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This file contains:
Cover page of "A Study of the Election for Governor and United States Senator in California." 1pg [Other Document], 8/1/1962
Report of "A Study of the Election for Governor and United States Senator in California." 34pgs. [Report], 8/1/1962
Notes re: News Release, Speakers Manual, Fact Book, and Card Mail List. 1pg. [Memo], n.d
An "Over-All Observation on the Brown-Nixon Race." 1pg. [Report], n.d
Poll Taken by Brown Organization RE: the Voters choice of Governor in the different counties. 1pg. [Report], n.d
Memo to Nixon RE: the "Projection of election based on Facts survey Sept. 23.' 2pgs. [Memo], n.d
Letter to Robert Finch from Elmo Roper RE: a study of the General Election and Roper's comments/recommendations. 2pgs. [Letter], 10/1/1962
Report RE: "'Knowledge' About Richard M. Nixon." A poll consisting of how much the voters knew of Nixon and how many would vote for him. 7pgs. [Report], n.d
A report RE: "'Knowledge' About Edmund G. Brown." A poll consisting of how much the voters knew of Brown and how many would vote for him. 7pgs. [Report], n.d
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This file contains:
Cover page of "A Study of the Election for Governor and United States Senator in California." 1pg [Other Document], 8/1/1962
Report of "A Study of the Election for Governor and United States Senator in California." 34pgs. [Report], 8/1/1962
Notes re: News Release, Speakers Manual, Fact Book, and Card Mail List. 1pg. [Memo], n.d
An "Over-All Observation on the Brown-Nixon Race." 1pg. [Report], n.d
Poll Taken by Brown Organization RE: the Voters choice of Governor in the different counties. 1pg. [Report], n.d
Memo to Nixon RE: the "Projection of election based on Facts survey Sept. 23.' 2pgs. [Memo], n.d
Letter to Robert Finch from Elmo Roper RE: a study of the General Election and Roper's comments/recommendations. 2pgs. [Letter], 10/1/1962
Report RE: "'Knowledge' About Richard M. Nixon." A poll consisting of how much the voters knew of Nixon and how many would vote for him. 7pgs. [Report], n.d
A report RE: "'Knowledge' About Edmund G. Brown." A poll consisting of how much the voters knew of Brown and how many would vote for him. 7pgs. [Report], n.d
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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
67
9
08/1962
Other Document
Cover page of "A Study of the Election for
Governor and United States Senator in
California." 1pg
67
9
08/1962
Report
Report of "A Study of the Election for
Governor and United States Senator in
California." 34pgs.
67
9
n.d
Memo
Notes re: News Release, Speakers Manual,
Fact Book, and Card Mail List. 1pg.
67
9
n.d
Report
An "Over-All Observation on the Brown-
Nixon Race." 1pg.
67
9
n.d
Report
Poll Taken by Brown Organization RE: the
Voters choice of Governor in the different
counties. 1pg.
67
9
n.d
Memo
Memo to Nixon RE: the "Projection of
election based on Facts survey Sept. 23.'
2pgs.
Thursday, November 08, 2007
Page 1 of 2
Box Number Folder Number Document Date
Document Type
Document Description
67
9
10/01/1962
Letter
Letter to Robert Finch from Elmo Roper RE:
a study of the General Election and Roper's
comments/recommendations 2pgs.
67
9
n.d
Report
Report RE: "Knowledge' About Richard M.
Nixon." A poll consisting of how much the
voters knew of Nixon and how many would
vote for him. 7pgs.
67
9
n.d
Report
A report RE: "Knowledge' About Edmund
G. Brown." A poll consisting of how much
the voters knew of Brown and how many
would vote for him. 7pgs.
Thursday, November 08, 2007
Page 2 of 2
CONFIDENTIAL - Study No. 1196
A STUDY OF THE ELECTION FOR GOVERNOR AND UNITED STATES
SENATOR IN CALIFORNIA
August, 1962
LOUIS HARRIS and ASSOCIATES, INC.
. State No. 1196
EYP
A STUIN OF THE ELECTION FOR OOVERSION AND UNITED STATES
SINGTOR 19 CALIFORNIA
Amount, 1962
LOUIS HARRIS are ASSOCIATES. INC.
ENFIDENTIAL
A WORD ABOUT THIS STUDY
This 18 the third wave of a series of studies we have conducted on the
California elections of 1962. In accord with tradition in the state, the campaign
for Governor has been in high gear now for nine months and the most hectic 10
weeks still lie shoad.
In our last survey in December, 1961, the basic lines of strategy of
this campaign emerged abundantly clear. The question then was whether Governor
Brown and the Democratic Party could successfully execute what clearly vas a
potential pattern of victory. As ve shall see, in large seasure, gains of the kind
that are likely to pay handsome dividends on Election Day have been registered.
As in our last study, 1002 citizens of California over 21 vere surveyed
in considerable depth by the trained staff interviewers of Louis Harris and Associates
In addition, ecase 304 people in key selected "soft" areas in the recent Democratic
Primary were surveyed to determine just how solidly the Democratic vote will be
in these areas and what might be done about it.
Voters were probed in depth on their views about this election, about
Mixon and Brown, about Kuchel and Richards, about the state issues of concern,
the national issues they would like to see something dpne about, on President
Kennedy anithe job he has done, on what they think of the Brown record over-all
and in detail In short, all of the present and potential cutting edges that will
determine the outcome of this California election this November were included
in the roster and battery of questioning we subjected a carefully drawn cross
section of this state's likely electorate in this election.
LOUIS MARRIS AND ASSOCIATES. INC.
CONFIDENTIAL - 2.
Interviewing vas conducted between August 4th and August 14th, 1962.
We might add that publication of any section of this report will automatically
constitute permission by the Harris organization to reproduce the study in its
entirety The purpose of this survey is to enhance the Brown and Richards chances
in this election, not as a public relations prop.
Nov let us see what ve found.
LOUIS HARRIS AND ASSOCIATE INC
ORFIDENTIAL 3
ANALYSIS
The Setting
In 1958, the turning point of the election for Governor and for U.S.
Senator vegs' the June Primary. Then, it became apparent that Attorney General
Edmund', "Pat" Brown vas going to sveep the state to become the first Democrati
Governor in the post-var era. In that election, it was evident that the Brown
candidacy caught fire simul taneously with the deepening of the split in Republican
ranks and the abiding sense Californians had that Senator Knowland, who might
have been fine in the Senate, simply was not suited to be their Governor.
In 1962, the primary may have been the beginning of the turning point.
But there is nothing like the clarity of likely outcome that there vas four
years ago, For in the uncontested Democratic primary in June, some seven percent
of the voters left the Gubernatorial line blank, while another 21 percent voted for
the minor opposition Brown had. The roal question 16 how much of this vote
is irrevocably lost in the final election against Mixon.
However, by the same token, Republican ranks were far from closed
behind the former Vice President in the Primary. In fact, the depth of bitterness
of the lop-sided struggle between. right-wing conservative Joseph Shell and Richard
Wixon are likely to linger on for many years in California Republican politics.
There is no doubt that the primary was an all-out affair. And, despite the fact
that Nixon wdn easily, Shell S obtaining almost exactly one third of the total
vote cast was widely considered to be something of a moral victory for the con-
servative wing of Line GOP.
LOUIS HARRIS AND ASSOCIATES, INC.
- 4.
How, w course, the battle between the two titans of Ca'tfornia
posseion 1a on for 1 and At stones drive straight to the vire. Make no
sintake about 18, the contact for the devernorship is front and center and will
doctasts mil other polition home. in this state until November. The preliminaries
are orles both sides have shown - nort spots is their carn ranks. However,
there are also signs that the months have brought solid gains for Pat Brown, while
Mehard Macan has not produced oven the - spark that carried him so close to
the threshold of the Presidency in 1960. The real issues were just beginning to
be joined. the role of the personality stamp of each man was beginning to harden.
s mail debate now was in the offing. the national stakes for President Kannedy
let for the Republican party in the nation were literally huge. Indeed, perhaps
for all America, not only California, this 1962 election for Governor could mark
interates point in Amprican polities for & decade to come.
Let use 200 how the reces stand today, and then we will find out what
are the that can help unlock a Brown victory in November.
the Present Standings
In the contest for Governor today, here is how the standings cose out-1
CHERR-ALL ALL PAIRINE NOR commun
With Undecided With Undecided
In
Out
s
$
Brom
49
93
Stxee
45
47
Not sure
6
-
today NAMES AM ASSOCIATED INC.
COMPINENTIAL - 5.
And in the election for N.D. Genstor, here are the results we obtained:
OVER-ALL PAIRIES M U.S. SENATOR
With Undecided With Undecided
In
Out
$
$
Richards
38
48
Muchel
42
52
Not sure
20
-
Over-all, then, in the important contests, Brown has forged into a
slight lead over Mixon, and the undecided vote bas begun to come down appreciably --
to only 6 out of every 100 voters. In absolute terms, Brown is only two points
away from victory, By contrast, resulution of the Richards-Muchel race is still to
be determined, with fully one voter in five still not sure.
In this study, we also took readings on the other three major state
indes for lasser statewide offices. Here is what we found in the contests for
LA. Governor, Comptroller, and Attorney General:
RESULTS or STATE OFFICE PAIRINGS
With Undecided With Undectided
In
Club
s
$
Lt. Governor
Anderson
37
51
Christopher
35
s
Not sure
28
-
Attorney General
Book
40
58
Coakley
29
%
Not sure
32
-
Commitroller
Cranston
37
60
Regan
24
40
Not sure
39
-
LOUIS HARRIS AND ASSOCIATES. INC.
COMPINENTIAL - 6.
Here, while the race for Lt. Governor is narrower than that for Governor
at this reading, as one goes down the line to Attorney General and Comptroller,
the Democratic margin widens.
Observation: There are two clear and observable trends of major signif-
icance here. First, for & candidate who started out in April, 1961
behind by a 43 to 57 percent margin, Pat Brown has unde one of the
most remarkable political come-backs we have recorded. We quickly point
out, however, that this election 10 not yet finally von, and the ground
on which Brown stands 1s not so secure that it cannet be rocked in the
home stretch. In addition, & desperate Mixon can be a resourceful
politician and can make a close election out of what might with another
man w &
The second fact of major significance 1s that as one moves down the
ludder toward more minor office, the trend toward the Democratic Party
10 adre pronounced. This holds real meaning, for it signifies
that Pat Brown has. a rather solid Democratic Party base on which to
nm this time. For the second time in many years, Democratic enrollment
advantages give every prospect of paying off.
In & moment, we will want to take & hard-look at the key group breakdowns
in this election. But before we do, let us see where various key figures stand
in the eyes of the voters of California today.
Job Batings or Key Public Figures
We asked people to tall us vist kind of a job they thought with of four
outstanding public figures are doing in office today -- President Kennedy Governor
Brown, Senator. Kuchel, and Justice Marl Marren (the latter because his son: bise
come out for Brown and implicitly, Nixon has run away from the old Marren image
in California politics):
KHY JOB RATIMOS
Positive Negative Not Sure
%
%
&
President Kennedy
68
32
4)
Governor Bectim
43
57
(12)
Sens/hor Machel
F.
29
(52)
Austin Marria
67
33
(23)
EOULA HARRIS AND ASSOCIATES, INC.
CO - 7.
Here we find President Kennedy known to virtually every votar, and well
reseived by over a 2-to-1 margia. However, ve would point out that back in
December, the President vas riding the crest of a. 79-21 percent favorable rating.
As has been recorded elsewhere; Kennedy's popularity has fallen roughly 10 points
or so in the ensuing months. This drop has taken place chiefly with the decline
of the stock market in late June and early July.
Observation: This decline in Kennedy popularity, however, must be
understood in its proper context. The President is still enormously
popular, has become the dominant political figure on the national
scene, and can prove to be one of Pat Brown's most valuable assets
in the stretch run ahead, as, indeed, Kennedy has proven to be up to
now in the race. The proof of the real pulling pover of Kennedy
rests in the following pairing of himself against Nixon for President
in 1964 in California. It should be recalled that Mixon carried
this state against Kennedy in 1960:
1964 PRESIDENTIAL PAIRING BETWEEN NIXON AND KENNEDY
With Undecided With Undecided
In
Out
$
$
Kennedy
54
62
Nixon
33
38
Not sure
13
There is no doubt that as long as Richard Nixon is unable to shake
himself loose from appearing to be Kennedy's 1964 opponent for the
Presidency, B direct Kennedy-Nixon comparison will invariably put
Mixon in one of his most unfavorable lights.
Based on this information, we would recommend in the strongest
possible terms that the President be urged to come into California
as often and as late as his schedule will permit to campaign for
Pat Brown. We shall come back to the extent to which we believe
Kennedy, and other Democrate for that matter, should directly go
after Nixon. The indelible fact today is that every time Nixon
inferentially or frontally criticizes Kennedy, Brown is undoubtedly
the beneficiary. For a Brown-Nixon contest is also in many vays a
Kennedy-Nixon race.
LOUIS MARRIS AND ASSOCIATES, INC.
COMPI DENTIAL - 8.
The Brown job rating actually represents an improvement in the Governor's
standing with the voters. It is an indication that slowly but surely his record
of achievement is becoming known. We would point out that the Governor's job rating
has improved by 8 points over the past year and one half:
COMPARATIVE BROWN JOB RATING
Job Rating:
Audust 1962
December
1961
Abril
1961
$
$
$
Positive
43
40
35
Negative
57
60
65
Observation: This 15 a mark of solid improvement in an area where it is
patently difficult to get people to change their minds. But we are
frank to say that the Governor has not yet hit the 50-50 mark of
approval OR an over-all basis. This suggests that rather than simply
try to make the proposition in sweeping terms that the Brown record
as such must be recognized as top flight, the specifics of the Brown
record where the Governor has scored heavily should be the ammunition
around which this campaign is organized. We shall pin-point these
mjor elements when we come to the section on issues.
The Kuchel job rating is favorable, but it is significant that & full
51 percent do not feel sufficiently familiar with the Benator and what he has done
to exercise a judgment. We shall see when we come to the Kuchel profile and the
Senate race that this fact of not being known is Kuchel's chief handicap and a
point that can materially add Richard Richard's chances of winning.
Chief Justice Warren 1a both a familiar and well liked figure in
California, despite the pillorying he has received and the controversial nature
of some of his decisions on the high court. We certainly can conclude that the Warren
name is one that can help the Brown cause, and, in fact, in every move that Mixon
makes to appease his smarting right ving, the invidious comparison can be drawn
between the Mixon and Warren types of Republicanism.
LOUIS HARRIS AND ASSOCIATES. INC.
CONFIDENTIAL - 9
Now let us turn to the key groups and the changes that have been
recorded in the political topology of California in these ensuing six months.
Key Group Apalysis
The following table is rather massive, simply because in one place
it puts down much of what is happening in this election. The first three columns
are the Brown-Nixon race today broken dcam by key groups The next two columns
show where Brown stood with these groups back at the turn of the year as well as in
the middle of 1961. The final three columns indicate the lay of the land in the
Richards-Kuchel contest:
LOUIS HARRIS AND ASSOCIATES, INC.
COMFIDENTIAL - 10.
KEY GROUP BREAKDOWNS IN RACES FOR GOVERNOR AND U.S. SENATOR
Governor
U.S. Senate
August, 1962
August, 1962
Not Dec'61 Mar'61
Not
Brown
Nixon
Sure
Brown
Brown
Richards
Kuchel
Sure
5
%
%
%
$
*
$
R
Statevide
53
47
(6)
47
LE
48
52
(20)
By Area of State
Total Los Angeles
57
43
(8)
47
45
59
41
(22)
LA City
66
34
(8)
49
45
73
27
(23)
LA suburbs
51
49
( 8)
46
46
50
50
(22)
San Francisco
63
37
(-)
69
77
43
57
(17)
East Bay
46
54
(5)
53
55
43
57
(21)
Peninsula
52
48
(3)
45
40
47
53
(29)
Upper Valley
39
61
(9)
32
28
36
64
(24)
Lover Valley
48
52
(5)
40
30
42
58
(30)
San Diego
39
61
(12)
27
23
39
61
(38)
By Occupation
Professional and Executive
39
61
(8)
35
12
33
67
(16)
Small businessman
44
56
(7)
38
34
35
65
(18)
White collar
50
50
(6)
43
40
50
50
(26)
Labor
65
35
(8)
62
60
59
41
(31)
Farmer
40
60
(14)
32
22
26
74
(21)
By Religion
Protestant
40
60
(6)
40
38
40
60
(24)
Catholic
75
25
( 9)
61
64
61
39
(29)
Jewish
76
24
(14)
77
69
80
20
(21)
By Union Membership
Union member
66
34
(7)
67
67
61
39
(25)
Union family
67
33
(8)
60
60
66
34
(24)
Mon union
46
54
(7)
37
33
42
58
(26)
By Nationality
Italian
59
41
(4)
39
40
52
48
(1))
German
40
60
( 9)
38
29
41
59
(9)
English-Scotch
46
54.
(5)
42
46
37
63
(16)
Irish
65
35
(8)
49
51
47
53
(19)
Scandinavian
48
52
(6)
51
47
46
54
(29)
By Sex and Age
Male
54
46
(6)
49
44
48
51
(22)
21-34
61
39
(6)
47
53
50
50
(30)
35-49
59
41
(6)
49
38
53
47
(21)
50 and over
45
55
( 5)
51
42
45
55
(17)
Female
51
49
(9)
47
47
47
53
(29)
21-34
56
44
(B)
49
44
49
51
(31)
35-49
48
52
(9)
48
46
49
51
(28)
50 and over
46
52
8)
45
39
43
57
(29)
(CONTINUED)
LOUIS HARRIS AND ASSOCIATES, INC.
11.
GROUP BREAKDOVES III RACES FOR GOVERNOR AND U.S. SENATOR
Governor
U.S. Senator
August, 1962:
August, 1962:
Not Dec'61 Mar'61
Not
Bream Eixen Burs Brown Brown Richards Kuchel Sure
$
s
$
%
%
%
$
by Bace
White
49
51
7)
44
41
46
54
(24)
Megro
76
24
7)
85
90
76
24
(32)
Mexican
84
16
(
7)
86
85
83
17
(37)
By Income Level
Upper middle
46
54
(8)
24
26
37
63
(22)
Lower middle
52
48
7)
48
46
50
50
(26)
Lov
64
"36
(7)
68
66
56
10.4
(29)
by Primar Vote
Voted in Republican Primary
10
90
(6)
-
-
-
-
-
-
Voted for Shall
&
76
(12)
-
-
-
-
-
Voted for Rixon
4
96. (3)
-
-
-
-
-
Voted in Democratic Primary
79
21
(7)
-
-
-
-
-
1
1
-
-
I
Voted for Breams
91
9
(6)
-
-
-
-
-
Voted for Other
43
57
(6)
-
-
-
-
#
Voted blank
40
8
(29)
-
-
-
-
-
Did Not Vote in Primary
SII
32
(9)
-
-
-
-
-
I
-
-
Bere are the key changes that have taken place:
--- Geographically, Brown has crashed through in the Los Angeles area.
The long and ardnous concentration on the South bas begun to pay off. Los Angeles
City has seen a full 27 point rise in Brown's standing, spectacular by any standards.
But Brown has also gained scan in the LA suburbs, although, frankly gains here are
like pulling teeth. In the San Francisco city and Mut Bay (including Contra
Costa) areas, the Governor has slipped some and attention should be paid here.
Bowever, in the Peninsula area, the Governor has registered rather solid gains.
Broyn is still behind in the upper and lower valleys, but he has definitely firmed
up support here, and the crisis over farm labor seems just about over, at least in
political terms. San Diego is still the GOP stronghold, but Brown has again cut
the sizable Nixon margin.
CONFIDENTIAL - 12.
Observation: Obviously, each part of the state is important and none
should be ignored. But Brown must make a deliberate decision on where
to consentrate decisively in his own campaigning. We would now
recomend in the strongest terms that having broken through in the
LA area, Brown continue to pour it on there, primarily. The reason we
my this is not only that this is the most populous part of the state,
but also that if Brown can forge about even more here, he can move into
& lead that Eixon will not be able to turn aside. What was Brown's
weakest area nov has become his stronghold. Every priority should be given
to keeping this advantage.
Second, the Bay area should receive special Brown attention. Still a
strong area, nonetheless, the Governor should spend time and effort trying
to recoup losses in San Francisco and the East Bay and consolidating the
gains in the Peninsula
Third, the upper and lower valleys are not likely to be won by the
Governor, but it is important that he make a respectable showing here
The lower valley especially holds out promise. We would not give the
valley the same priority as Los Angeles and the Bay area, but effort
should be expended to keep the gains made here.
Fourth, San Diego should not get much worse and might get better, but
what will happen here is likely to be far more & following effect
than anywhere else in the state. Democratic organizational efforts
can be intensified here, but in terms of the Governor's time, heavy
effort in San Diego will not pay off commensurate to other areas of
concentration.
--- Occupationally, the Governor has made some gains with the white
collar and professional groups, and has fortified his previously weaker showing
in the ranks of labor. He has also moved up some with the farmers, a good sign.
In terms of concentration, the Governor must be certain that labor groups,
coming to 32, percent of the electorate, feels and knows the stakes in this
election so that they will pour out on Election Day. But now the job here is
one of exciting and arousing, rather than converting. We would therefore strongly
recommend that the Governor concentrate equally on lower middle income white
collar areas from here on out. Not only are they populous (25%), but he has
now moved back to & 50-50 status with them, and they seen responsive to the momentum
of his campaign. As we shall see, there are certain issues which these people
will respond to.
LOUIS HARRIS AND ASSOCIATES, INC.
CONFIDENTIAL - 13.
--- The labor union vote, both members and families, reflect the solid
status Pat Brown has here. With this group it is not going to require so much of
the Governor's personal time and attention as it will the leadership of organized
labor putting on a quidt but hard-hitting registration and get-out-the-vote drive.
----- Brown has scored well with the Italian and Irish groups, and special
efforts should be unde to consolidate these gains by appearances and separate
concentration here.
--- The religious distribution of this vote is along classical lines.
Brown has not budged an inch with the Protestants, but has moved to Kennedy
proportions among Catholic voters. He has substantially held onto his good lead
among Jewiah voters.
Observation: While there night be very quiet efforts to keep the Catholic
vote nailed down to its present moorings, it would be & serious mistake
in this dominantly white Protestant state for Brown to in any way be
known as a candidate of the minority Catholic group. A whispering
campaign has already begun to indicate that Brown has appointed Catholics
almost exclusively, and this will undoubtedly parallel directly the 1960
attack on Kennedy on religion. Brown should scrupulously avoid any
overt gestures which will feed this suspicion.
--- Men tend to be more solidly for Brown than women, but this is a
fairly normal voting pattern these days. Brown has gained with young men and
middle aged men, along with young vomen. However, be has slipped some with
older men, although be has picked up & fev points among older wasen.
Observation: Brown's concentration on pensions and problems of older
voters has hald off to a dagree, and ve would urge that he not drop this
part of his program. However, his best hope DOV lies in the younger
voters, and be should hit hard on the bread and butter and education
Issues that can bring them over in even greater numbers.
due HARRIS AND ASSOCIATES, INC
COMFIDENTIAL 14.
--- The Mexican vote holds up extraordinarily well, although the Negro
vote is off some since our last reading
Observation The Negro vote under no conditions should be taken for
granted. Special effort is needed here again, and despite his vide-
spread reputation for being a champion of civil rights, again, in a
quiet way, Brown should hit the Negro community hard.
*** The reconstruction of the primary vote is most intriguing. For 18
reveals that fully one Shell voter in every four expects to cast his ballot for
Pat Brown in November However, we quickly point out that Brown can do little
and should do less to make any overt gesture to attract this vote. It 1s 100
percent anti-Nixon, to a point where these voters could not care less
who Nixon 5 opponent might be.
--- As might be expected Nixon wins the overwhelming support of people
who voted for him in the primaries. Over-all, however, Brown's capturing 10 percent
of the entire GOP primary vote is significant and could even provide his margin
of victory in November.
--- By the same token 1t is more than apparent that the blanks and
defections evident in the Primary against Brown are likely to stick. We shall
dwell on this in more detail later on when we specially analyze our oversample
of defecting areas. Brown obtains a reasonably high proportion of the vote
cast for him in the primary.
Of greatest significance, however, is the fact that among the 34 percent
of the electorate who did not vote at all in the primary and who are eligible to
vote, Brown clearly possesses a wide lead, one which can give him victory over Elzon.
LOUIS HARRIS AND ASSOCIATES, INC.
00 - 15.
@servation: This is disturbing in one sense only: that a large part
of the potential Pat Brown vote stayed at home last primary day. If
this vote stays home in November, Brown will almost surely lose this
election. By the ssae token, if it can be brought out, it is truly
his insurance policy for vistory.
# would therefore virge the hanviest kind of registration and get out
the vote campaign from here on in. To get out the Brown vote in the
areas of maximum strength will be the-tall, make no mistake about that.
Notr let us turn to the profiles of the candidates running for Governor.
Profiles of Mixon and Brown
There has been a dranstic change in the profiles of both the Governor
and Elson since December. In many ways, these results spell out the changes
in the standings as much as any single set of information. First, let us listen
to the way his fellow Californians speak about Richard Nixon these days:
In Duarti, & 44 year old building contractor who 18 a registered
Republican but thinks of himself as a Democrat, voted for Brown in the past, but
will switch to Mixon this year. He says:
"Well, I'm going by the fact that he's a common, ordinary man, struggling
on his way up and I admire his very much. the took a tremendous interest
in office as Vice President and did his best to sell America. the got
& lot of experience from that job and I feel that he's as qualified
as you can get for any public office. I like his courage too.
Remember when he was under fire ea his trips abroad, he wasn't advand
to eay what vas on his mind. a never seems to lack courage is enything
he frees and be has come - against scme pretty tough situations. I
liked the man when be ran for Vice President and President, and I think
he'll do good in whatever job he's placed."
And a 67 year old widew in San Francisco who, as a Republican, has alireys
voted have party's ticket feels this way about him:
LOUIS MARRIS AND ASSOCIATES, INC.
CONFIDENTIAL 16.
"Mr. Nixon has & very pleasant personality. He's a very thoughtful
and kindly man and would bend over backwards to be fair. I like the
way he talks and acts - you can tell he's sincere. Be's a devoted
husband and father and has a good religous background. I've never
known him to be involved in any bad deals, although he's been tricked
and others wanted to make it look like he has, but personally, I
think he's a non of integrity."
Our interview with the Negro wife of a machine operator in Los Angeles
went. like this.
"I thought when Nixon went into Venezuela and those groups spit on
him, he showed himself to have plenty of guts. But in politics, he's
wishy-washy. I mean, he don't stand pat don't stand up to his
opinions. He's not a guy to stick to his beliefs whatever you
think be thinks, he ain't got no beliefs of his own. Don't think
he'd made a good politician in anything. He's prejudiced - I know he
don't like colored people. Be signed & petition to keep people out
of Whittier, and some I know went down to City Hall to look it up,
and sure enough, he did. More in politics should be for all people
not a few. Another thing I don't like about him is the way he slings
aud and is lookin for skeletons in closets. It seems to me if he can't
knock you, he will find something your father or grandfather did and
talk about that. I think skeletons should be left in closets and
besides, he sin't 60 perfect himself."
In Pico Rivera, we talked with a 47 year old Democrat who has consistently
voted the party ticket in state elections, yet supported Risenhower and Mixon in
past Presidentials. Her vote for Mixon was a protest vote against Kennedy who,
although "he has proven himself to be & capable leader, has too much money and funily
power behind him, besides being a Catholic." About Mixon she says:
"I think he's a crooked politician - out to make all the money he can.
There's nothing about him I like he's treacherous, deceitful, in-
sincere, and, would serve up his Mother's liver if it would guarantee
him an election. That man's out to get all the money and power he can
get out of being in office. On top of this, he doesn't have the
good sense to know how and when to do things. While be vas Vice
President, he vas so antagonistic to people that we got into & lot
of hot water. I think that's what caused so much trouble in Cuba
personal dislike for him bloving off his big mouth. He never handled
anything with calmness and be just seemed to rub people the wrong
way. I won't be voting for him this time around and sometimes I wonder
why I did before."
LOUIS HARRIS AND ASSOCIATES, INC.
- 17.
When comments such as these are added up, here is the balance and
statistical summary of the Mixon profile today:
THE NIXON PROFILE
August 1962
December 1961
x
x
Positive
72
84
Experienced as Vice President
18
10
Sincere, honest
16
17
Good family man
12
8
Good personality, good speaker
9
6
Courageous, outspoken
8
8
Hard-working, conscientious
5
4
Intelligent
5
6
Goodwill Ambassador
3
5
Experienced in foreign affairs
3
n
Conservative
3
2
Aggressive, ambitious
3
-
For the people
3
,
Level-headed
2
3
Made Vice Presidency into important job
2
2
Young
2
1
Bo snob
2
,
Would be good Governor
2
-
For California
2
#
Anti-Communist
1
-
Negative
II
2th
Insincere, phoney moralist
14
16
Cold fish, poor speaker, poor debator
11
18
Out for himself
11
6
Mud-slinger (carpet-bagger affair)
9
9
Not-headed
6
5
Indecisive, weak
6
9
Not for people (anti-Megroes, Jevs, aged)
3
6
Ineffectual
4
2
Using Governorship to run for President
3
-
Criticized Kennedy
2
0
Not interested in California
2
-
Foor loser
2
-
Brasive
2
8
Involved in scandals
2
2
Poor on foreign affairs
2
3
Too Conservative
1
Not Familiar Recuch with his
7
LOUIS HARRIS AND ASSOCIATES, INC.
- 18.
More the must domatic evidements of the Ham clippage. Wheress in Dos-
abour Rinon had 53-47 percent positive balance is his profile, today it has slipped
to a 48-52 pareent negative balance. the change of five potate is roughly approx-
imste to the change in the standings.
Observation: This certainly indicates concretely that this election could
vary'by the degree to which Exem is accepted by the people of California.
At today's standing, Rison 16 positively rejected by a majority. This
is critically important, for if this negative majority remains that way,
then clearly from can vin, provided he can get his vote out.
or major significance, then, is to emaine carefully this Mixon profile
to determine whether Brown and the Democrate should allow Eixon to
dig his am political grave or to crewl out of it, or whether this is
the time for the Governor and his party to take the offenseive against
lixon in a personal way.
The positives in the Run profile are that he has had experience as
Vice President, a mark that having served is that high post, he is certainly
qualified to serve as Governor of the state. Balanced against this ip the feeling
that Hixon is insffectual. Bowever, there are better than four times as may
people who are positive about Eixes on the count of experience than are signtive,
Chearvation: Obviously, it would be a serious mistake for the December
to attack Eixon on the element of experience. This is his strongers
asset.
Upere California voters really divide dara the middle, however, se one
Himm's sincerity. It is one of his strengest assets, valunteared by 16 persons,
but st 18 also one of his strangest deficits, in that 24 percent say that be to
insineere, a phoney moralist. This mass that by a 53-47 percent count, Mam &
thought to be & - of integrity.
COMPINENTIAL 19.
Observation: Clearly, any man running for important office is in
trouble when nearly half the people concerned with his sincerity
severely question it. And when coupled with an additional two percent
who feel the former Vice President has been touched by scandals (mainly
his house with Hoffa and his brother with Hughes Tool Company), then
the division is an absolutely even one.
To charge, however, that Richard Mixon is either corrupt or dishonest
is strong medicine. We would state frankly that unless some nev specific
proof of his dishonesty is forthcoming, it would be a serious mistake to
overstate the criticism of Bixon on these grounds. For the risk is that
he could take refuge a la Checkers in being attacked below the belt.
Rather, we believe that this belief that Nixon 1s & phoney moralist
will accelerate as a discovered attribute of the man by the voters without
& great deal of prompting by Democrats. We would leave it alone as &
direct campaign issue.
Allied to the criticisms of Mixon as a phoney moralist are a roster of
beliefs that do add up, however, to some really effective campaign ammunition that
can be used most effectively. They are that Eixon is a cold fish, lacking in
warmth and human compassion, that he is a mud-alinger, as witness the charge of
"carpet bagger" against Kennedy, and that he 15 out for himself, and lastly, is
not interested in California or the Governorship, but rather wants to run
for President against Kennedy again.
Observation: Here, the charge that Nixon is interested in running
for Governor to use that office solely as a stepping stome for the Pres-
idency has a resiliency and effectiveness. It adds up to an indirect
charge that Nixon is not sincere as person, but it gears it to a specific
act on his part, namely his race for Governor. It also allows the Demo-
crats to charge that Nixon is not interested in California and the prob-
less of the state. It also allows Brown to maneuver Nixon into making
the 1962 Gubernatorial election & re-run of the 1960 Presidential
election, except that this time Kennedy holds a 62-38 percent lead.
We specifically tested this proposition in this survey. We asked voters
if they thought Nixon were primarily interested in serving as Governor
of California or in preparing another run for the White House. Here is
what ve found:
LOUIS HARRIS AND ASSOCIATES, INC.
CONFIDENTIAL - 20.
NIXON'S PRIME INTERESTS
Total Voters
Serving as Governor of California
36
Runrting for President
64
Not sure
(15)
By a clear 64-36 percent count, the voters have not been sold at all
on the proposition that Richard Mixon is gemuinely interested in the
state or the job of Governor. Part of the reason is that he has been
so widely identified with national and international problems that this
part of his reputation is today fighting his efforts to identify
with California issues, as the following table indicates
NIXON'S GENUINE INTERESTS
Total Voters
x
California problems
37
National and international problems
63
Not sure
(19)
Here the margin only varies by one percentage point. Clearly, Nixon
is not thought to be interested primarily in California problems.
The three sets of facts all check out with remarkable uniformity:
Eixon is really using the Governorship as a stepping stone, he is not
really interested in state problems, and he 1s not really interested
in serving as Governor of the state.
What they add up to is that Richard Mixon 1s out for himself, trying
to get the voters of the state to allow themselves to be used for his
own ambition and his own schemes of achieving power. Thir charge can
be made by top Democratic Party spokesmen first, and then should be
picked up late in the campaign by Governor Brown, especially when he is
campaigning with President Kennedy . Brown should turn to Kennedy on the
platform and say that Nixon's real sim 1s not to serve 0.0 a. Governor
of California and to meet the very real problems facing the people of
the state, but rather to run against this man, John F. Kennedy. Brown
can then ask the voters who they would choose in such & case today,
and that the way to stop such & calloused power play 1a to reject
the Nixon bid for Governor in 1962.
We can shoot this down a la Kent
if we annoince it ahead
of time
LOUIS MARRIS AND ASSOCIATES INC.
COMPIDENTIAL - 21.
Nov let us turn to the public profile of Governor Edmund "Pat" Brown.
Here are some typical comments by voters about the Governor:
A young Democrat who supplements her husband's salary by working as a
medical receptionist in Oakland, feels this way about Governor Brown:
"In spite of propaganda, he has been consistently principled and has
followed through on his beliefs. Particularly in relation to Civil
Rights and Civil Liberties, he has done more and fought harder for
the people than anyone. When he feels he is right on something. he 11
stand his grounds and fight. He is a sincere and honest man and
demonstrates this in many ways I don't always agree with his position
on questions, but I do recognize them and respect them When It comes
to this November's election, I wouldn't vote for Nixon on a bet.
But more than that I think more advances have been made quietly and
unassumingly under Brown than I can remember under any other Governor."
In Newhall, we talked with & farmer who raises stock cattle, COWS,
chickens and wheat. Over 50 years of age, he is a Catholic of Polish ancestry.
He is a registered Democrat and having rated Brown's job as excellent, he said:
"He's all man. He most generally digs til he gets what he wants and
he stands up for the people. He's bringin' the water in and that
oughta' be helpful. I think California is going to be caught short
of water one of these days and he's tryin' to not let that happen.
Be's done a lot and he's ready to do some more if they'd let 'em.
I feel he's got things in his hands and 1f be continues, this will be
a fine old country. He's for change and growth and we need someone Just
like that. As long as We get them, we might as well keep 'em."
In Tustin, we talked with an elderly insurance agent. He feels the
Governor has been doing a poor job and gives his reasons why:
"I don't think he's been decisive on taking a stand against narcotics
or law enforcement. In fact he's vacillated a great deal in most
every aspect. I haven't felt any strength of character in him.
Look at the way he handled the Chessman case he emasculated the
obligation of his office and displayed the most namby-pamby leadership
imaginable. I don't like to use the expression 'wishy-washy' but he
is on the anemic side and he just doesn't have the ability to handle
most situations."
LOUIS HARRIS AND ASSOCIATES. INC.
CONFIDENTIAL ⑇ - 22.
A 37 year old wife of an electrical engineer will be voting a Republican
ticket this November. Having moved to Castro Valley from Massachusetts three
years ago, she explains why:
"Brown is leading us into a velfare state. He thinks ve can spend
ourselves into prosperity, but you can't balance a budget with
present taxes and pie-in-the-sky spending. He has doubled the state
bond indebtedness; he had around thirty -five press agents on the
public payroll, which is entirely unnecessary; and the way he tried
to hide the budget deficit by disguising it under a building program
for schools vas disgraceful. I feel that he's done a very poor job
for California and think that if he doesn't lead the state to complete
ruin, he will eventually lead us straight to Socialism."
When all of the comments volunteered by voters such as these are added
up, here is the Brown image in California today:
LOUIS HARRIS AND ASSOCIATES, INC.
CO " AMERICAL - 23.
THE PROVILE OF GOVERNOR HROUN
August 1962
December 1961
March 1961
$
x
s
Rositive
95
85
57
For the people (aged, Begroes) 13
15
9
Honest, sincere
10
11
11
Good on water
7
12
6
Hard-vorking, comscientious
7
3
-
For California
6
2
3
Been a good Governor
6
8
4
Courageous, outspoken
5
4
-
Good family man
4
2
2
Against capital punishment
4
2
Helped schools
3
3
3
-
Built Preeways
3
2
a
Balanced budget
3
2
-
Experienced
3
⑉
-
Extended unesployment
compensation
2
-
#
Helped get jobs
2
.
-
Intelligent
2
.
-
Right on the issues
2
2
3
Good on Chessean case
1
4
3
Heartive
70
80
107
Indecisive, week
17
16
24
Handled Chessman case badly
12
15
23
Wild spender
8
3
3
Hasn't enforced marcotics law
8
8
17
Poor speaker
7
-
-
Raised cigarette, sales tax
5
4
9
Too ambitious
5
-
4
Too pompous
5
3
4
Bad on veter
4
5
9
Mdn't keep promises
3
8
6
End appointments
3
2
1
Dictator
3
-
-
Neglected education
2
2
2
Not for people (farmers)
2
3
1
Mudalinger
2
2
-
Neglected unexployment
1
2
2
Favors Catholics
1
-
-
Too pro-labor
1
.
-
Against prayer in schools
1
-
-
Not impartial
-
3
-
Too outspoken
-
2
-
Bad on McCarthy
-
2
-
Red at convention
-
-
2
Not Familiar Routh with Ma
8
8
8
LOUIS MASTIN AND ASSOCRATES. me.
CO ADERTIAL - 24.
Here the change to the positive side since early 1961 has been
dramatic and nothing short of spectacular. The balance against the Governor vas
35-65 percent in April of 1961. It had shifted to the positive side by a 52-48
percent count last December. But in August of 1962, this balance had moved well
to a 58-42 percent positive count.
Observation: It is evident that in the personal contest between Pat
Brown and Dick Nixon, Brown has been steadily forging ahead to a position
of dominance. This means that Brown should obtain as much possible personal
exposure as can be arranged. He should employ human and ware television
spots on the issues repeatedly. But he must also be seen by as many
people as he can humanly see in person. For the burden now is on Brown
to press this personal dimension. He can win the election on it. It is
a powerful part of his mix for victory.
Pat Brown comes through as being for the people, especially minority
groups and the aged, as being sincere and honest, as having done a good job on
water, of being hard-working and conscientious (on the rise sharply), vorking for
California (also on the rise dramatically). The criticiams about him center
around the old-time charge that he is indecisive and weak and that he handled the
Chessman case badly. The only charges to rise precipitously are that from is
a wild spender and that be is not a good speaker,
Observation: We shall explore the spender charge more fully when we get
to the issues. However, the claim that Brown is not a good speaker
leads us to emphasize that he appear on television in well prepared
TV spots which represent him as a clear and effective communicator.
This can be done best in taped spots off teleprompters. It also means
that Brown must get around a great deal in person, for when he does a
sense of friendliness comes through that is not necessarily there on
television.
On the positive side, the Governor must repeatedly come back to his
strength that he does care about California and the people's problems
here, that he is not afraid to speak out and take decisive action, such
as he has, for example, on water.
LOUIS HARRIS AND ASSOCIATES. INC.
00 TOTAL " - 25.
New lat us turn to the issues of ceheera.
The Issues of Concern in California
A major center of the issues in this election surround what Pat Brown
has done or not done in the past four years as the state's chief executive. We
asked people to tell us in their own vards what they liked and didn't like 80 well
about the Governor's performance. Here is what we found:
WEAT covernor more HAS DONE
August 1962 December 1961 March 1961
s
Positive
II
43
Good job on water
B
23
12
Improved roads and freeways
12
8
6
For the working -
11
16
2
Improved education
8
5
2
Good on unexployment
6
2
n
flood job on marcotics
5
4
-
Handled case well
5
4
10
Mard-vorking, industrious
5
2
4
Feather River project
4
5
-
Balanced budget
3
b
-
Minimum vage
2
1
1
Clamped down on vice
1
2
1
m4 age pension
1
1
1
Resetive
58
52
76
Foor on Chessman, capital
punishment
17
16
27
Spendthrift
8
3
-
Mdn't fight for tough mareotics
law
8
9
ao
Raised taxes
7
6
-
Mandled water badly
5
5
23
No nov industry, jobs
3
-
-
Indecisive, veak Dovernor
3
8
18
Poor appointments
1
1
-
Rempportionment bad
1
1
и
Too pro-labor
1
1
1
Hasn't helped farmers
1
-
1
No shelter program
1
-
-
Political opportunist
-
-
2
McCarthy handled badly
-
1
-
INC.
CONFIDENTIAL - 26.
From these remarks, the action on water tends to dominate the positive
side of the picture, followed by the Governor's efforts on roads and freeways,
his general efforts in behalf of working people, and what he has done on education,
and in the area of unemployment. The negatives cluster to the Chessman case and
the charges of spending, as well as the claim that he has not done enough on
getting law enforcement of narcotics peddling.
Before we comment OD the above table, let us look at still another,
where we posed 15 direct state issues to the voters, asked them which were most
important to them, then had them rate the job the Governor had done on each. We
include comparative results from the two 1961 surveys:
BROWN RATING ON SPECIFIC ISSUES IN CALIFORNIA
Impor-
tance of
August Brown
'61 Brown
Issue to
Job Rating:
Positive
Voters
Posi- lega- Not
Rating
Net Gain
Ame.'62
62
Dec.
Dec.'61
tive
tive
Sure
Dec.
61
Mar,
'61
or Loss
$
x
$
s
$
$
$
s
Mandling water
problem
46
55
59
41
(22)
58
57
t1
Keeping crime and
narcotics in check
45
43
42
58
(15)
42
33
-
Mucation
36
29
56
44
(21)
43
41
+13
Taxes and spending
29
19
33
67
(24)
30
25
t3
Building highways and
highway safety
27
16
76
24
(16)
78
66
- 2
State Minimum vage
($1.25)
21
19
71
29
(24)
67
61
t4
Extend unemployment
compensation
20
13
63
37
(28)
63
61
-
Jobs and new industry
18
16
51
49
(26)
47
29
jr
Pensions for older people 14
21
60
40
(36)
55
50
t 5
Civil rights for minor-
ities
12
10
51
49
(41)
52
36
- 1
Chessman case
12
15
37
63
(24)
36
31
t 1
Civil defense program
7
10
41
59
(45)
34
&
t7
Handling farm labor
6
7
34
66
(48)
33
22
jl
Combatting recession
3
7
42
58
(38)
43
28
- 1
Fall-out shalters
3
9
28
72
(48)
18
.
/10
. Less than one percent.
LOUIS BARRIS - ASSOCIATES. INC.
COMPIDENTIAL - 27.
Here are the significant facts to emerge:
--- The water problem remains on top, and the Governor receives nearly
3-2 backing on the job he has done here.
Observation: Over and over again, especially in the south, Brown must
hit what he has done on water It is easily his greatest source of
credit, and it is one where he can prove to the voters that he has
a record of accomplishment.
...
On narcotics enforcement, voters see much importance, but the
Governor has made no progress here. He stays at a 42-58 percent negative rating,
despite an across-the-boards rise in nearly every other area.
Observation: Because the reverse side of the coin, the Chessman case,
still remains a point of vulnerability, we would strongly urge that the
Governor take strong and decisive and dramatic action to prove that he
is determined to end the narcotics menace. He is simply not coming
through here now, but surely he must in order to win re-election, or
else be subject to a late campaign blitz by Nixon for being lax and
/
weak on law enforcement.
--- On education, the Governor has made his most spectacular gains, and
education is important, indeed.
What is more, when we asked people how they would vote on the referendum
providing more funds for higher education, here is what we found:
REFERENDUM ON MORE FUNDS FOR HIGHER EDUCATION
Total Voters
&
For
60
Against
24
Not sure
16
LOUIS HARRIS AND ASSOCIATES. INC.
- 28.
Observation: It is evident that the bond issue can be passed. However,
we would strongly advise the Governor not to talk about support for
the bond issue, but rather in terms of the end results of what next can
be done in higher education, and, in fact, in primary and secondary
education as wall. This is an area of high gain for Brown and if be presses
home OR it in the part month, it can cqae to rank alongside water as a
major area of accomplishment for him.
----- Qn taxes and spending, the Governor comes off negatively, but, we
might add, so does President Kennedy and nearly every Governor we have polled in
over 30 states this year. We shall hold comment on this issue for a moment.
--- In other areas, the Governor has relatively maintained his good stand-
ing on roads and highway safety, on support for a $1.25 minimum vage, for extend-
ing unemployment compensation, for getting pensions for older people. These are
what might be called middle importance issues.
On the low interest side, the Governor does not do so well. These
include fall-out shelters and civil defense, handling farm labor, and in
combatting the recession.
an one point, however, the Governor has moved out of the read and into
the black and that 1s in helping with new jobs and industry. We shall come back
to this in a moment.
We asked about these state issues not only in the manners indicated
above, but also by probing hard to obtain from people in their own words just
what they feal should be done by the next Administration in Bacramento. Here are
some typical comments:
UDULS Making AND ASSOCIATES. INC.
COMPLDENTIAL - 29.
The elderly owner of a small paint store in Monterey talked about the
"unbalanced budget". A party-voting Republican he says:
"We have spent all our resources and we're going to have to pay for
this, so it means our taxes are going to be increased. I don't
'think we're 'getting pur Money's worth now and I hate to see us giving
out more for nothing. I wish I knew how to get rid of some of the
bureaucrate - get rid of duplications and sweep the sidewalks clean.
Another thing that bothers me is the way they're throwing money around on
welfare. A voman's got ten kids and has never been married, and what
do they do - they give her more money for each kid she has. It's a
pitiful thing to see, but they're sure not going to change things by
giving hand-outs like that. It's my money they're using too and I
trained my kids to grow up decent. They need to do more educating
of people like that and stop all the pampering."
In San Bernadino a housewife who will be voting for the first time this
November is quite aware of the problems she faces, and says with concern:
"We've got to clean up this growing problem of narcotics. Stiffer
jail sentences for 1st offenders and longer term sentences for
2nd and 3rd offenders and peddlers should be made. Negotiations for
control with Mexico and an exclusive group for narcotics control should
be set up. There's been too much conflict and with everyone always
fighting everyone alse, nothing ever gets resolved.
"I'd like to see the school bond get passed this time too. With the
influx of people and population growth, we just must have those schools.
And, I'd rather be taxed for universities than I would for jails to put
juvenile delinquents into.
"Another thing is our water problem. We obviously need 1t badly and
something has to be done about it soon. We'd get more industry out
here in Southern California if ve could get it put in cheaper than se far
is proposed. I think they should also keep working on the conversion of
salt water to fresh. I'd like to see this settled soon. Times'
awasting."
A Negro construction laborer who's unsteady work brings in around
$3,000 a year for his family, feels that this problem of unemployment is not
his alone. A Democrat who will support Brown and Richards because of their progress-
iveness, he says:
LOUIS BARRIS ano ASSOCIATES. INC.
DENTIAL - 30.
"Unemployment has hit all over the state, and the working people are
having a hard time. I feel if they solve the problem of machinery,
we would have more jobs than ve do. The foreign countries should
be traded with more - it would help us to have the extra business.
The goverment should, if industry doesn't get rid of some of the stuff
we've over-produced by selling to other countries. Our workers need
to get back to work. Just because they're not getting paid doesn't
mean they can stop eating and not get sick. And prices are going up
all the time. It's all you can do to keep going while you're working,
but when you're not, that's when things really get tough."
A sixty-four year old woman in Alameda County said she vas concerned
about the treatment of the elderly. As & Democrat, she plans to vote for
Mixon and Richards, who she feels will be interested in the "little people".
On the issue of importance to her, she says:
"Stop making the old people give up their property when they apply
for their pension. It would help so many people I know if the government
would realize how hard it is for older people to get along on just
their pensions. I don't vorry too much about myself, because I have
enough to keep going with my pet boarding kennel here. But there's
a lot that could do with help from the government. And then there's
nome who could do without help, if they had jobs. Older people
who can do skilled work should have jobs provided for them and
teachers over-aged, if able, should be re-employed."
In K1 Centro, ve talked with a 42 year old Republican who owns a
building supply company. Roads and freeways vas the issue of most pressing
importance to him:
"We have & situation in Imperial County of high deaths and high
accident rates. In the old days, it figured to spend money on im-
provements to correct this. Nov their only concern 18 registration,
but the only vay to stop these accidents is to improve the roads.
They built some nice freeways in the southland but here too they've
got trouble. About 95% of freeway accidents are caused by people who don't
know where the turn-offs are. If they were made standard-off ramps
and on-ramps, the rate of accidents would go down. I only get into
Los Angeles & few times & month, but I know what traffic's like there.
Sometimes I think it'd be better off if they just stopped building so
many new highways and returned to electric railways. It'd mean less
money going for freeways and safer transportation for the people, but,
from what I hear, 1t's the bag trust that's fighting other types of
transportation."
LOUIS white AND ASSOCIATES, INC.
CONTRIBUTIAL 31.
then these comments are added up, here is how they look in statistical
terms:
STATE ISSUES or CONCERN
August, 1968
Total
Voting for:
Dec.
Mar.
Voters
Arown Elson Not Sure
1961
1961
$
%
$
$
%
$
Dazes and wooding too high
38
25
32
42
21
33
Out Burneties Feddlers
all
at
26
all
18
as
More schools
at
at
ao
13
85
26
Rest MA Butter Problems
at
25
15
25
12
24
Complejust
one
9
11
6
10
5
11
High cast W living
6
6
6
6
3
6
Blood
- industry
3
3
2
7
2
4
Just centrol
3
or
1
-
1
-
Small Business problems
.
2
-
#
1
-
Hand Ademiste Water Aguly
&
38
18
$
26
34
Walfare Problems
13
-
11
13
7
he
9
6
going to undeserving
11
9
12
7
9
5
relief to more sasky
2
2
1
-
-
1
10
10
11
aloo
8
18
10
Bebter roads and freeways
5
4
6
6
6
3
Better local transit
3
4
8
2
6
4
Bufores traffic violations
2
2
3
-
6
3
Hola Mar Recols
1
10
to
1
11
H
Givil Mahts
1
1
too
1.
1
too
Mr.
1
2
1
is
la
6
Compunist Infiliation
1
he
3
1.
-
3
1.
Respectionment
&
1
las
1
3
1.
Backs and Recreation
1
1
1
1.
3
_
- later
3
=
-
to
1.
too
1
Iss the too persons.
CONFIDENTIAL - 32.
Here the top five issues clearly are taxes and spending, curbing narcotics
peddlers, education, unemployment and the high cost of living, and the water
problem.
Observation: The water problem slips from first place here only
because people feel something adequate is being done about it. However,
it works overwhelmingly in Brown's behalf and should receive primary
emphasis
The education issue works slightly in Brown's favor but we have
firm evidence that this issue has only recently really begun to move people over
to the Governor.
Observation: We believe this issue can be emphasized with high priority
as well.
The bread and butter issues also work decisively for Pat Brown. Even
though people feel that the Governor has not moved decisively enough in the
economic area, he has a powerful faith that the Democratic Party really cares
and will really help the economy going for himself here. He also has the
specifics of work on minimum wage and unemployment compensation going for himself.
Observation: We would urge that the Governor hit these economic issues
well and state positively that people know the Democrats will care and
will find solutions, while the Republicans turn & cold shoulder to the
needs of those out of work and looking for work.
Before turning to the race for U.S. Senate and the national issues of
concern, let us see how these issues cut in the key areas of the state:
LOUIS HARRIS AND ASSOCIATES, INC.
CO ADERTIAL - 33.
STATE ISSUES OF CONCERN IN CALIFORNIA BY AREA
San
Pen-
Total
Los
Fran-
in- liast
Upper
Lower
San
Voters
Angeles
ciaco
sula
Bay
Valley
Valley
Diego
s
x
x
x
x
$
s
x
Taxes and spending too high
32.
30
loo
8
34
32
36
34
29
Curb Marcotics Peddlers
24
33
1.
-
5
15
13
30
17
-
Education, More Schools
21
20
31
13
18
16
27
1+
Bread and Butter Problems
Unemployment
9
3
4
3
11
11
6
8
High cost of living
6
3
9
8
8
6
2
5
Need new industry
3
1
-
3
4
1
11
4
Rent control
3
1
13
,
5
6
-
3
Small business problems
#
-
-
-
-
-
-
-
Need Adequate Water Supply
20
24
4
14
18
36
14
19
Welfare Problems
Welfare going to undeserving
11
7
13
3
12
24
6
9
Extend relief to more needy
2
2
-
-
2
3
-
-
Transportation
Better roads and freeways
5
3
-
13
9
3
8
4
Better local transit
3
5
-
3
1
1
4
#
Inforce traffic violations
2
2
-
-
3
1
4
3
Help Older People
Medical care for the aged
4
-
3
3
5
2
1
Increase Social Security
2
-
3
4
2
2
-
Jobs, housing for the aged
2
4
-
2
2
1
-
Help handicaped
2
-
-
2
3
-
-
Civil Rights
4
kw
la
8
1.
-
4
1.
-
-
1
IN
2
1
Air Pollution
4
6
1.
-
L.
In
1
6
-
Fight Communist Infiltration
kw
1
1.
-
1.
-
1+
-
-
1
IN
Respportionment
IN
5
1.
-
1
-
-
1.
-
'I
1
1.
Parks and Recreation
3
5
he
100
5
2
3
1
Farm Labor
1
1
1.
-
he
I
1.
-
-
3
1
1
. Less than one percent.
LOUIS HARRIS AND ASSOCIATES. INC.
News Releases
Sprakers Manual
Fact Book
Card Mail hisr
COMPIDENTIAL - 34.
Here it 1s evident that the tax issue is strongest in upper and lower
valley, the peninsula.
The narcotics issue 1a dominant in Los Angeles, but also strong in the
lower valley.
Water is strongest in LA, San Diego, and the Upper Valley.
Bread and Butter issues run strongest in the East Bay, upper valley,
and San Diego areas.
Over-All Observation on the Brown-Nixon Bace: Pat Brown is now moving
well, and barring unforeseen events, has a real chance of defeating
Richard Nixon this November. Above all else, Brown is moving well
in a personal sense, and daily seems to add appeal to his personal
support. It is always important that he personalise this campaign in
every way possible. He must make his television spots human and warm
with emphasis on human issues, such as education and bread and butter
issues. He must also talk about accomplishment in office and the
unfinished business he wants to complete in another term in the area
of education. But he must point to what he has begun on water, its
historic importance. Then he must pledge strongly that he will take
action on narcotics and what is more, prove it by decisive acts nov.
The underlying theme throughout is that the state of California
faces urgent and important problems and that it deserves a Governor
whose sole ambition is to do the best Job possible. Brown can
lay claim to this and proudly say tht be has worked for the state and
the people of California.
In contrast, Brown can charge that Mixon is not really interested
in education, water, narcotics enforcement, solving and alleviating
the problems of unemployment and the high cost of living. To the
centrary, Nixon is hell-bent on using the Governor's office as a way of
rebuilding his national political fortunes so that he can run against
Kennedy again in 1964. No matter how much be disavows this, Brown can
claim, the people can look at Mixon and tell otherwise. Then Brown
can directly ask the people who they would choose anyhow: Kennedy or
Nixon'
This double-edged attack, one of the positive, the other bringing Nixon
down, are highly effective and are the pincers that can bust this
election wide open.
LOUIS Rdeas AND ASSOCIATES INC.
HRH
POLL TAKEN BY BROWN ORGANIZATION
COUNTY
VOTERS
NIXON
BROWN
NO CHOICE
Santa Barbara
184
94 - - 51.1%
79 - 42.9%
11 - - 6.0%
Ventura
121
62 - 51.2%
56 - 46.3%
3 - 2.5%
Imperial (El Centro)
58
26 - 44.8%
30 - 51.7%
2 - 3.5%
San Diego
372
178 - 47.8%
188 - 50.5%
6 - 1.7%
Riverside
202
104 - 51.5%
91 - 45.0%
7 - 3.5%
San Bernardino
286
136 - 47.5%
138 - 48.3%
12 - 4.2%
Orange
341
189 - 55.4%
147 - 43.1%
5 - 1.5%
Los Angeles
924
402 - 43.5%
492 - 53.2%
30 - 3.3%
MEMO
TO:
RN
PROMI DH
00. 1 Finch, Haldeman, Keyes, Chotiner
Rs I Projection of election based on Paste survey Sept 23.
The survey vas restricted to Los Angeles County. In
1960, Nixen's statewide percentage ran 65% shead of his percentage
in Los Angeles County. Theoretically, this fact should
cause some weighting to be done in the following analysis.
I have not made that adjustment because to do 80 would in-
volve RN's new strengths and weeknesses by area, This
sureenly marely projects Los Angeles findings 116 typical of
the entire state.
The following assumptions are a part of this reports
1. Vote turnout in November will be 69% (Jordan estimate).
2. Republican turnouts 71%. Democratic turnouts 67.5%
(Based on the traditionally higher OOP turnout over Demos).
Total registration:
DOP
3,002,039 (39.86%)
Deas
4,289,997 (56.96%)
Others
239,176 ( 3.10%)
Total
7,531,211
Potential vote of two parties (dividing the "Decline to state"
evenly between the 002 and Demos-but not including the
Prohibitionists):
GOP
3,119,214
Demo
4.407,173
Turnout
69% of total registration
5,184,000 votos will be
cast
71% of GOP
2,715,000
67.5% of Demos
2,974,000
Pacts Dell Sept 23
RN1 94.3% of the GOP
2,088,933
18.0% of the Demo
535.446
Total
2,624,379
BGB: 82.0% of the Demo
2,439,254
5.7% of the GOP
126,266
7,565,520
RN plurality
59,859
ELMO ROPER AND ASSOCIATES
TIME & LIFE BUILDING
*** WEST 50th STREET
NEW YORK 20, N.Y.
PLAN 7-4900
October 1, 1962
Mr. Robert Finch
Finch, Bell, Duitaman & Jekel
315 West 9th Street
Los Angeles 15, California
Dear Bob:
I have gone over the study which you sent me, and I an returning
it under separate cover.
I found it a little hard to analyse because the questionnaire doesn't
premit respondenta to express freely what they think the most important factors
in the campaign are. Also, 11. contains no "likely voter" acreen, so it isn't
possible to analyze by those who probably will vote as distingidshed by those
who probably won't.
The first thing that startled the WIS the overwhelming majority of
Negross and Catholics who plan to vote for Governor Brown. I haven't the
varsent notion what might be done to offset that or remody that, but It cer-
tainly represents "group voting" to n very considerable extent.
Despite the difficulty of what I would regard as any real analysis,
certain Udings do stand out. For example, Christopher and Kachel are the
strongest in the two areas where Mr. Nixon is the weakest-wthe central coast
and the valley counties. : should think efforts by Kuchel and Christopher on
behalf of Mixon in these areas would be helpful. Incidentally, sentiment
for attracting new industry to California is particularly strong in those
areas, and the voters are inclined to give Nixon the edge over Brown an best
able to sttract it, so maybe that's the clue as to what Euchel and Christopher
ought to be saying when they PO there. Incidentally, opposition to any in-
crease in social welfare programs is stronger in these areas than in the south,
but : don't know what to do about that.
It seems to mn Nixon has probably made di the hay he can make with
his attacks on the Democrate as the party soft on Communits. The right wing
vote seens to be pretty well sewed up, and what he needs is liberal Democrate
who are unhappy with Brown but who don't like to 560 their party attacked.
1 don't think Mr. Nixon can get much mileage by talking any further
about Brown ducking a TV debate, and I also think be ought to avoid discussion
Mr. Robert Finch
-2-
October 1, 1962
of health insurance na much as possible because my guess is that Brown could
make hay by fighting Nixon's opposition to It.,
Obviously, bringing more water to California is a powerful issue,
and I still have the feeling there must be more in that than meets the eye.
The Californians seen to have 8 particular yearning, according to
this survey, for what might be called "capable administration" and particu-
larly with the candidate's ability to cope with the rising costs of government.
I AM sure your know of the strong desire in the southern counties
for Senate reapportionment. That's the kind of an issue that I wouldn't want
to comment on from a distance.
Actually, Mr. Nixon's record insofer as the Negro is concerned is
extremely good, and I AR sad to see the great preponderance of Negro votes
against him. Isn't there something that can be done in this area?
In any future surveys you have done, I think you ought to insist
that a pretty strict net of "intention to vote" questions is used. We have
done remarkably well with such a set, and it is in this very area that the
Field poll is weak, it seems to me. But in this one there's nothing at all.
: certainly wish I could be more helpfull
Cordially yours,
Elmo Roper
FR:bf
"KNOWLEDGE" ABOUT
RICHARD H. NIXON
"ROW NUCH"
#
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
Vote for Nixon
About Nixon
in This Group
#
24
0
%
Total Interviews
600
100,0
245
40.8
Total Reporting Any "Knowledge"
591
98.5
245
41.5
Vice President
296
49.3
144
48.6
Running for Governor
238
39.7
117
49.2
Republican
96
16.0
47
49.0
Activities in Office
286
47.7
169
59.1
Trips he has made abroad
125
20.8
72
57.6
Trip to South America
40
6.7
22
55.0
Trip to Russia
30
5.0
19
63.3
Talked to, stood up to Khrushchev
19
10
Trip to Russia
11
9
Trip to Sweden, Dermark
27
4.5
14
51.9
Foreign trips-general
28
4.7
17
60.7
Kind of job he did as Vice President
71
11.8
56
78.9
Did a good job as Vice President
64
55
Did a poor job as Vice President
7
1
Kind of job he did on trips
56
9.7
23
39.7
Created good-will, good job on trips
46
20
Had, caused trouble on trips
10
1
For peace
2
2
Association with Eisenhower
32
5.3
18
56.3
Reference to Eisenhower-general
18
6
Assistant to Eisenhower
14
12
Political Activities and Leaning
492
82.0
227
46.8
Ran for President and lost
108
18.0
41
38.0
Ran for President and lost
106
40
Last election-general
1
1
Falls apart under pressure of campaign
1
0
(Continued)
"HOW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
Vote for Nixon
About Nixon
in This Group
@
24
0
N
Kind of politician he is
85
14.2
36
42.4
Politician, party man
39
18
Good, clean, effective, henest
politician
23
15
Bad, dishonest, mudelinging politician
23
3
TV appearances
83
13.5
42
50.6
TV appearances
38
18
Campaign trips and appearances
34
19
Kind of speaker he is
11
5
Stand on John Birch Society, Anti-
Communism
26
4.3
16
61.5
Anti-Communium
9
7
Endorsement of Birch Society members
7
4
Stand on John Birch Society-general
5
2
Against John Birch Society
3
2
For John Birch Society
2
1
Debate with Brown
22
3.7
14
63.6
Stand on labor
22
3.7
3
13.6
Against labor
15
0
Stand on labor-general
3
2
For labor
2
0
Stand on minimum wage
1
1
Stand on employment
1
0
Debates with Kenaddy
21
3.5
4
19.0
Debates with Kennedy
11
1
Showed up poorly on TV
6
2
Did poorly in debates
4
1
Hiscellaneous activities
71
11.8
38
53.5
Reference to Shell
17
8
Primary fight
14
5
To appear at Republican Convention
10
9
Supporters, advisors
7
5
Party with notables
7
4
Vigorous campaigning
5
1
Called Kennedy "carpetbagger"
3
0
New Year's Day parade
2
2
Heetings with Eisenhower
2
1
In court re Japanese
1
1
Dinner at Hilton
1
1
Quiet since becoming candidate
1
1
Heeting with gas and oil representatives
1
0
(Continued)
"ROW HUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
-
Vote for Nixon
About Nixon
in This Group
0
21
0
N°
Miscellaneous stands
54
9.0
33
61.1
Against Brown's policies
13
9
7
5
Conservative
6
0
For big business
4
3
Middle of the road
Liberal
3
3
For less spending
3
3
3
2
Stand on taxes
Stand on welfare
3
1
3
0
Stand on negroes
2
2
For free enterprise
Stand on capital punishment
2
0
For more States' Rights
1
1
1
1
Stand on narcotics
Stand on graft, corruption, law
1
1
enforcement
1
1
Stand on water rights, conservation
1
1
Stand on cross-filing votes
216
36.0
105
48.6
Personal Information
35
5.8
24
68.6
Background and upbringing
10
6
Well educated
Religious, Christian
9
8
Came up the hard way, self-made man
6
5
5
2
Quaker
3
3
Good family background
1
0
School attended
1
0
Honorary degree
34
5,7
17
50.0
Early career
12
8
Lawyer
12
7
Senator
7
0
Helen Gahagan Douglas
War record
3
2
28
4.7
21
75.0
Alger Hime case
27
4.5
12
44.4
From California
Reference to wife and children
27
4.5
10
37.0
(Continued)
"ROW MUCH"
"HOW GOOD"
% Reporting
% Who Vould
This Knowledge,
Vote for Nixon
About Nixon
in This Group
e
:
#
%
Book-"Six Crises"
22
3.7
8
36.4
Book
21
8
7th crisis, Bar exam
1
0
Financial troubles
20
3.3
7
35.0
Honey trouble, Checkers, incident
8
3
Unexplained taxes, finances
6
3
Questioning current campaign finances
3
1
In office for money
2
0
Money from Hughes
1
0
Miscellaneous personal information
23
3.8
6
26.1
New house
17
5
Fire-old house
2
1
Immature, young
3
0
Golfing
1
0
Generalized Personal Impressions
426
71.0
278
65.3
(Unduplicated Count
350
58.3
221
63.1 )
Nice, good man
187
31.2
103
55.1
Good, fine, gentleman, good reputation
83
54
Nice, pleasant, all right
75
33
Tolerant, fair, open-minded
11
4
Average man, typical, modest, humble
7
3
Clean living
6
6
Kind, considerate, thought ful
3
1
Quiet man
2
2
Honest, sincere
101
16.8
83
82.2
Honest, trustworthy, upright
62
51
Sincere, forthright, straight-forward
39
32
Wonderful
42
7.0
34
81.0
Wonderful, tops, terrific
16
14
True American
11
7
Impressive, prominent, above average
8
6
Diplomat, stateman
5
5
Great leader, great man
2
2
Good family man
36
6.0
25
69.4
(Continued)
"HOW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
4
Vote for Nixon
About Nixon
in This Group
o
%
o
%
Intelligent
35
5.8
14
40.0
Intelligent, smart
20
11
Brilliant, intellectual
8
2
Clever, shrewd
7
1
Nice personality
25
4.2
19
76.0
Nice personality
16
11
Friendly, warm, popular, well-liked
8
7
Tactful
1
1
Specific Personal Impressions
556
92.7
252
45.3
(Unduplicated Count
333
55.5
138
41.4)
Experienced, capable
54
9.0
43
79.6
Experienced, well qualified, well
informed
17
14
Capable
14
10
Experience, knowledge of government,
politics
13
11
Good administrator
4
3
Experience, knowledge of State affairs
3
3
Experience, knowledge of foreign affairs
2
2
Good organizer, good planner
1
0
Double-talker, not sincere
53
8.8
5
9.4
Double-talker, hypocrite
23
0
Not sincere, not trustworthy
22
1
Fence straddler
8
4
Good for California
45
7.5
40
88.9
Too ambitious
40
6.7
6
15.0
Hard-working, dependable
31
5.2
26
83.9
Hard-working, serious, stern
12
11
Dependable, reliable
10
9
Conscientious, tries to do his best
9
6
Opportunist, ruthless
28
4.7
4
14.3
Opportunist
9
3
Ruthless, cold, calculating
6
0
Doesn't care who be hurts
5
0
Domineering
4
1
Unscrupulous, no principles
4
0
(Continued)
"HOW MUCH"
#
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
Vote for Nixon
About Nixon
in This Group
0
%
0
%
Ambitious, aggressive
27
4.5
13
48.1
Ambitious
16
7
Aggressive
8
4
Determined to get ahead
3
2
Courageous
26
4.3
20
76.9
Courage of his convictions
11
8
Has courage, guts
8
5
Not afraid to speak out
4
4
A leader
2
2
Takes the initiative
1
1
Out for the good of the country, has done
great service
25
4.2
22
88.0
Out for the good of the country
9
9
Has done great service for the country
9
7
For the people
7
6
Unpleasant personality
23
3.8
5
21.7
Conceited, smug, egotist, too sure
11
0
People don't like him, not popular
4
2
Lacks tact.
3
1
Not varm, not friendly
2
2
No personality
2
0
Arrogant
1
0
Will run for President, won't stay on
the job
23
3.8
4
17.4
Dedicated, high ideals
21
3.5
20
95.2
Is a dedicated man
11
10
High ideals, aims, vision
10
10
Strong, fighter
21
3.5
16
76.2
Strong, powerful, forceful
7
5
Good, strong fighter
4
4
Won't be pushed around, fim
4
3
Drive
4.
2
Fights to get what he wants
2
2
Not capable
20
3.3
5
25.0
Not capable, weak, lacks power
14
3
Lacks experience for State government
5
1
Out of politics too long
1
1
(Continued)
"HOW MUCH"
"ROW GOOD"
% Reporting
% Who Would
This Knowledge
4
Vote for Nixon
About Nixon
in This Group
0
N
#
%
Miscellaneous positive impressions
20
3.3
16
80.0
Cool-headed
6
6
Conducts himself with dignity
5
5
Realistic, practical, down to earth
4
2
Independent, thinks for himself
2
2
Self-assured, confident
2
1
Good self-control, poise
1
0
Miscellaneous negative impressions
99
16.5
7
7.1
Bad for California
16
0
Less popular now
8
3
Cry baby, poor loser
6
0
Hasty, impetuous
5
3
Losss his temper
2
0
Follower, yes-man, lacks initiative
2
0
Gots into trouble
1
1
Lacks self-confidence
1
0
Just don't like him
16
0
Emphatic negative
42
0
Positive impressions
270
45.0
216
80.0
(Unduplicated Count
170
28.3
119
70.0)
Negative impressions
286
47.7
36
12.6
(Unduplicated Count
190
31.7
30
15,8)
"KNOWLEDGE" ABOUT
EDMUND G. BROWN
"HOW MUCH"
"ROW GOOD"
I
% Reporting
% Who Would
This Knowledge
Vote for Brown
About Brown
in This Group
0
%
0
N
Total Interviews
600
100.0
237
39.5
Total Reporting Any "Knowledge"
584
97.3
236
40.4
Governor
421
70.2
193
45.8
Running for Re-election
120
20.0
62
51.7
Democrat
80
13.3
36
45.0
Activities in Office
585
97.5
293
50.1
Duncan execution
232
38.7
102
44.0
Refused clemency
120
58
Did right to refuse clemency
32
14
Against capital punishment
28
10
Reference to Chessman
26
10
Capital punishment-general
16
7
Reference to other executions
4
1
Stand on capital punishment
3
1
Favors capital punishment
2
1
Should not have refused clemency
1
0
Kind of job he has done as Governor
129
21.5
67
51.9
Has done 8 good job as Governor
91
66
Has done a bad job as Governor
38
1
Kind of job he has done on the water
problem
85
14.2
51
60.0
Did a good job on water problem
77
51
Stand on water rights, conservation
6
0
Did a poor job on water problem
2
0
Kind of job he has done on the state
economic problem
40
6.7
19
47.5
Did a good budgeting job-State is
out of the red
14
12
Raised taxes
8
2
Taxed cigarettes
6
2
Did a poor budgeting job-budget
is unbalanced
6
0
Bond issue
3
1
Taxing Japanese claims
1
1
Lowered taxes
1
1
Franchise tax
1
0
(Continued)
"ROW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
4
Vote for Brown
About Brown
in This Group
0
%
#
%
Kind of job he has done on the education
problem
23
3.8
12
52.2
Job he did on education, schools
15
10
Stand on education, schools
4
1
Took Dible out of schools
4
1
Kind of job he has done on the welfare
problem
21
3.5
13
61.9
Job be did on help for the aged
7
6
Job he did on the welfare program
5
2
Job he did on medical care
4
4
Reduced veterans' loans
3
0
Responsible relatives law
1
1
Stand on
medical care
1
0
Miscellaneous activities in office
55
9.2
29
52.7
Job he did on narcotics
16
6
Job be did on highways, traffic
15
8
Job be did on labor, employment
13
8
Job he did on civil rights, segregation
3
2
Job he did on graft, corruption, law
enforcement
3
1
Job he did on farm, farm labor
2
2
Consumer Council
1
1
Remodeled printing plant
1
1
Took files from arsonal
1
0
Political Activities and Leaning
288
48.0
93
32.3
Kind of politician be 10
68
11.3
16
23.5
Politician, party man
40
6
Good, clean, effective, honest
politician
15
8
Bad, dishonest, mudelinging politician
13
2
TV appearances
37
6.2
11
29.7
TV appearances
31
10
Kind of speaker he 10
6
1
Campaigning
35
5.8
10
28.6
Compaigning in California
33
10
Vigorous campaign
2
0
(Continued)
"HOW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
I
Vote for Brown
About Brown
in This Group
0
%
@
%
Moving to Los Angeles office
33
5.5
8
24.2
For labor, for the working man
20
3.3
14
70.0
For labor
14
9
For the working man
5
5
Against labor
1
0
Miscellansous stands
49
8.2
15
30.6
Liberal, progressive
8
5
Stand on taxes
5
1
For more spending
4
2
Stand on negroes
4
2
Stand on boxing
4
1
Follows Kennedy's policies
4
0
Stand on narcotics
3
0
Against Nixon's policies
2
1
Favors Northern California
2
0
Stand on respportionment
2
D
Stand on cross-filing votes
2
0
New frontier
2
0
Conservative
1
1
Stand on John Birch Society
1
1
Stand on farm, farm labor
1
1
Middle of the road
1
0
Radical,socialist
1
0
For big business
1
0
Stand on economy-general
1
0
Miscellaneous political activities
46
7.7
19
41.3
Debate with Nixon
12
8
Reference to his advisors, supporters
9
5
Primary
8
2
Reference to Kennedy visit
4
1
Reference to Democratic Council
4
1
Riota in San Francisco, Sacramento
2
0
Will dedicate dam with Kennedy
2
0
Attended convention
1
1
Drafted platform
1
1
Attended fair
1
0
Oakland bridge
1
0
New Custome House in Los Angeles
1
0
(Continued)
"HOW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
Vote for Brown
About Brown
4
in This Group
#
%
0
%
Personal Information
120
20.0
42
35.0
Vacations
37
6.2
12
32.4
In Sierras
20
8
Swimming
8
1
Fishing
7
3
Golfing
2
0
Catholic
27
4.5
10
37.0
Catholic
20
7
Religious Christian
6
3
Remarks about other churches
1
0
Early career
22
3.7
10
45.5
Attorney General
12
4
District Attorney
9
5
Senator
1
1
Miscellaneous personal information
34
5.7
10
29.4
Reference to wife and children
18
5
Well educated
4
2
New governor's mansion
4
0
Wears glasses
3
1
Pat
2
1
Self-made man
2
1
Immature
1
0
Generalized Personal Impressions
367
61.2
214
58.3
(Unduplicated Count
312
52.0
171
54.8)
Nice, good man
242
40.3
132
54.5
Nice, pleasant, all right
101
47
Good, fine, gentleman, good reputation
78
48
Good family man
18
9
Tolerant, fair, open-minded
17
11
Kind, considerate, thoughtful
10
9
Intelligent, mart
9
3
Average man, typical, modest, humble
6
4
Quiet man
2
1
Clever, shrowd
.1
0
(Continued)
"HOW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
#
Vote for Brown
About Brown
in This Group
#
:
@
%
Honest, sincere
64
10.7
45
70.3
Honest, trustworthy, upright
38
27
Sincere, forthright, straight-forward
26
18
Nice personality
40
6.7
22
55.0
Friendly, warn, popular, well-liked
27
17
Nice personality
13
5
Wonderful
21
3.5
15
71.4
Wonderful, tops, terrific
9
7
Impressive, prominent, above average
7
4
Great leader, great man
3
3
Brilliant, intellectual
1
1
True American
1
0
Specific Personal Impressions
401
66.8
175
43.6
(Unduplicated Count
263
43.8
108
41.1)
Not capable, weak
66
11.0
16
24.2
Not capable, weak, lacks power
30
7
Follower, yes-man, leaks initiative
20
6
Not intelligent enough, confused
9
2
Lacks experience for State Government
4
0
Been in politics too long
2
1
Figurshead
1
0
Good for California
43
7.2
33
76.7
Conscientious
43
7.2
22
51.2
Conscientious, tries to do his best
34
17
Hard-working, serious, stern
6
3
Dependable, reliable
2
1
Realistic, practical, down-to-earth
1
1
For the people
35
5.8
31
88.6
For the people
11
9
Knows what the people want, need
9
9
Out for the good of the State
8
7
Has done great service for the State
7
6
Double talker, not sincere
30
5.0
3
10.0
Double talker, hypocrite, evasive
10
1
Fence straddler
9
1
Not sincere, not trustworthy
9
0
Opportunist
2
1
(Continued)
"HOW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge,
Vote for Brown
About Brown
in This Group
#
%
#
24
Bad for California
25
4.2
3
12.0
Courage of his convictions
22
3.7
16
72.7
Courage of his convictions
10
6
Independent, thinks for himself
4
4
Not afraid to speak out
2
2
A leader
2
2
Won't be pushed around, firm
1
1
Takes the initiative
1
1
Has courage, guts
1
0
Can take it
1
0
Too ambitious
22
3,7
6
27.3
Out for himself, too ambitious
14
3
Aggressive
4
2
Wants power
2
0
Determined to get ahead
1
1
Ambitious
1
0
Capable, experienced
20
3.3
15
75.0
Capable
10
8
Good administrator, good businessman
4
2
Experienced, qualified, well Informed
3
3
Experience, knowledge of gov'tpolitics
2
1
Experience, knowledge of State affairs
1
1
Miscellaneous positive impressions
20
3.3
17
85.0
Strong, powerful, forceful
5
4
Good, strong fighter
2
1
Active, vigorous
1
1
Cool-headed
5
5
Good self-control, poise
1
1
Fights to get what he wants
2
2
Drive
1
1
Dedicated man
2
1
High ideals, aims, vision
1
1
(Continued)
"HOW MUCH"
"HOW GOOD"
% Reporting
% Who Would
This Knowledge
Vote for Brown
About Brown
in This Group
0
%
0
H
Hiscellaneous negative impressions
75
12.5
13
17.3
No personality
8
3
People don't like him, not popular
6
1
Less popular now
1
0
Gets into trouble
5
2
Hasty, impetuous
2
1
Loses his temper
1
1
Loud, argumentative
4
1
Arrogant
2
0
Domineering
2
0
Conceited, smug, egotist, too sure
7
1
Ruthless, cold, calculating
1
0
Unscrupulous, no principles
1
0
Stubborn
1
0
Lacks self-confidence
1
0
Just don't like him
16
2
Emphatic negative
17
1
Positive impressions
183
30.5
134
73.2
(Unduplicated Count
163
27.2
117
71.8)
Negative impressions
218
36.3
41
18+8
(Unduplicated Count
141
23.3
30
21.3)