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This file contains:
From Nofziger to Frank Leonard RE: effectively serving RN. 1 pg. [Subject: White House Staff] [Memo], 8/12/1971
Handwritten notes generated by Haldeman relating to the RNC. 1 pg. [Subject: Campaign] [Other Document], 10/8/1971
Handwritten notes generated by Haldeman relating to the campaign. 6 pgs. [Subject: Campaign] [Other Document], 10/8/1971
From Strachan to "The Record" RE: campaign advertising. 3 pgs. [Subject: Campaign] [Memo], 10/30/1971
From Strachan to "The Record" RE: meeting between Colson and Nofziger. 2 pgs. [Subject: White House Staff] [Memo], 10/14/1971
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26145073
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WHSF: Contested, 7-19
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26145073
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WHSF: Contested, 7-19
description
This file contains:
From Nofziger to Frank Leonard RE: effectively serving RN. 1 pg. [Subject: White House Staff] [Memo], 8/12/1971
Handwritten notes generated by Haldeman relating to the RNC. 1 pg. [Subject: Campaign] [Other Document], 10/8/1971
Handwritten notes generated by Haldeman relating to the campaign. 6 pgs. [Subject: Campaign] [Other Document], 10/8/1971
From Strachan to "The Record" RE: campaign advertising. 3 pgs. [Subject: Campaign] [Memo], 10/30/1971
From Strachan to "The Record" RE: meeting between Colson and Nofziger. 2 pgs. [Subject: White House Staff] [Memo], 10/14/1971
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Richard M. Nixon's Returned Materials Collection
Contested Materials Files
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Richard Nixon Presidential Library
Contested Materials Collection
Folder List
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
7
19
8/12/1971
White House Staff
Memo
From Nofziger to Frank Leonard RE:
effectively serving RN. 1 pg.
7
19
10/8/1971
Campaign
Other Document
Handwritten notes generated by Haldeman
relating to the RNC. 1 pg.
7
19
10/8/1971
Campaign
Other Document
Handwritten notes generated by Haldeman
relating to the campaign. 6 pgs.
7
19
10/30/1971
Campaign
Memo
From Strachan to "The Record" RE:
campaign advertising. 3 pgs.
Friday, June 18, 2010
Page 1 of 2
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
7
19
10/14/1971
White House Staff
Memo
From Strachan to "The Record" RE: meeting
between Colson and Nofziger. 2 pgs.
Friday, June 18, 2010
Page 2 of 2
Republican
National
Committee.
August 12, 1971
MEMORANDUM FOR FRANK LEONARD
FROM LYN NOFZIGER
Rn
I recognize that it is more to your advantage to try to please
the President and Bob Haldeman than it is to try to please me,
but I firmly believe that it is better to try to serve the Presi-
dent well than to try to please him, and that is what I think you
are trying to do--please him with that kind of stuff that you
read to me over the phone. I surely don't believe it serves him
well.
You cannot write that kind of stuff in a partisan publication
and have anybody believe it. It is too obviously puffery. Worse,
it destroys the believability of the other things we try to do.
I can't tell you how disappointed I am that you don't seem to be
able to discern the difference between effective writing and what-
ever it is that you're writing now. It sure as hell isn't effective.
Dwight D. Eisenhower Republican Center: 310 First Street Southeast, Washington, D.C. 20003. (202) 484-6500.
Rnc - him not
10/8
nuts a lates making more sense than ever
Research + Ae Bolt - excellent
- Press /PR ) much better
- Servicing party people
1
Evans + Dole - in last 2 mais
talking to each other + Evans
lives w/ out public role
-approaching nervous brealdown
- too much pressure.
-not supposed to becinolved in 11/9
denner but a Fun
N
Fins
a former cash ploce prollem,
that denner will tale careol
no long term hin procis.
3
Cong Comm & Sen Comm working
on Sen's & -Cong, so
Rnc primarily re-eleet the P.
Cits Comm- -
Rec. AG- Dole
idyou can't
- lits people think Evansculting my
Elvanor not
esp a Pin level
- esp hee nunn in Din areas
of RNC
Evans
Cits Comn playing larger role
Evans coedto
at expense of R nc
overly
but now
5
wt off ever
no info on Flemming
a threame
B
TOAG,
"hi regard for Magrider but lack of standing in par
Cits.Comm considered 2nd echelon people
10/8
H, cwc, Legn not
Deputy camn:- byn not
- Tennis Sun - Bath, G + a place
cwc "Credibility prol"-
her definding we of monday +
other publics
- going so strong t becomes
counter- - productive
- who Oasically helping
- "Dhope a pul ul Boe Dole."
H - - mon- a case in pt + obviews has
excep record in attack
- whe measured by news pickuper
people commentaround country
CWC - "little resentment when we
asec Der stuff ?"
- Ex. old people + haslow
H - really convineed mere mp
than FU on PS old follo spe.
Ln - "try to put WH 1st
H - frosts- charging ag / WH account
RNC has nother $ other than R/WH
Rnc is the poli aim of WH.
LN - you guys but me in to
make a case
cwc + the file of "no's"
- doesn't want to reprint anything
H- - limited readership so repunts value
cwc - no specific issue, but last
3 mos of requests +ne.
based on policy of not reprinting
edit's + colums
LN "we are not a reprict journal"
H- only funeral home uses black
Ex cover
1st Mon -Rapn * France Geonard agree le ad.
Ln - cost of $- most on mal
15,000 15, $2500 produce per well
- know has increased sustaining
contiby (15-25)
mon - 50,000 circul up Pr/15,000
ISE mon - 280,000
H - whe malkeup + content of mon 1st mon
perform 2 goals - build P+ attack enemies,
lost of $; attack is finet consistent©
-throback off Muskie + onts FMK
1 principal value of attack is peck-up
2
in other jocernals
But now need to push positive
stories - our goddam camn
is always complaining about
what is wrong"
- must push positive - Excitements
Upbeat
LN- pushes facts not adject
H - if we don't go out + push god
incornate beed no one else will push
Ln- doesn't like "lold, couregeous."
H - if Boston Gluer says "bold P" why
wh won't R ne H Wins
- P and to go beyl method + watent
to capture stories
Ln- wont push stories that have
Drail measure play in papers,
wont read t
H - not true, couldn't disagree more,
must convinue themselves that it decision
- Repetition in more exiting ways
- not same black cover, same
color, etc.
- Mail splers info just te 40 colemnents
not to w, 000 Reps
H - Ln - not an impasse, but
what we need 2 publics
Ln doesn't want te sociifice
mon.
H - more specials on 1st mon basis
whe an envelop
- 2 Editions arrive together
1
Positive - Leonard on,
top The Lift of headership
2
2
mon underneath w/Ln
H- - on top sugges. of Leonard, whom
LN resents?
mon - cut line exciting etc.
H-a difference in tone or approach
- not effective journal, good
joes attack + poor joe on support.
- need esp great as near elec
Ln- - agrees + push support.
- deep class public + use Leonard's
inserts
1
Spectacular up cover - not just color
M
Leonard - fulltimeznberts
a decuater
It - monthly mag - "don'tget t too classy"
cwc
"Ln you have a betch w/me - I push
you to hard.
"you resent my asking 6n to do things."
Ln
"I resent fact that don't enderated
our procis we try our best
to get things done"
cwc
"my batting overage is spectocularly bad"
L nt cwc - "an attutudinal problem"
Ln-will sondbag".
WE - this to cl his orders + his own ideas
H- not operates on Rn only it half it"
Ln- P actson hoste + sometimes weeny
Chairman
LN- Boe Dole terday is not Dole of
before
1) he's two tered, over scheduled
H - when Dole in boondods his
douber gets knocked dun.
- the party hacks just bitch.
2) Sensitive about critecism,
or "being next agrew;" pasa
LWC - Dole has lost his sell confid
H - 1) get off road
- Ln
minor re closedum
H- I'll tell P that new
phase - call Qrl here,
big shot 3.4 3. times and
per next discuss of P w/Dole
cwc- - must receive winning psychol
LN - Dole's arm = pain
Dole is a loner + to went get
in + word cel RNC staff
get's deen have on any little mistake
- -taines has noel well full time- &
G
Ln to see Tom Sheppord +
review
malill
LN
some but not all valid pts
not so immused in mon
CWC - if Dole wont start attaching,
then need a spokesmon- - Evans?
in-no a split eet Dole + Evens
THE WHITE HOUSE
WASHINGTON
October 30, 1971
ADMINISTRATIVELY CONFIDENTIAL
MEMORANDUM FOR:
THE RECORD
FROM:
GORDON STRACHAN
G
SUBJECT:
Haldeman, Cliff Miller,
Peter Dailey meeting -
Campaign Advertising
On October 26, Peter Dailey, who had just been hired by
the Attorney General to be the Advertising Director for the
Campaign, and Cliff Miller met with Mr. Haldeman for one hour
to review difficulties in advertising from the '68 Campaign
and Bob Haldeman's views about advertising for the 1972
Campaign.
Cliff Miller opened the meeting by saying that his purpose
was to introduce Peter Dailey to all the "players" in the
middle level strategy group (Dick Moore, Harry Dent, Len
Garment, Jeb Magruder, Bob Marik, hopefully Dwight Chapin
and definitely Pat Buchanan).
Haldeman reviewed his understanding of the current status -
that there will be a "house agency; that it is Peter Dailey's
primary responsibility to build a working agency; that the agency
will be funded out of Committee funds for the time being but
that eventually the Agency will be fully funded from "earned
commissions.
Dailey raised the point about the AAA attitude toward the house
agency rebates to clients, but both agreed that after discussion
with John Crichton that there would be no AAA opposition to this
arrangement by the Campaign though there would be some minor
legal problems. Miller mentioned the Ahmanson/Galaxie-IRS
problems but Haldeman discounted that as an obvious ploy and
reaffirmed his view that we would not flount the law.
Haldeman discussed Dailey's biggest job, that of staffing the
in house agency. He indicated that Dailey must establish rapport
with the AAAs and draw on specific talent pools. It is Haldeman's
understanding, confirmed by Peter Dailey, that the agencies would
"make persons available at the out of pocket cost" from the
donating agency. Dailey reviewed the anchor and loan program
that 1) establishes a list of agencies that really want to
-2-
make people available, and 2) that the AAAAs can send a
letter asking for people who are interested.
Haldeman emphasized that it would be Dailey's responsibility
to "look for who you want not for who wants to help us." He
emphasized that the three top jobs that Dailey should get are
1) a creative director; 2) a media director and 3) a TV director.
Each would then begin work on recruiting their own staffs.
Haldeman re-emphasized the importance of recruiting quality
people, so that even Doyle Dane - though generally against
us - may have an individual that we want and will use.
Haldeman went on to say that the two qualifications for the
individuals would be a philosophical and political commitment
to our cause and then top quality individuals.
Haldeman said that we would have to avoid automatically the
turning to the people that have worked in previous Campaigns,
such as Ruth Jones to be media buyer and Newton to be a
consultant. He did not rule these people out but just urged
Dailey to be careful.
Haldeman directed Dailey to contact Len Garment about who
should be visited by Dailey at Fuller, Smith as well as all
other people involved in advertising in 1968.
Dailey said he is basically pursuing people which will give
him group security and good flexibility. Dailey also suggested
that he may keep the key spot as our people, but go outside
to contract individually for certain creative groups at
approximately 2-3%. He suggested going outside for these
groups because he is concerned about obtaining operational
level people who have worked together before. Dailey would
retain creative control at the top but use operational people
outside.
Haldeman agreed and suggested that it would probably be best
to have very few people in Washington. Only Dailey's immediate
group - not most of the advertising staff - would be located
here. This would not only be cheaper but would enable Dailey
to retain more effective control, by being the man in Washington.
Dailey emphasized his five goals: security, tight control,
fiscal responsibility, maximum flexibility, and return of
commissions.
Haldeman said the first thing we should get is a number one
business man to ride herd on money. This individual would be
Washington based and tough.
-3-
Miller suggested that "Campaign Associates" be revitalized, but
Haldeman and Dailey urged the setting up of a separate corporation
independent from the Committee for the Re-Election of the
President which would incorporate in Washington or Delaware
depending on Dean's advice. It should be an innocuous name
such as "Communication Counsellors." The agency should not
be closely associated with the President; the association can
be done privately by momentos, tours, etc.
Haldeman emphasized that the biggest problem beside financial
control would be creative in-put. Other problems that Haldeman
emphasized Dailey would face include: the President is the
ultimate client who will develop a clear basic strategy, and
then as Dailey moves toward implementation he (The President)
will change his mind. However, there is a strong feeling
in the President's mind that certain themes should be used
in the Campaign.
Haldeman made the point that the President feels strongly that
he should not use TV spot ads at all. He might do 5 minute
mini documentaries, but as opposed to 20, 30 or 60 second
spots. He basically thinks that we should do very little
advertising.
Haldeman suggested the possibility of a conspicuous non-
advertising campaign. Miller emphasized this might correspond
with the basic strategy of having a non-campaign.
Haldeman, Dailey and Miller are all agreed that too much "ad
work" demeans the Office of the Presidency. Any advertising
should be non-Campaign, low key, though informative. What
is required is a subtle use of money.
Haldeman emphasized that the worst thing that we can do is to
put the President on a par with the other candidates. Miller
raised the problem that the thinking at 1701 is falling into
the cement of the bumper stickers/button syndrome. Haldeman
said that only the RNC should be involved in this classic
women - political troops - distribution of political junk
aspect of the campaign. The campaign must be kept separate from
the Office of the Presidency. Miller said this will take real
muscle.
Haldeman said that he would prefer to get people to wear flag
lapel pins instead of Nixon buttons so that the emphasis would
be upon the Committee for the Re-Election of our President,
rather than the President. The emphasis in the campaign will
be peace, progress and prosperity and this should be personally
associated with our President. We have to stay away from the
"Old Dick Nixon" the campaigner.
-4-
Dailey emphasized that we can make the President a hero, but
Haldeman said that the people around the President can't see
him as a hero. These people must be made to realize that
millions of Americans have never seen any President of the
United States and he can appropriately become a hero.
Haldeman said that there is hero potential in the trips to
China and Moscow, because the networks are more interested
in these trips than in the moon landing, and now the Chinese
have agreed to ground station and satellite coverage so that
color events in the monring from 9-11 will be a prime time,
7 o'clock on the West coast and 10 o'clock on the East coast.
In the meantime, the Democrats will be sloshing around in
New Hampshire which is such an incredibly degrading place to
have to campaign.
Haldeman said that most of the campaign money should be put
into organizational work in precinct, stuffing mail boxes,
dragging voters to the polls rather than buying media time.
Dailey said what we need, however, is an instantaneous
controlled response to current events.
Dailey will join the staff full-time on December 1. He will
leave his family in Los Angeles, though take an apartment here.
Haldeman said that when you (Peter Dailey) get back here it
is "terribly important that you be included in everything -
all strategy stuff - and political meetings."
Miller said that advertising, research and PR would all be
included in the middle level strategy session.
Haldeman turned to GS and said that Peter Dailey should attend
any political meeting regardless of what it is and what it
relates to both at the Committee and here at the White House.
THE WHITE HOUSE
WASHINGTON
Administratively Confidential
October 14, 1971
MEMORANDUM FOR:
THE RECORD
FROM:
GORDON STRACHAN
SUBJECT:
Haldeman--Colson Meeting
with Lyn Nofziger of
October 8
Colson initiated this meeting of October the 8th between
Haldeman, Nofziger, and Colson. No talking paper was
prepared for Mr. Haldeman.
Colson opened with "I detect a 'little resentment' when
I ask for staff from you (Lyn Nofziger) 11 Nofziger's
response was that he tries "to put the White House first"
but that he must maintain the "credibility" of Monday.
Haldeman said "it frosts me that the RNC charges the
White House account" for projects. If it weren't for
the White House the RNC would have no money.
Nofziger said "you guys brought me in to make a case", as
Colson continued through his file of Nofziger "nos" to
Dick Howard memos. Nofziger's response was that Monday
is not a "reprent journal".
Haldeman said "only a funeral home would use a black cover".
He went on to discuss the format of Monday and First Monday.
They perform two goals -- to build the President and attack
his enemies. The attack is fine and consistent, but we
must now push the positive with laudatory adjectives and
verbs. Nofziger agreed to make Monday very positive.
Nofziger does not want Monday to push previously written
laudatory stories, but Mr. Haldeman couldn't disagree more.
Repetition is essential.
Haldeman and Nofziger agree that it might be helpful for
there to be two publications. Monday would remain as it is
but more positive. The second publication would be more like
First Monday with specials similar to "The Lift of Leadership".
The second públication will not become too classy because
-2-
then the problems of The Republican will emerge again.
Colson and Nofziger reviewed Nofziger's "bitch" with Colson
which they agreed was "attitude". Colson agreed to separate
the orders he receives to give to Nofziger from his (Colson's)
own ideas.
Nofziger reports there is a very serious problem with
Chairman Dole -- he is tired, poorly scheduled, demoralized,
and ineffective. Colson agrees. Haldeman directed Nofziger
to convince the Chairman that he should only accept the
big schedule events, get off the road, and make three to four
news making items each week.
Colson suggested that we need another partisan spokesman if
Dole isn't up to it. He suggested Tom Evans. Nofziger said
this would even further exacerbate the deteriorating
relationship between Dole and Evans. All agreed that
Nofziger should try to turn Dole's attitude around before
the approach was made to Evans.
CC: Larry Higby
Bruce Kehrli