there to help the Boss.
He knows our goals and our aims. Therefore, please occasionally let him sit down with
three or four questions.
21. Another thing regarding Rex May. I think this for a change of pace. We shot
that studio audience last night and they were pretty good to sit there for three hours. I see
nothing wrong at all with having Rex May go out there with a hand mike, maybe once or
twice during the evening, and let him ask, you know, "hello, how are you, " or something.
The Boss can go with him. Let him come and get the Boss and say, "Dick, why don't we
go say hello to our studio audience now. " And let May go out there. And then you've got
May to guide the Boss and get him in and out quickly SO that the Boss doesn't get involved
with anybody in the audience. But I think that he would be good out there and I think it's
worth a try to see if we get the feeling that we want out of it.
22. I think that regarding fund pitches now -- I think it would be a good idea and the
Boss liked this idea. Let's get a little youth and brightness and attractiveness into this
program. We are using older type movie stars. The program is oriented for older
people and I think that we would help ourselves get a little money if we took two Nixon-Airs,
get two pretty young girls, as they are, and in their outfits. Now, you have the feeling of
volunteers working for you because they have been established as volunteers and I think
if you got two of them and worked out a joint pitch for funds SO that you get two of them
on and they play off each other -- give them a minute someplace in the show and let them
together ask the people to send money to help send this "great man to Sacramento. " I think
it would brighten the show a little and I think we need a little enthusiasm and a little
youth and vitality -- a pretty girl isn't going to hurt us at all in a spot like that. I think
we should do it.
23. Towards the end of the show last night there was a long shot showing the Boss
as he was greeting the movie stars, saying good night to everybody and there was a camera and
a camera man in the shot. At least the camera. It was from way back and I liked the shot.
It is pure television. We are doing a television show at a television studio and I think
maybe that might not be a bad shot. Once in a while. To get way back and show another
camera, and show that we are in a studio. Admit that we are doing a television program.
24. Oh, one other thing. On all the pitches for funds I think it would be a good
idea if we add "pledge your dollars and your votes. " Include votes in that -- "pledge your
dollars and your votes" to send Dick Nixon to Sacramento for a greater California.
25. I think that the Boss' sign-off is effective and very good for us. Always be
sure you leave him time -- and I think it's very good -- he gets emotional -- he gets
involved and this vision of California -- the future of California that he paints is great.
We should do it always.
PWK
INTER-OFFICE MEMORANDUM
Nixon for Governor
file
To:
Bob Haldeman
Date: October 14, 1962
From:
Phil Acker
Subject:
San Diego Telethon October 12
Distribution:
First, let me express my appreciation for the fine assistance rendered
by all of your staff.
I should like to make several suggestions which may be of some constructive
assistance for future telethons.
1.
Organization of Committee;
We do not advocate a very large committee. However, we erred in not
having sufficient people. This created many problems that John and I had to
follow through on -- thus losing some valuable planning time. Also, I believe
we did not realize the magnitude of details -- it seemed simple at first, but
did not quite turn out that way. These details will be discussed under
subsequent headings.
2.
Advance Publicity:
a.
We had difficulty getting promotional releases in daily papers
due to the heavy play of other RN news. Los Angeles was helpful in getting
special interview with TV and radio editor of Union for Lloyd Nolan.
Recommend local people spend time buttering up city and political editors.
We apparently didn't do enough of it.
b.
Earlier knowledge of stars arrival time and their biographies
C
and pictures. We never received biographies or pictures -- thus lost opportunity
for publicity.
c.
Billboard snipes on telethon were not readable more than 1/2 or
1 block away. We drove by several boards and this was always true. Thus,
C
their effect was lost.
Recommend different snipes.
d.
Newspaper ads were excellent.
e.
Local people should arrange and pay for, if necessary, inside
reader bus cards. We found them effective.
- 3 -
8. Need for local issues to be written up and where to send them.
9. Need for background write-up of local people and candidates
who will be questioning RN and distribution of same.
7.
Telephone Answerers
a.
Do not try for too many, unless one person on local committee
has nothing else to do but get them. It takes longer than you think.
b.
More emphasis on working types.
c.
Do not add phones, as they did in San Diego, unless local people
know -- particularly man in charge of this operation. Let local person in charge
make selection of who manns additional phones.
8.
Telephone Blitz
Sell this on the basis of dry run for get out the vote telephone blitz.
- 2 -
3.
Mailing:
a.
Attached please find insert (used 65,000), to be placed in
mailings not specifically set up for telethon.
b.
Had some difficulty getting from Los Angeles special telethon
C
mailing stuffers. Letters arrived one day -- envelopes and cards next day.
Arrived later than promises - thus upsetting our schedule.
Recommend special mailing go out to arrive not less than 8 days before
telethon, unless having good luck getting stories in papers.
4.
Studio Audience:
a.
If local people want to change audience during the show, a local
personal should work out change-over details and be there to execute them.
Our people wanted audience change and thanks to Ray Arbuthnot it was successful.
If he hadn't been there it would have been miserable.
h.
R
Need clackers in audience. In San Diego the second audience
didn't applaud, probably because they thought they shouldn't.
5.
Transportation
Nick
a.
Do not insist on Buicks or Olds as they are sometimes difficult
to
obtain. Should be sufficient to give general requirement of type of car.
b.
Fuller explanation on why advance man is to be in charge of
transportation.
6.
Advance Men:
a.
All advance men should meet together initially with local people.
b.
Set up, on day of telethon, a manned message center. This
would assist in contacting people (local and advance men) and facilitate getting
questions answered.
c.
Advance man should know initially:
1. Arrival time and place of RN and PN
2. Will PN be available for other activities including telethon parties
3. Do you want airport rally for RN
4. Definitive instructions on use of Nixonettes during telethon
5. P. O. Box key to be given to advance man.
6. PN advance man needs to contact local people earlier on her requirements.
7. When and where do candidates and telephone answerers get briefing.
Particularly important SO local candidates do not schedule something
else when they should be getting briefed.
NO HOLDS BARRED TELETHON
see, hear Richard Nixon
will answer
all questions on any
DON'T MISS THIS TELETHON
subject. Do you have
HEAR IT ON -
a question? Send it on
KFMB-AM - RADIO 540
a postcard to:
SEE, HEAR IT ON -
NIXON TELETHON
P.O. BOX 1626
KFMB-TV - CHANNEL 8
San Diego 12, California
9:30 P.M. TO 12:30 A.M., OCTOBER 12
TELETHON NEWS BULLETIN
The San Diego Nixon-Telethon will be seen on KFMB - TV Channel 8 and can also be
heard on KFMB radio Friday evening, October 12th, between 9:30 PM and 12:30 AM.
Mr. Nixon will answer in a No - Holds Barred manner, questions phoned or wired
in that night or written in before hand.
This direct person-to-person approach will convince viewers and listeners of the
need to change Sacramento leadership - it will help to assure a COMPLETE
REPUBLICAN VICTORY !!
A number of Telethon committees have been activated and are working hard to pub-
licize, to arrange Telethon coffee parties, to conduct a telephone blitz, to
distribute reminder literature and to mail out 20,000 special announcements.
YOU CAN HELP arouse interest in this most important single event in the Nixon
campaign.
Your cooperation is requested to place immediately, commencing October 1st, the
enclosed cards in windows or on counters of business establishments or profession-
al offices in your area.
The importance of this request cannot be over-emphasized - because the blanket
coverage it will provide, coupled with the constant reminder to the thousands
of people who will see these cards - will be of immeasureable help in attracting
viewers and listeners for the Telethon.
Please report the success of your assistance and the need for additional cards
to :
Dorothy Davis - BElmont 4 3691
WORK TOGETHER- FOR SUCCESS TOGETHER
Phil Acker
Co-Chairman for Nixon Telethon
confèrence report:
D'ARCY ADVERTISING COMPANY
INCORPORATED
2772 FOURTH AVENUE
San Diego 3, California
client: Nixon for Governor Committee
date: September 26, 1962
from: Gene King
present for client: Mr. Phil Acker
Mrs. Dorothy Davis
present for agency: Mr. Gene King
NIXON TELETHON
Publicity for the October 12 Nixon Telethon was discussed and a tentative
schedule of stories was approved. The first release, with a hold for re-
lease until October 1 tag, will be mailed September 26. A second release
on the Telethon chairman will be mailed October 3. Other releases will
include an announcement that the Telethon will be broadcast on KFMB radio,
suggested editorials, biographical information on Mr. Nixon and Mrs. Nixon,
etc.
BUSCARD PUBLICITY
The agency has already contacted the Transit Advertising Company and re-
ceived a donation of 150 inside buscards to be installed as soon as printed.
California Printers will print the cards.
COUNTY NEWSPAPER PUBLICITY
Mr. Acker will call an October 3 meeting of Nixon workers from throughout
the County. Photographs will be taken of various workers and Mr. Acker
or Mr. Starkey for distribution to County newspapers.
G-2 5M 3-61-C
conference report:
D'ARCY ADVERTISING COMPANY
INCORPORATED
2772 FOURTH AVENUE
San Diego 3, California
client:
Nixon for Governor Committee
date:
October 8, 1962
from:
Mr. Gene King
present for client:
Mr. Frank Thornton
present for agency:
Mr. Gene King
BILLBOARDS
E1 Cajon
The proper materials for the 30-sheet billboard on E1 Cajon
Blvd. were hand delivered this morning and were to be posted today.
Market Street
A 6-sheet billboard was to be posted today on a building on the
north west corner of Third and Market Streets.
Foster & Kleiser is charging $10.00 to post each of the above mentioned
billboards.
Ash Street
There is not enough flat building space to post a billboard on
the Third and Ash Street building. Perhaps the location could be
uwed for small Nixon signs.
NIXON TELETHON
KFMB-TV Promotion Director, George Stantis, has informed the agency
that no promotional coverage will be given the Nixon telethon. Any
coverage given falls under Section 315 and means that the opposition
will be offered the opportunity of equal time.
Lloyd Nolan and Victor Jory will arrive in San Diego Thursday, October
11 for personal appearances in conjunction with the Telethon. Tentative
plans call for appearances Thursday evening on Harold Keen's interview
show. Mr. Nolan and Mr. Jory will appear on Channel 8's SunUp Show
Friday morning October 12 and each will be interviewed separately for
use on KPRI-FM.
For obvious reasons, KOGO-TV (Channel 10) will not participate in any
way to promote the Telethon.
Press releases are being issued almost daily and we have been moderately
successful with their placement in local newspapers. The Union and
Tribune are allocating as much space as possible in light of the heavy
volume of political news.
G-2 5M 3-61-C
FIRST MAJOR MEETING OF NIXON FOR GOVERNOR COUNTY WIDE COMMITTEE ON NIXON TELETHON
HELD SEPTEMBER 26, 1962
CO-CHAIRMEN : JOHN STARKEY - PHIL ACKER
Attending the meeting held at 10:00 AM in the office of John Starkey were the follow-
ing:
Dr. O. Doyle Dannenberg
Mr. Frank Nicol
707 S. Escondido
871 Moana Drive
Escondido - SH 5 5412 (bus)
San Diego 6 - AC 2 7349 (res)
736 S. Chestnut - SH 5 5374 (res)
Quinn-Hornaday Co. Spreckels Bldg.
BE 9 0172 (bus)
Mrs. Pearl Mosier
8318 La Mesa Blvd. La Mesa - HO 5 3077 (bus)
Russell F. Fields
8998 Alpine - La Mesa - HO 6 0774 (res)
5341 Chelsea - La Jolla HU 8 1425 (res)
Mrs. Olive Peoples
Mrs. Dorothy C. Davis
620 C St. Pacific Telephone - 235-6302 (bus) 1179 - 5th ave. San Diego 1 - 234-3691 (bus)
5472 Hewlett Drive - San Diego 15 - JU 2 2996-814 Moana Dr. San Diego 6 - AC 2 6969
Mrs. Rachel Wyllie
Mrs. Cynthia Laird
2425 - 3rd Ave.
1250 - 5th Ave. Rep. Cen. Hq BE 2 6701 (bus)
San Diego 3 - BE 2 0594 (res)
517 Pomona - Coronado - HE 5 6751 (res)
Mr. Robert Harman ( & Lois Decker, Sec'y)
Mrs. C. Earl Gustafson
7723 Herschel - La Jolla - GL 9 1076 (bus)
851 San Antonio Pl. San Diego 6
8720 Glenwick Lane - La Jolla - GL 4 7754
AC 2 8591 - AC 2 2530 (private) Res)
Mr. Richard Vail
Mr. Phil Acker
1250 - 5th Ave. Rep. Cen. Com. Hq - BE 2 6701 Civic Center Room #356 - BE 9 7511 (bus)
3034 McGraw - San Diego 17 - BR 8 5632 (res)
2720 Chatsworth - AC 3 7386 (res)
Mr. John Starkey
1122 - 4th Ave. San Diego 1 - BE 9 9106 (bus)
828 Coronado Ct. San Diego 8 (res)
Also concerned with the Telethon but unable to attend were the following:
Mr. Robert Walker - Republican Associates
Mr. Curt Rottke - Precinct Chm. Rep. Cen.
875 W. Hotel Circle - San Diego - CY 6 2903
8032 Donzee - San Diego - BR 7 4846 (res)
Mrs. Eleanor Ring
1250 - 5th Avenue - San Diego 1 - BE 2 6701 - (bus)
801 Tolita - Coronado - HE 5 4524
The meeting was attended by H. Blake Chatfield, Los Angeles Co-ordinator for the
Telethon. He distributed a brochure for the Win With Nixon Telethon to the
Committee Chairmen.
The following Committees have been appointed:
1. Publicity - Phil Acker - assisted by Gene King of D'Arcy Co. 2772 - 4th Ave. CY 74081
2. Special Mailing - John Starkey - Dorothy C. Davis (Hqtrs Sec'y)
3. Outdoor Advertising - Phil Acker
4. In-Store Advertising - Phil Acker - All Area Headquarters Chairmen
5. Nixonettes - John Starkey - Mrs. C. Earl Gustafson
6. Motorcade - John Starkey - Phil Acker
7. Telethon Parties - John Starkey - Rachel Wyllie
8. Telephone - John Starkey - Russell Fields - Olive Peoples
9. Survey - Phil Acker - Robert Harman - assisted by Gene King
10. Reminders - (Nixonettes - see above)
11. Transportation - (For Nixon) John Starkey - Phil Acker
1. PUBLICITY : THE "WIN WITH NIXON" TELETHON IS THE MOST IMPORTANT SINGLE EVENT OF
THE CAMPAIGN IN SAN DIEGO COUNTY !!
Page two - Publicity - Contd.
THE TELETHON DATE IS OCTOBER 12th - CHANNEL 8 - TIME: 9:30 PM - 12:30 AM
THE TELETHON ORIGINATES L I V E FROM THE CHANNEL 8 STUDIO !!
THERE IS TO BE ABSOLUTELY NO PREVIOUS PUBLICITY ON THIS UNTIL THE PUBLICITY CHAIRMAN
RELEASES THE INFORMATION TO THE PRESS. THE SUCCESS OF THE ENTIRE TELETHON DEPENDS
ON THE TIMING OF THE ANNOUNCEMENT! ALL PUBLICITY RELEASES M U T BE MADE THROUGH
PHIL ACKER.
2. Special Mailing : The San Diego Nixon for Governor Headquarters will provide and
mail 35,000 flyers announcing the Telethon in conjunction with their present mailing.
They also will provide 20,000 addressed envelopes carrying the letter and return
postal card (material to be supplied Prepaid by Los Angeles Headquarters.) San Diego
Headquarters to pay for envelopes and postage and assume responsibility for addressing.
The 20,000 mailing will be sent to a cross-section of Republican, Non-Partisan and
Democratic voters.
3. Paid Advertising : (in news media) To be placed and paid for by Los Angeles
Headquarters. The San Diego County Committee, if possible, will place ads in media
not covered by Los Angeles. Billboards to be paid for by Los Angeles. Paid adver-
tising will consist of display ads the day before and the day of the Telethon in
local newspapers.
4. In-Store Advertising: To be headed by Phil Acker and all Nixon area headquarters
chairmen. ( 1/4
cards to be supplied by Los Angeles Headquarters.)
5. Nixonettes: We will have approximately 60 Nixonettes, plus Young Republicans and
Tars distributing 15,000 reminder sheets, supplied by Los Angeles. This reminder
sheet will be in pad form and be distributed in both the city and county areas on
October 12th.
6. Motorcade - Several small cavalcades of cars driving throughout the city carrying
advertising about the Telethon.
7. Telethon parties : Mrs. Wyllie has a list of about 60 ladies who will be holding
coffees and TV parties that night. It was urged that any and all persons interested
in giving such parties contact Mrs. Wyllie. It was suggested that people with ques-
tions for Mr. Nixon, who are attending the parties, mention this fact when they phone
in a question: for example: II I am attending a telethon party in the home of Mrs.
John Doe, etc." - it is hoped that all telethon party questions will be so prefaced.
8. Telephone (Telethon Blitz) : Russell Fields and Olive Peoples have plans for this
which they will coordinate with John Starkey. The idea being to reach a maximum
number of people by phone, promoting the television viewing.
9. Survey : Phil Acker will set up the plan for the survey in conjunction with the
two Co-chairmen. He advised the survey would cover from 9:30 PM to 10:30 PM.
10. Reminders - (Nixonettes)
11. Transportation: Phil Acker and John Starkey will be responsible for transporting
the candidate and his party from the airport to the Channel 8 studio and back to the
airport.
We would urgc every Nixon Headquarters, Local Candidate Headquartors, and every
Republican area Headquarters (with the assistance of Precinct Chairmen) to remain
open on October 12th with a very informal open house and television - it was suggested
that all TV dealers be approached in all areas of the county to urge them to set their
free TV viewing (in TV store windows) on Channel 8 at 9:30 PM. Possibly quarter-board
posters advertising the telethon could be installed on top of each of those free view
TV sets.
It was indicated there was a possibility that questions that were not answered on the
Telethon because of lack of time, would be answered afterwards from the Nixon Los
Angeles Headquarters.
If help is needed through Precinct organization please contact Cynthia Laird or
Frank Nicol. For specific area Headquarters information contact Dorothy Davis or
Connie Moore at Nixon Headquarters, phone 234-3691.
INTER-OFFICE MEMORANDUM
Nixon for Governor
file
RN
October 8, 1962
To:
Date:
Paul W. Keyes
From:
The Bakersfield Telethon
Subject:
Bob Haldeman/Dave Hunter/Stave Hess/Murray Chotiner/Rose Mary Woods
Distribution:
I am writing this after hearing the audio tape of the Bakersfield telethon.
First and foremost - I think it was a great program. It has the 'feel' of excitement.
The announcer is extremely capable -- and is obviously of great assistance to you in running
the show. He is in command - and we needed that.
A few things could be helped, I feel, and I shall cover them as briefly as possible.
I think we need a bit more 'spirit' in the opening.
If you are going to have Nixonettes at all openings, I think you should talk to one or
two of them -- if only to ask their names and addresses. It's good 'local' color - and
warmth for you.
I certainly don't feel you should have as your first question on a telethon which has
been pre-described as a 'local' telethon a National-oriented question. I refer to the first
question in Bakersfield - re General Walker.
Now, I realize by getting at the far right early -- and using Walker as a subject
angle -- I realize by doing that you may discourage a lot of calls on the subject of the
Birchers -- but I don't think your first question should be based on an out-of-state happening.
In short -- the first few questions should definitely be about California's problems --
problems with Brown -- and some positive statements from you about how you will rectify the
mess in Sacramento.
- 2 -
A good early question should be a rewrite of the
'WHY DO THE COMMUNISTS HATE YOU so MUCH?'
That's a good question and it allows you to reach into the past and lean on a
strong identity.
But I think you should have gone one step further and you should include this
angle in future answers when the subject comes up.
Here is a great chance -- while talking about why the Communists are against you --
here's the ideal opportunity to let the word fly that they have had an underground whispering
campaign against you ever since the Hiss Case.
We are all constantly faced with the type of voter who says: 'I don't like Nixon --
I don't know why but I don't like him -- I'm always hearing bad things about him.'
Well -- let's try to erase this image by laying on the underground which we know
exists and which is dedicated to damage by innuendo.
Mention their desperation - the desperation of the left wingers which has
traditionally been to discredit you by every means. And that they stoop to the lowest levels
to smear and whisper lies about you. It is important, I think, that you get this fact out for
public consumption.
Another good question for the first half-hour is the narcotics question - - because
it gives you an opportunity to voice your sound, strong opinions - to be a 'leader' --
and still to introduce some emotionalism into the show by discussing the dope problem in
relation to these sweet little Nixonettes.
People at home will identify and be moved by your courage here to then demand the
death penalty for big-time dope peddlers.
- 3 -
Incidentally -- I think the announcer should definitely include in his introduction
to you
'Once in the lifetime of every state a leader is born
destined to lead his state to greatness - ladies and
gentlemen - California's man of greatness is here tonight --
our next Governor - Richard Nixon'
I think the way the guests are hurried into their role as questioners is very, very
good but in the case of a political guest (not the Hollywood people) -- I think the
political guests should have their names mentioned again when they leave. Late tuner-
inners may tune into the program with the political guest already on and may never know
who it is. This is especially important when such a guest is also a candidate.
Rule: As political guests leave -- their names and identities should be announced.
I notice the studio audience applauds at the end of EVERY question. I think that is
good but I think once or twice during the telethon you should lightly tell them they don't
have to lest it appear they have been asked to applaud each answer or, worse, that
they are doing it on cue.
I don't think you should get into the 160-acre limitation as soon as you did in
Bakersfield. It's a dull subject and unfortunately requires a lengthy answer - therefore,
it is not a good one for the first half hour.
I would cover the Cuba question each time - because when you say you would back
President Kennedy on firm action re Cuba you are attracting Democrat cross-overs --
or at least making them feel less 'guilty' by being Democrats but voting Republican.
these people, whom we need, will be encouraged by your support of Kennedy in this oblique way.
On answering the CDC question you wound up by saying "Brown has called the CDC
his strong right arm -- I only hope he's left-handed."
- 4 -
Good.
But I would add -- "I only hope he's left handed - because the CDC certainly 1s. ,
I think we can express party unity in the telethons by having in each one - telegrams
from leading candidates on the ticket which you read aloud. This is a good plus for them --
a show of teamwork and unity by you.
This was effective in the Christopher telegram read into the Bakersfield telethon --
but should be expanded to include others.
When you answer questions about school construction. when you make your
point about raising teachers' salaries instead of fancy buildings I think you could sum
it up concisely with the phrase
"In short, I am interested in building young minds - not fancy
buildings."
When you begin to answer a tough question -- I think it is good to address the asker
by name
as you did with a Mr. Sloan in Bakersfield.
you said:
'Mr. Sloan - listen here'
That's good - and sets you up for an aggressive answer then you need it.
Incidentally - all the guests who come on to ask questions of you should have it
'gently suggested' before the show -- when they get a 'hot' question -- they should set it
up by saying something along the lines of
'Here's a real tough one, Dick'
or
'Here's a loaded one, Dick but you said you'd answer any and
all -- so here it is...'
or
'Get set, Dick here's a hot one'
Etc
- 5 -
This is good, for it will create an exciting atmosphere -- but more importantly -
it will justify RN's coming on real strong in his answer.
Incidentally - on hot, tough questions - those are the ones you should address
to the asker by name.
When you discuss questions of doing things here in California -- and not sending
our problems to Washington for solution - you might break this down into dollars and
cents in this way:
"I believe when Californians want to spend two dollars to help
our state - we should only have to spend two dollars - and not
spend three or four -- with the excess being lopped off and hel d
in Washington as the price we must pay for bureaucracy."
I believe the PITCHES FOR FUNDS are weak - done without conviction. As you
know, I don!t think we should hit the viewers over the head with demands for money -
but we also cannot so underplay as to render ourselves ineffective.
I still feel the strong part of our pitch should be the idea of 'joining with Dick in
his crusade for a greater California'.... and the idea of 'be a partner with Dick Nixon.'
These pitches must be done better -- with more conviction and enthusiasm.
Now, on the other hand -- 1 think the one Cesar Romero did was very effective -
I'm told he had cue cards -- and really sold.
The announcer seems to paraphrase - but he has rekixed the approach so much --
I believe it is too watered down.
I think each strong political guest should be asked by you:
'What do you find the people are most interested in in this
campaign -- what do you think is the major issue facing the
voters in this election?'
- 6 -
Because -- no matter what he answers -- you can comment on it -- but the
'conversational' by-play of this will be a relief from the many, many direct answers
which you are forced to deliver one after the other in the regular telephone questioning.
In other words -- there can be conversational by-play with the guests a a a change
of pace - but by asking the questions I suggested above -- you will be gaining in subject
matter in the ad libbing - as against small talk which has no bearing on the campaign.
I liked the once or twice you took a phone call direct -- and answered the caller
yourself.
I think you should do this more often -- it gets you up on your feet -- and provides
a change of paee.
Also -- there is a certain air of informality (which we need) by having you walk over
and take a few calls direct every now and then. It gives you a crack - a 'warmth' by being
nice to a caller - I am certain the fact that you take calls directly occasionally will spur
many calls we might not otherwise have received and as an extra -- it gives you a crack
at a little by-play with the girl who has been sitting there answering.
Obviously, these are all minor points when you consider these deal with a
THREE HOUR PROGRAM.
I think the Telethon was very, very well handled. It sounded like a good, sound show --
and served as an ideal framework for your views.
Our problem will always be -- the lack of strong questions - but we have certainly
come a long, long way from the Primary Telethon.
Respectfully,
PWK
- 7 -
P.S. I have asked Marje to attach to all copies of this note a reissue of a note I sent on
September 6th. While there is nothing in particular in the memo that deals with the telethons --
I feel the philosophy of 'WHAT'S IN IT FOR ME' which 1 Probed at should be in the back of
your mind as you approach future telethons.
You will be talking to millions of people yet on the remaining telethons - and
some of the approach I suggested in the September 6th memo could be of great value in
shaping your thinking and answers.
RN
September 6, 1963
Paul W. Keyes
Bob Haldsman
As you realize, I am a political novice. I know nothing of the mechanics of a
campaign - bast rather do have some feeling for what would cause my vote to be
attracted to one candidate over another.
And since winning of an election is the reward given to that candidate who
attracts more votes than his opponent - I think It is useful for a minute to break
down the mass psychological appeal which will have the most effect for us.
My father was a working man and a realist all of his life. On any tesue that
came up, his guide to a decision was always:
'What's in it for me?'
I believe our approach in this campaign should reflect the attitude, which I
believe exists in many, many minds and which is the yardstick by which all too many
of our voters will measure their vote:
'What's in it for me?'
If you can stand my running on a bit about this, I would like to probe this on
paper with you. We know that man's first reaction is self defense - self preservation,
and applying this to his voting inclination, he will vote for the man who promises him a
better life.
- 2 -
The Democrate have operated on this theory for years - their give-away
promises, if fulfilled, would have had us all in a Garden of Eden long ago. But they
only promise and they promise results without giving specifies on means of attaining
them. Then, after elected, they all fall back on the excuse that what they promised
is now undeliverable because of high costs or (as in the case of medicare) they claim
Republican Obstructionism 'has again voted against the need of the common man!'
To go on, certainly labor's hauvy Democratic Party orientation is based
heavily on
'What's in it for me?'
And It is in this one heavily concentrated area. that of labor - where our
party suffers most from a basic misunderstanding of what we stand for.
In my opinion, the guy with a shovel in his hand struggling to make a livi ng
his his own interest at heart. His first consideration is and must be the survival of
himself and family. His need for survival will even superseds his union's dictation
of how to vote.
He then, this guy with a shovel in his hand - and there are millions of them -
will cross party lines and vote for the man who is going to give him personally the
"best deal.'
Traditionally be has voted straight Democratic on the basis of survival -
because of the Democratic Party's irresponsible, impossible-to-keep promises hurled
at him from every platform, and all the while be has laughed at the Republican Party's
lofty claims of statesmanship which fall to spell out to language he understands just
exactly in his payemislope,
shop
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Again, be has asked both political parties
'What's in it for me?'
And the Democrate have rushed at him with empty promises which he believed
while we have talked over his head in Language be doesn't even understand.
Now, enough theory. Let's go after this vote and for a change let's
play in his areas of understanding. Let us reduce what we know you can do as
Governor that will directly benefit that rean with the shovel to the language of the
people. Not with empty promises but with cold hard facts.
First of all, he doesn't understand or care what 'fiscal responsibility'
really means. He owes money - so why shouldn't the state, is his reasoning.
New, you as a candidate for Governor, without this man's vote in your hip
pocket, must attract him.
As candidate for Governor, you say that California's taxes are now the highest
in the nation.
You talk about needless, expensive 'waste' in government.
You say that we are losing revenue by failing to attract new industry to
California because of our exceedingly high taxes.
This man we're trying to get to doesn't really understand all this.
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It sounds like typical political talk to Mm.
But it won't sound so foreign to him If we discuss It to terms of what be pays
for cigarettes and what his wife pays for bread and milk and eggs at the corner grecery
store.
He will begin to gain an understanding of what it's all about if instead of talking
on the high platenu of attracting new industry If we reduce such talk to the low
valley of creating more and better jobs in the state - thus giving him the opportunity
to become in demand and thus expect more return for his work.
I think we might get through to him If we talk to him in terms of dollars and
cents.
Because the best answer to his question of
'What's in It for me?'
lies in
A. how much we can add to his pocket change.
B. how much we can reduce his cost of living so that what he
has can go further.
I think what we must do is reduce the general broad outlines of attack we are
using regarding 'Brown's reckless spending' and charges that he is "leading the first
state to fiscal ruin' and transfer the RESULTS of such activities into plain and simple
language the man in the street can understand.
If Brown's government is simply too expensive and you plan to work at reducing
it, you will thereby reduce the COST of government, and when you reduce the
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COST of government, you will thereby be reducing the CONTRIBUTION the individual
need make to support it.
In short, you will be adding to this man's income by taking less away from him.
Another way to put it - we constantly talk in language of Free Enterprise,
'that the right way to get 8 job done is to turn first to private outerprise. and not to
a bungling bureaucracy as that now operating in Sacramento.'
Basically, the lower class working man has had 'free enterprise discredited to
him by union propaganda through the years. He has been told it is a Republican
umbrella under which we sweep all of our 'rested interests' and our desires to make
the rich man richer and the poor man poorer. And, furthermore, the term 'Bungling
bureaneracy' just doesn't mean a damn to a guy with a hungry kid.
We go on talking year after year using terms the average man doesn't under-
stand or worse terms he has been immunized against.
I think you should spall out Brown's 'direct line' to 'welfare state' headquarters
in Washington, D. C.
And point out that Brown's marriage to the left of center 'socialism' way of
doing things is actually taking needless dollars and cents out of a man's pocket.
I am certain that our Research people could give you dozens of examples in
which what should be STATE FUNCTIONS AND RESPONSIBILITIES have been turned
over to the federal government.
And our angle to this is that BROWN'S dedication to mine making California welfare
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state by transferring authority to the federal government level is ruining us
financially - -- and If allowed to continue for another 4 years, California may then be
well on the road to a point of no return.
Therefore, we must REASON with the working man and explain to him that
Brown is dedicated to shifting responsibility and authority to the federal level at great
and needless personal cost to every one of us.
When we twill a voter that 'private enterprise can do the job better', we must
break that down for him and explain It in terms that he will understand clearly.
We must tell him the basto premise of federal aid that taxes are collected here
in California out of the pockets of all of -- this money is then sent to Washington
where much of it is taken by the federal government and then a small fraction of
the money is returned to the state of California to do the job we should have been doing
here without this unnecessary federal interference and cost burden all along - yet
control is hold in Washington. (This is the message we must pound at continuously -
clearly defining the difference in Brown's and your philosophy.)
To make it clear to the working man when you buy a pair of overalls, you
expect to pay only for the overalls you will wear yourself. Yet -- when you allow
Brown to send his obligations along to Washington, you pay TWICE for everything you
get - you pay on the federal leval and again on the state level.
To return to the beginning I do believe man's first reaction is self defense,
and, therefore, self preservation.
we must tell our story in terms of his self preservation - and show fact
-7- -
for fact - that Brown's commitment to welfarism is sending California to a
'federal poor house.'
Formal major statements are fine when you are setting forth a sound policy -
but I believe each should be followed up in the relaxed language that is the jargon of
the people - the lingo they use to communicate with each other.
The Chinese say that one picture is worth 10, 000 words. You and I agree
along those lines as witness our agreement on the use of pictures and cartoons
whenever possible in campaign literature. Well, stretch your imagination alightly
and see if we can't use this knowledge and start talking to the people in pictures.
We must use our words to clearly define a 'picture' of what you are saying.
Free enterprise means nothing to many - but a word picture of a man who winds
up the welek with a few extra dollars in his pocket because of the new jobs and higher
wages free enterprise has created for him begins to mean something to him.
1 know I do run on and on but I'm obsessed with the knowledge that our
way of life is better for the working man than Brown's way -- and I'm frustrated that
we so far have failed to explain this to the voters in workable terms they will understand
and in sentences which could point out to them the 'personal benefits' they will receive
with RN in Sacramento as against the pitiful record Brown has left behind him there.
This goes for campaign literature, too. Why must we forever go on chatting
with people in the informal relaxed language of everyday man yet formalize the same
messages when we reduce them to writing? (or speech-making) 777
Respectfully,
"Own