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This file contains:
From Robert H. Marik to Jeb S. Magruder. RE: McGovern's Victory in Wisconsin. 2 pgs. [Subject: Campaign] [Memo], 4/5/1972
Handwritten Note. White House Staff notes. 2 pgs. [Subject: White House Staff] [Other Document], 4/28/1972
Handwritten Note. This document discusses state issues. 1 pg. [Subject: White House Staff] [Other Document], no date
Handwritten Note. Title: Comprehensive Strategy Group- 6:30. 1 pg. [Subject: White House Staff] [Other Document], 5/15/1972
Handwritten Note. This document discusses 8:15 meetings. 1 pg. [Subject: White House Staff] [Other Document], no date
Handwritten Note. This document contains Comprehensive startgey meeting notes. 1 pg. [Subject: White House Staff] [Other Document], 4/17/1972
Handwritten Note. This document discusses voting demograhpics. 2 pgs. [Subject: Campaign] [Other Document], 4/14/1972
Handwritten Note. This document discusses budget. 2 pgs. [Subject: White House Staff] [Other Document], 4/21/1972
Handwritten Note. This document discusses a study on Wallace states. 1 pg. [Subject: White House Staff] [Other Document], 4/21/1972
From Jeb S. Magruder to H.R. Haldeman. This document discusses a plan for a Direct Mail operation prepared by Bob Morgan. 74 pgs. [Subject: Campaign] [Report], 4/28/1972
From Robert C. Odle, Jr. to Gordon Strachan. Enclosed in this document is a personnel list and a budget breakdown. 37 pgs. [Subject: Campaign] [Memo], 5/17/1972
From Bob Marik through Jeb S. Magruder to John N. Mitchell. RE: Compass Systems, Inc. 2 pgs. [Subject: Campaign] [Memo], 5/16/1972
From Jeb S. Magruder to John N. Mitchell. RE: General Campaign Strategy. 3 pgs. [Subject: Campaign] [Memo], 4/14/1972
From Jeb S. Magruder to John N. Mitchell. RE: Democratic Primaries. 5 pgs. [Subject: Campaign] [Memo], 4/25/1972
From Robert H. Marik through Jeb S. Magruder to John N. Mitchell. RE: The Deomcratic Nomination. 2 pgs. [Subject: Campaign] [Memo], 5/10/1972
From Jeb S. Magruder to John N. Mitchell. RE: Senator Kennedy. 6 pgs. [Subject: Campaign] [Memo], 4/12/1972
From Arthur J. Finkelstein through Jeb S. Magruder to John N. Mitchell. RE: Conservative Party in New York. 2 pgs. [Subject: Campaign] [Memo], 4/28/1972
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26145972
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WHSF: Contested, 32-2
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document
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pageCount
1
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26145972
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WHSF: Contested, 32-2
description
This file contains:
From Robert H. Marik to Jeb S. Magruder. RE: McGovern's Victory in Wisconsin. 2 pgs. [Subject: Campaign] [Memo], 4/5/1972
Handwritten Note. White House Staff notes. 2 pgs. [Subject: White House Staff] [Other Document], 4/28/1972
Handwritten Note. This document discusses state issues. 1 pg. [Subject: White House Staff] [Other Document], no date
Handwritten Note. Title: Comprehensive Strategy Group- 6:30. 1 pg. [Subject: White House Staff] [Other Document], 5/15/1972
Handwritten Note. This document discusses 8:15 meetings. 1 pg. [Subject: White House Staff] [Other Document], no date
Handwritten Note. This document contains Comprehensive startgey meeting notes. 1 pg. [Subject: White House Staff] [Other Document], 4/17/1972
Handwritten Note. This document discusses voting demograhpics. 2 pgs. [Subject: Campaign] [Other Document], 4/14/1972
Handwritten Note. This document discusses budget. 2 pgs. [Subject: White House Staff] [Other Document], 4/21/1972
Handwritten Note. This document discusses a study on Wallace states. 1 pg. [Subject: White House Staff] [Other Document], 4/21/1972
From Jeb S. Magruder to H.R. Haldeman. This document discusses a plan for a Direct Mail operation prepared by Bob Morgan. 74 pgs. [Subject: Campaign] [Report], 4/28/1972
From Robert C. Odle, Jr. to Gordon Strachan. Enclosed in this document is a personnel list and a budget breakdown. 37 pgs. [Subject: Campaign] [Memo], 5/17/1972
From Bob Marik through Jeb S. Magruder to John N. Mitchell. RE: Compass Systems, Inc. 2 pgs. [Subject: Campaign] [Memo], 5/16/1972
From Jeb S. Magruder to John N. Mitchell. RE: General Campaign Strategy. 3 pgs. [Subject: Campaign] [Memo], 4/14/1972
From Jeb S. Magruder to John N. Mitchell. RE: Democratic Primaries. 5 pgs. [Subject: Campaign] [Memo], 4/25/1972
From Robert H. Marik through Jeb S. Magruder to John N. Mitchell. RE: The Deomcratic Nomination. 2 pgs. [Subject: Campaign] [Memo], 5/10/1972
From Jeb S. Magruder to John N. Mitchell. RE: Senator Kennedy. 6 pgs. [Subject: Campaign] [Memo], 4/12/1972
From Arthur J. Finkelstein through Jeb S. Magruder to John N. Mitchell. RE: Conservative Party in New York. 2 pgs. [Subject: Campaign] [Memo], 4/28/1972
citationUrl
collections
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
32
2
4/5/1972
Campaign
Memo
From Robert H. Marik to Jeb S. Magruder.
RE: McGovern's Victory in Wisconsin. 2 pgs.
32
2
4/28/1972
White House Staff
Other Document
Handwritten Note. White House Staff notes.
2 pgs.
32
2
White House Staff
Other Document
Handwritten Note. This document discusses
state issues. 1 pg.
32
2
5/15/1972
White House Staff
Other Document
Handwritten Note. Title: Comprehensive
Strategy Group- 6:30. 1 pg.
Thursday, August 18, 2011
Page 1 of 4
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
32
2
White House Staff
Other Document
Handwritten Note. This document discusses
8:15 meetings. 1 pg.
32
2
4/17/1972
White House Staff
Other Document
Handwritten Note. This document contains
Comprehensive startgey meeting notes. 1 pg.
32
2
4/14/1972
Campaign
Other Document
Handwritten Note. This document discusses
voting demograhpics. 2 pgs.
32
2
4/21/1972
White House Staff
Other Document
Handwritten Note. This document discusses
budget. 2 pgs.
32
2
4/21/1972
White House Staff
Other Document
Handwritten Note. This document discusses
a study on Wallace states. 1 pg.
Thursday, August 18, 2011
Page 2 of 4
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
32
2
4/28/1972
Campaign
Report
From Jeb S. Magruder to H.R. Haldeman.
This document discusses a plan for a Direct
Mail operation prepared by Bob Morgan. 74
pgs.
32
2
5/17/1972
Campaign
Memo
From Robert C. Odle, Jr. to Gordon
Strachan. Enclosed in this document is a
personnel list and a budget breakdown. 37
pgs.
32
2
5/16/1972
Campaign
Memo
From Bob Marik through Jeb S. Magruder to
John N. Mitchell. RE: Compass Systems,
Inc. 2 pgs.
32
2
4/14/1972
Campaign
Memo
From Jeb S. Magruder to John N. Mitchell.
RE: General Campaign Strategy. 3 pgs.
32
2
4/25/1972
Campaign
Memo
From Jeb S. Magruder to John N. Mitchell.
RE: Democratic Primaries. 5 pgs.
Thursday, August 18, 2011
Page 3 of 4
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
32
2
5/10/1972
Campaign
Memo
From Robert H. Marik through Jeb S.
Magruder to John N. Mitchell. RE: The
Deomcratic Nomination. 2 pgs.
32
2
4/12/1972
Campaign
Memo
From Jeb S. Magruder to John N. Mitchell.
RE: Senator Kennedy. 6 pgs.
32
2
4/28/1972
Campaign
Memo
From Arthur J. Finkelstein through Jeb S.
Magruder to John N. Mitchell. RE:
Conservative Party in New York. 2 pgs.
Thursday, August 18, 2011
Page 4 of 4
Presidential Materials Review Board
Review on Contested Documents
Collection: H. R. Haldeman
Box Number: 312
Folder:
Campaign 19 Part VII March 29-May 17 [Folder 1]
Document
Disposition
22
Return Private/Political MEMO, MARIK TO MAGRUDER, 4/5/72
23
Return
Private/PoliticalN0F NOTES, JSM MALEK..., 4/28/[72]
24
Return
Private/PoliticalM0ES, "LARUF FLEM n.d.
25
Return
Private/Political NOTES, CAMP STRA GRP 5/15/22]
26
Return
Private/Political NOTES, L. Ism -Jm n.d
27
Return
Private/Political!O NOTES, "JOAHOU H -TERTER ; 4/17/[72]
28
Return
Private/Political NOTES, "8130-TUES-MALEC'S. 4/14/[72]
29
Return
Private/Political. NOTES, BUDGET 2 OPTIONS...; 4/21/[72]
30
Retain
Open
31
Return
Private/Political MOTES, "STUDY OH WALLACE -1/24/[22]
32
Return
Private/Political MEMO/ATTACH MAGRUDER TO ARH, 4/28/72
33
Return
Private/Political MEMO, ODLE To STRACHASI, 5/17/72
34
Return
Private/Political MEMO, MARIK TO MITCHELL, 5/16/72
35
Return
Private/Political mEmo, MAGRUDER TO MITCHELL, 4/25/72
36
Return
Private/Political mEmo, MARIK To MITCHELL, 5/10/72
37
Retain
Open
38
Return
Private/Political MEMO, MAGRIDER TO MITCHELL, 4/14/72
39
Return
Private/Political MEMO, MAGRUDER TO MITCHELL, 4/12/72
40
Return
Private/Political MEMO, FINKELSTEIN TO MITCHELL, 4/28/72
Committee for the Re-election of the President
MEMORANDUM
April 5, 1972
CONFIDENTIAL
MEMORANDUM FOR JEB S. MAGRUDER
FROM:
ROBERT H. MARIK RAR
SUBJECT:
McGovern's Victory in Wisconsin
I think there are two observations that are very important about
McGovern's victory which was totally unexpected a few weeks ago.
The first is, whereas all the other candidates depended upon a
few weeks of concentrated campaigning in the state, McGovern
carefully built a volunteer organization over a period of more
than a year. This strategy brought him from a 5% candidate in
the national polls to a position of being able to successfully
challenge all of the more firmly entrenched Democratic leaders.
It also allowed him to leave the field far behind in the final
week of the campaign. This is something that Republican Presi-
dential candidates of the recent past have not been able to do
in November. As Murray Chotiner mentioned in the Strategy Group
on Monday, we should have a field organization by now and we don't.
McGovern's performance demonstrates that we ought to get moving
in this neglected area.
Second, if a candidate like McGovern were to win the nomination
in Miami, it might be very hard for people like George Meany to
support him. Meany has made the statement that he could not
support a candidate who advocates surrender in Vietnam. We seem
firmly committed to a strategy of attacking Meany hard, even at
this early date. I want to raise the point that little would be
lost in postponing an attack until after the Democratic Convention
in July. On the other hand, it just might be that the convention
slaps Meany and some of the other established Democratic leaders
in the face, and it would be useful to us if they had the option
to at least remain neutral in the general election in November.
They would never do this is they had been subjected to harsh
personal attack over the months preceding the Convention.
It is the conventional wisdom that someone like McGovern cannot
be nominated by the Democratic Convention. However, as you know,
the new rules on delegate selection have led to a much more left-
leaning mix of delegates so far. Furthermore, it appears that
labor has been less successful than anticipated in electing their
CONF IDENTIAL
- 2 -
own people as delegates in the various state caucuses.
Theodore White on CBS last night speculated that the resurrection of
the new left in the Democratic Party might lead to a convention that
would make Chicago look like child's play. If that occurs, it is not
at all certain that the established forces will win as they did in
1968.
One last point--apparently McGovern had some success in carving into
the discontented blue collar constituency which had formerly belonged
to Wallace. Bobby Kennedy was able to do this in 1968, while at the
same time retaining his credentials as a card-carrying liberal. It
will take hard work and imaginative strategy on our part to assure that
these people, many of whom are Arthur Finkelstein's peripheral urban
ethnics, vote for the President in November if a person like McGovern
is nominated.
It looks more and more like Kennedy for President.
CONFIDENTIAL
4/28
J8m
Bill
malea JAM soues re E'S new Joe on
walker-
Known
ap 38m w puter mappeny
Cole re steirs + issues
Deputy
E+ n on Regional people
E-m This night Miller mardean +
Gorment + Housen - alleonee + pulis
mtg wed
alleged el advertiseng
Garm E cpl re adver
maril direct mail Alan + telepa +
J8Mr
Oaa mty update el Jm -add FM
FM
3 mty add FM
2 more manage of Platting
alast
OFM review tight memos
How mardian away Rlaek
MO wise away for mard+ to Merimon
nJ away pil mose + to JM,
spect 6 Sts pa JM for day to daycen
A-2 weakest
Cal - mordian
men and
ny - Flemming
brygest 85s
TX - ha Rue
Ohio - Mosemon
Ill - al Koup 6 New Eng
nJ- mosiman
Convention - m B vote Coday at 5p
no from view
-Final Vote could lose 4to 3
- go Good, Drig Herman, Timmens,
sat - on RRE Boe knowles, J8m,
follbara Boe Fean, Jm, ha Rue
bios for rest
Fri - D.C. out bed armory
Choices Gattenlerg Phl Tean
atlontic City
atlanta
ha Rue
Flem SE Ua w Va ky RC SC.
8th Flem nokey st
all of soute
Koup NE including lown K only
alat Haw
Koup Vey St
Mardian - Western states
+ not + wise
Yeulter - -mw Farm St
SD, ND Kan, nel,
dowa, minn, Olla
6
Don Mosemam - NJ, Pa and,
md Del, mia
5 Keysts
JM pess Cal, TX, see
ny, phio, R'L.
ha Rue trying to have JM
on sat have all
men lipt in & give each
5/15
Comp Stra Grp. -
6:30
H- - to see ads + promo stuff
before U.S.S.R.
advertising Stra for Voters Blers.
wave II - cretibility of Media
Info to adver Credil - no the heals
but A/D.
Regis - Polling - conduct none
but when are deadlines
-30 days;
Big argu- why Regis any kids.
1:45
L.
JSM - JM really appreciates
815 mays
Joanov
4/17
H - - Teeter re poles -sts - add ?s.
Bost anderson- Eastland adverting Comp.
Camp Shategy mlg
Miller, meet each mon at 1701 for rest 3 Moris
Joanou, Dailey, Meany
Teeter
Dent,
no data on crem pers or off pay ld.
Laba blamed per infla
Flem, Wallace - only 10r 4 Sts runs
Qotina,
as strong as in 68
may,
Genl reference to memo on wal
Garm,
-at this juncture rather have wal
Teeta,
off than on but a very close ?
Finkel,
Buchan,
Marik
advertising Shalegy for Comp - Dailey
3 areas:
Finch
Funda camp Thrust:
Basic media Stra
CC
Special water Blue Groups
of Memofor H) Dailey
1 ade believe P better on QTA
than on address.
- just keep P off personal
attack P only P 'tal;
Suns bang had
- Emplasize Personal accomp
next Personal characteristics
8:30 - Tues- moleas Vote Blocs - IFI
on 4/14
Dean
Eisen - send to Dean for stil
Frestone
no will signed
Dean - Seguria stuff -
will send memo
re no
J8m
- E+ n w/ construe costs planted,
- appear wed, 58m> Rocal
real beast a
- Klein - probab. WH source "in
LAT - 1st page story
- Kevin Phillips > JM re don't
wony about your right,
in
only & on left.
- cwc + DH doing memocn
Collision
- prolul subst V. Poe line
sun. Operation.
Course
eg - RFina in ha re
Cucvim
line on vn.
cwc ujman
- J8m wants nevel Kocht
Eastland -wate
eres men re
confirm
cwc will fight
Weendenst, Jmpioad
Herge doing merno for JM
Hee O'Donnetsiz Kerht
JM wants Timmons over from
w H to 1701
- G. to cover w/Timmons
mid may the ag thendael CHS
Jm- Regis, Get out vote, Ballot Security
Duckley + fairts Co-Cam unde Rocke
for NX.
fewid vote- - FM believes subst in roads,
Policy ught, Golda
Ams represt
Is ame pushing Rn.
x/x/x/x/x
Leddy - Switch Prl mus
mc G
begin mon. Man
Domes Council - ne prol- - E is maleable
JSM- H talded w/E, bew/J8m Crasn't
heard anything no E V JM pol
JM said that E's attitude improved
courface stuation assimproved." "
Mon
JM/H/Teeter pe Strategy
ha Rue
Flem re not head of Pal Div
JM meet Flem today re replacing Don Mossin
# EPA It' Ind- Rude
4/21
Budget 2 -
dep Options
35 + 40m - Total includes
all St expenses
- approved Divis thru Jel
-indie St Budgets -rever
tomorrow + then yo three
ul Stans next week on
advertising - 1/2017 mil include
Budg Comm
commit wore media
11.2
Teleph 2.2 m
Der mail 4.4 m
St Bud's - 8-10
Polling - 800,
Porter 800
PR
800
WH Sup 1.5m
Fin 4 adm- - ealance
- Mosemon hereil
Yeutter - form belt
- Jm tentatu approved 8th + Flem
- ha Rece resisting sues for JM on lights
O' Buen - 2-3wels capabel
Strateges mty -
H must
JM, Dailey's Teeter, Findatein,
IX
J8M, marie; ha Rue, miller
-1st mtg next week - Key States
advertising, etc
>100 professionals -200 Bods.
mss it -st Bootls for Splus etc.
work Bilba wager
no solution on Spokes Res
4/24
Study on Wallage States - 3
LDT -
malea
J8m feeling oats - "Jm really Dees
Solution Out J8m hard on
strongly about this"
-
crappy staff were + FM
will least Iquality decide
Teeter Int + Col Plan as exis.
2
-
manewering to conool post-must
stop screeing arerind or FB
least
action - post Elec
1. Team Effert
2. slay away FM
3. stemp closery off Jm - stategy mty
no Comp Strategy mark -Plansing
for Dept Responsienes
Fm assert cole, as manage Consult
Budget -
2
mtgs Centatere decisions
need better 8C ladgets
36.5 m +4-5 for sts,
not spe Kent on advertis 1.5 under
COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
April 28, 1972
MEMORANDUM FOR MR. H.R
NALDEMAN
FROM:
JEB S. NAGRUDER
Attached for your information is the plan
for our Direct Mail operation which was
prepared by Bob Morgan.
&
Table of Contents
Pages
1. Why Emphasize the Use of Direct Mail as a Media
1
Unique Circumstances
1
Segmentation
1
Pinpointing the Target Voter
2
Demographic Voter Profiling
6
The Swing Voter
6
Mailing Ensemble Elements
8
2. Mailing Ensemble Creativity
9
3. Organization
10
4. Operating Plans and Budgets
12
Strategy
12
Interface - Telephone Operation
13
Organization and Volunteer Development
14
Advertising
14
Budget
15
CONFIDENTIAL
WHY EMPHASIZE THE USE OF DIRECT MAIL AS A MEDIA
Unique Circumstances
The year 1972 presents a unique set of circumstances to re-elect
the President of the United States. He is known to almost every
potential voter, and his position on the political spectrum is
well-established. He probably receives and will continue to
receive more coverage than any other individual in the country.
His constant exposure, via newspapers, magazine articles, radio
and television, will tend to neutralize the effect of those media
as campaign vehicles. Since January 1 through March 18, major
networks have devoted 41 hours and 44 minutes to Mr. Nixon's
China trip alone versus 20 minutes of prime national television
time by Muskie and Humphrey.
This exposure, plus the President's long history on the national
political scene, have crystallized the attitudes of most potential
voters. Ever since the 1968 campaign, a constant level of
approximately 43% of the electorate have supported him in public
opinion polls. Because of the higher registration levels, the
Democratic candidate will be assured of a similar-sized base of
support. The 1972 election, therefore, will probably be close
and will hinge on the decision of the undecided target of "swing"
voters. Our direct mail, therefore, will be focused on that
voter segment.
Direct mail can focus on that segment of the adult population
whose opinions need re-enforcement and/or need a persuasive
message(s) -- the reachable electorate. Direct mail is called
the personal media since it can personally communicate in a
primary manner without abstractions.
Segmentation
Many recent close political campaigns have been waged and won
by identifying various demographic and geographic voting
segments -- then communicating specific issues to these seg-
ments until their opinions change to the degree needed. In
the new book The Ticket-Splitter: A New Force in American
Politics by Walter DeVries and V. Lance Tarrance, they mention
that the best predictors of the swing voters are: income, age,
education, occupation, race and residence. Once this
identification is made, then and only then, can they be reached
with the salient issues that are important to them. Demo-
graphic segmentation of consumer profiles is not a new
CONF IDENTIAL
-2-
concept -- it has been commercially tried and proven! But it has
only been within the past two years that it has been used with
earnest in the political field. In 1972 we should see its
extensive use on a national scope for the Presidential election.
The firm Valentine-Sherman, that works exclusively on Democratic
campaigns and more recently to help elect Hubert Humphrey to the
Senate, claims a 3% to 5% increase in the vote for their candidates
through "the selective segmented approach to direct mail." This
was written up in a recent article in the Minneapolis Tribune
(December 5, 1971). (Tab A)
Another article supporting the segmentation of the voting popula-
tion appeared in the February, 1971 issue of The Journal of
Marketing Research (Tab B). This article brings out how in the
business world various products appeal to consumers having dis-
tinct demographic profiles and how this applies directly to the
political picture.
The "RNC project" conducted on direct mail in Virginia, Kentucky
and Indianapolis in 1971 supports these findings. These tests
were conducted with control and experiment precincts. The effect
of direct mail on the Republican vote in these elections was in
the range of the Valentine-Sherman findings. We consider this
extremely important as the major element of the media mix not
used completely in past Presidential elections. Theodore H. White
stated in The Making of the President in 1960 that Richard Nixon
"would have been President if only 4,500 voters in Illinois and
28,000 voters in Texas had changed their minds." Direct mail is
the media element heretofore not used to its full capability.
Pinpointing the Target Voter
Public opinion polls can relate issues to voter segments. Direct
mail can then pinpoint the voter segments demographically,
geographically, and personally cover with impact in depth the
issues that need directional change. This will result in public
opinion changes by zeroing in on issues, and that reachable
voter segment that needs more personal persuasion.
Universal direct mail lists are available which include the
addresses of 85% of all American families. The names can be
classified according to 25 demographics1 --- 8 indivídual
characteristics and 17 median, or percent characteristics by
census tract. 2 The characteristics that have proven most useful
in the past to define adult market segmentation are:
1) Income
2) Own a telephone but no car -- 28% fall in
this category
1A list of these variables appears in Tab C.
2The cities in the U. S. where census tracts are available with total
mailing counts are listed in Tab D.
CONFIDENTIAL
-3-
3) Own a car but not a listed telephone or no
telephone at the household
4) Own a telephone and a car
5) Live in a single family dwelling unit
6) Live in a multiple family dwelling unit --
2 to 10 units
7) Live in a multiple family dwelling unit over
10 units
8) Annual length of residence up to 10 years
9) Year and make of car
10) Multiple car household
11) Median education by census tract
12) Percent blue collar/white collar workers
by census tract
It is significant how these demographics are applied to the com-
mercial field -- frozen orange juice is an excellent example.
Seventy-five percent of the frozen orange juice
sales is consumed by 25% of the market. Direct
mail pinpoints the 25% by using income, education,
eliminating telephone-only households and apartment
dwellers, picking certain geographic areas, as well
as length of residence.
Another good example of applying demographics to consumer profiles
is the petroleum credit card field.
An active credit card customer must be near a
convenient service station, have an income of
over $8,500 per year for good approval, own his
home, preferably own two cars - one of which is
five years or newer -- and have a listed telephone.
The specific individual characteristics listed commercially predict
buyers' behaviors in many ways. Some applications follow:
Demographic Characteristic
What it Describes
Income
-Credit approval levels
-Life style indicator
-Purchase indicators,
e.g. Buyers' Index
Own a listed telephone but
-01der households if
no car
length of residence
over 9 years
-Excellent geriatric
predictor
CONFIDENTIAL
-4-
-Add female heads of household
to length of residence and you
predict older widows with a
high degree of incidence
-Not a petroleum or tire company
prospect but if length of
residence is under. 4 years, a
good rent-a-car prospect
Own a car but no phone
-Potential poor credit risk
or no listed phone
(half of the people have un-
listed numbers for privacy
and the other half to avoid credi-
tors -- we can't tell which half)
-Younger families on the average
-Families in the acquisition
phase of their household
Own a listed telephone
-Higher credit approval families
and a car
-Longer length of residence
generally associated with this
segment
-Generally older established
families
-Excellent retail industry
potential households
Households living in single
-0lder households as a rule
family dwelling unit
-Higher incomed households
-Better credit risks
-When correlated to income,
good prospects for swimming
pools, building contractors,
summer vacation homes, land
investment, insurance leads,
fertilizer sales, e.g., Scott's
Turf Builder, all major house-
hold appliances, etc.
Apartments -- under 10 units
-Generally described as garden
apartments. More of a tie in
demographic as it is used with
income, length of residence, and
automobile ownership to predict
when it should be eliminated to
zero in on a marketing profile
Apartments - over 10 units
-Since 1963 when new housing
units started to decline, the
CONFIDENTIAL
-5-
apartment segment has taken
a different complexion. It
predicts life style attitudes
more than anything else
Annual length of residence
-This predicts the age of the
up to 10 years
household better than any
other variable. Combined with
apartment ownership and no
automobile it is an excellent
geriatric predictor
-Also relates to credit accep-
tance
Year and make of car
-This fits profiles and life
styles very well. Imagine the
significance of a new Pinto
owner vs a Lincoln Continental
-This also falls out as one of
the most significant predictors
for lead development programs
when a regression analysis is
used
Multiple car ownership
-Good predictor of young families
when one car is a station wagon
-Better credit approval rate with
this segment
-Good insurance and land leads
-Good for automobile sales and
tire sales as well as petroleum
sales
Median education by
-It is more and more clear that
census tract
households with similar incomes
but different education levels
have different life styles.
An example of this is the
$15,000 a year electrician who
will develop different interests
than a Harvard MBA one year out
of school. Product profiles are
geared to the various life styles
-- all products are no longer
geared to all markets. It is
just part of the segmented
approach to marketing
Percent blue/white collar
-This is one of the best pre-
workers by census tract
dictors of the interests of
the households. Again stress-
ing life style vs just income
CONFIDENTIAL
-6-
Best emphasized by the do-
it-yourself market which is
bigger with blue collar
households
These 12 demographics that have commercially proven to be the most
useful are most likely the same ones we would use to identify the
various segments of the voting population. (The book The Ticket-
Splitter, a very politically sophisticated text, agrees with four of
the twelve listed.) For example, the life style of voters living in
homes is different than voters living in high rise multiple dwelling
units. Even The Ticket-Splitter which espouses the highest degree
of political sophistication does not begin to match commercial
expertise. In the area of direct mail demographic applications to
segmented marketing, the political applications are about a decade
behind. One of our objectives in this campaign is to bridge that
gap immediately. The Committee for the Re-election of the President
can catch up by following this direct mail plan.
Demographic Voter Profiling
Presently the Committee for the Re-election of the President is in
the process of relating socio-economic characteristics to geographic
as well as identifiable population elements. The older voters (60
year olds and older) are interested in different issues, e.g.,
Medicare, Social Security, spiraling inflation, retirement plans,
etc. The youth market (18 to 25 years old) is more concerned with
the draft, Vietnam, military expenditures, environment, drugs,
unemployment, etc.
These are two readily discernable elements in the overall voter mix,
but the profiling will allow us to mail by these and other elements
such as: Mexican-Americans, Blacks, affluent suburban young families
25 to 45, new residents of growth areas, high unemployment areas --
you can almost name a segment of the voter mix and there will be
demographic profiling to pinpoint that group.
Again this concept is used often in the business community and is
only another good example of the cross-fertilization that is going
on --- relating proven business techniques to the political arena.
"The Swing Voter"
A large portion of the voter population makes their decision
relatively early in a campaign, e.g., 1960 and 1964 about 70% of
the voters had made a candidate choice by August and did not waiver
from that decision through election dayl.
10RC Study.
CONFIDENTIAL
-7-
The polling done by the Committee for the Re-election of the President
will identify by demographic and geographic segment --
- voters firmly committed to the President
- voters firmly opposed to the President
- undecided, target or "swing" voters.
Direct mail tactically would zero in on the Republicans to confirm and
be supportive of their vote where a key state needs insurance. The
main thrust, however, would be to bring "The Swing Voter" into the
President's camp. This would be done by voter segment tying in to
the issues that the in-house poll(s) say are important by voter
segment. Direct mail would clarify the President's position as it
relates to that particular segment in an intensive manner and create
the margin of safety necessary to insure victory.
The objective of the use of mass media is to contact that fraction
of voters in the population who can be influenced favorably by the
political message. In total numbers, the size of the television market
that can be served. at a given cost is often larger than the number of
households that can be reached by direct mail for the same cost.
However, when one analyzes the percentage of people in each market
who are the influenceable voters, direct mail comes out very favorably
by comparison.
Tab E represents a hypothetical analysis to make that point. In the
case of a television commercial, it might be assumed that 25% of the
sets in a given market are watching that commercial. It might further
be assumed that 80% of the viewers are of voting age. Only about 65%
of the population of voting age will be registered and likely to vote
on election day, and finally, of those likely to vote, a maximum of
perhaps 30% are uncommitted and susceptible to that television
commercial message.
When the television message is thus filtered through
to the influenceable voters, they represent, in this
example, only 4% of the total potential media audience.
In direct mail, on the other hand, much greater control can be
exercised in the selection of households who will receive letters.
Thus, the fraction of letters which are read by influenceable voters
will be substantially better. In the hypothetical example, we have
assumed that 85% of the letters will be deliverable. Most messages
will have a deliverability of closer to 95%. Post election surveys
have shown that approximately 70% of political direct mail is read.
Since the mail will be sent to households, it will be assumed that
nearly 100% of that which is opened and read will be seen by persons
of voting age. By careful selection of the mailing lists, the
fraction of recipients who are registered and likely to vote can be
increased to about 80%.
CONFIDENTIAL
-8-
Finally, direct mail can be carefully targeted to areas where un-
decided voters are known to be concentrated. We can double the
percentage of voters reading the mail who are not strongly committed
and therefore susceptible to the impact of the message on their
vote. That is, the 30% not strongly committed in the television
example now becomes 60% in the case of direct mail.
The cumulative percent, then, of letters which
reach the hands of voters not strongly committed
is 29% in this example, or approximately seven
times the comparable fraction of television com-
mercials in a media market.
Although hypothetical, this analysis has used numbers which are
reasonable to illustrate how direct mail can be many times more
effective than television in focusing a message to a desired
audience.
At a point in time after the conventions and before the final
election the effect of television will probably reach a saturation
point. In the final 60 days before the recent gubernatorial election
in Michigan the emphasis was switched from television to direct mail
after they found that they had reached a saturation point with their
television audience.
Mailing Ensemble Elements
Most mailing ensembles include envelopes, brochures, and letters.
The envelopes can be reproduced with a minimum lead time of two
weeks, but four weeks is more reasonable. The computer forms have
about the same lead time. A brochure's lead time would be slightly
longer due to the set up time and necessity of reviewing proofs prior
to printing.
Suppliers in these areas are already presenting their capabilities
regarding timing, lead time, quantities per week, security standard
operating procedures, and suggested economics of scale.
CONFIDENTIAL
-9-
MAILING ENSEMBLE CREATIVITY - WHAT GRAPHICS AND COPY WORK BEST
BY VOTER SEGMENT
Not all graphics cause the same reaction from all people even if
they are from the same socio-economic and geographic segment of
the voter population.
Practically speaking, we have to find out what graphic combina-
tions sway voter opinion in the direction we want in the shortest
period of time at the lowest cost.
Since the issues are constantly changing, we can only identify
writing styles (not specific copy) which work best and which
are less effective. Direct mail writing styles can be classified
as to the Fog Index 1 length of pages, long paragraphs versus
short paragraphs, etc.
Good judgment and an application of sound business principles
will be directly applied. The objective is to hone in on the
best of a series of good approaches to maximize results -- change
cushioned voter margin.
During the primaries, we are using a series of control groups to
measure election results on a series of mailings.
1The Fog Index is a measurement of the complexity of written material
and is an accepted technique on the degree of readability.
CONF IDENTIAL
-10-
ORGANIZATION
The direct mail organization will be relatively small in relation-
ship to the task and budget. This is accomplished by using the art,
creative and direct mail copy staff of the November Group. A
full-time direct mail copy writer is being searched for now. We
will work directly with the creative and copy staff assigned to us
which will keep our Washington manpower to a minimum.
In Washington the staff now consists of a direct mail manager,
a finance, quality and quantity control coordinator and a secretary.
We now need a math oriented stenotypist in the controls area and
we need an individual with graphic and direct mail skills as a
back up to keep the work load flowing and thereby avoiding costly
errors.
Recommendations
That you approve the hiring of a graphic and direct mail coordinator
starting April 17th ($11,700 for seven months).
Approve
Disapprove
Comments
That you approve the hiring of a math oriented stenotypist starting
April 10th ($5,300 for seven months).
Approve
Disapprove
Comments
Task Force
The significance of the Task Force should be understood at this
time. We have chosen R. H. Donnelley Corporation as our prime
direct mail supplier and requested that specific people in their
organization be assigned to a special group called the Task Force
to work on the Committee's assignments. This meant pulling key
personnel off of their regular management assignments in order to
operate in this group full time. They are the best people
available in Donnelley's organization at their respective jobs.
The Task Force consists of a production manager, data processing
and systems manager, communication liaison and the statistical
quality control function. Direct mail per se does not normally
build in the kind of quality control we desire -- se we will
make that a qualification of our job requirements.
CONFIDENTIAL
-11-
A contract has been signed by Maurice, H. Stans and R. H. Donnelley
which includes a minimum mailing guarantee during the campaign.
Since Donnelley is the largest direct mail firm with the greatest
plant and machine capacity and with the Task Force arrangement,
an exclusive contract is in our best interests. It gives us the
biggest organization in the business with a hand picked staff to
operate our job and to reserve machine time for our peak time.
Donnelley was closing a 250,000 square foot plant in Oak Brook,
Illinois, but has agreed to leave it open through the General
Election and run our jobs with the standard operations procedure
for security that we submit. Jim McCord, the head of the
Committee's security operation, has reviewed the Oak Brook
facility and has made suggestions for improvements (see Tab F).
He will follow up in May so we will be ready security wise for
the General Election.
The Task Force would be in the facility which in effect gives us
an in-house direct mail company completely at our disposal
without the interference of commercial jobs. The authorization
to. see documents pertaining to the Committee's work will be on
a need-to-know basis and all documents will be kept locked when
not in use.
All normal sales management has been stripped away except at
the vice-presidential level which speeds all decisions and gives
us direct access to satisfying our needs while maintaining a
maximum security atmosphere.
Recommendation
That you approve the concept of having an exclusive arrangement
with R. H. Donnelley Corporation which prevents them from per-
forming other political services without the Committee's approval.
Approve
Disapprove
Comments
CONFIDENTIAL
-12-
OPERATING PLANS AND BUDGETS
Successful direct mail primary operations have been completed in
New Hampshire (Tab G shows the first, second and third mailing
ensembles for New Hampshire), Florida (Tab H shows the first and
second mailing ensembles for Florida) and Wisconsin (Tab I shows
the first and second mailing ensembles for Wisconsin). Primary
operations are in progress for Maryland, Michigan and California.
The development of these programs has been refined as they have
progressed.
Strategy
For the general campaign the strategy would be to direct mailing
efforts to reachable voter segments to capitalize on the
selectivity and flexibility available. This would be done by:
1. A. Securing registered voter lists for mailing
purposes in all key states (Tab J) in the
Committee's tape format.
B. Identifying bloc groups in key states that
are reachable. This selectivity would be both
geographic as a saturation mailing or to
individual voters within geographic areas.
C. Technically matching voter registration data
by precinct voter history; individually
matching demographics down to the precinct
and voter level; use algorithms to identify
ethnic names; and matching specialty lists
for specific needs, e.g., elderly, corn
farmers, etc.
2. Mailing to identifiable bloc groups, e.g.,
Agricultural, Blacks, Elderly and Spanish
speaking in key states.
3. Developing lists for the telephone operation and
a system to respond to undecided voters with a
strong get out the vote mailing for pro Nixon
voters.
Specifically these mailings will be going to the key states in
Tab J -- California, New York, Texas, Pennsylvania, Illinois,
Ohio, Michigan, New Jersey, Missouri, Wisconsin, Maryland,
Connecticut and Oregon. These states all have in common a close
contest for electoral votes and a reasonable chance to bring the
state into the Nixon fold for 1972.
CONF IDENTIAL
-13-
Three mailings are scheduled for each target voter. This is
usually enough to establish a communication pattern and accomplish
our goals--
-convert the undecided
-be supportive
-bring in the reachable bloc group.
The target mailings will go to voters in these definable segments--
-Agricultural (see Tab K for details by state)
-Blacks
-Elderly
-Jewish
-Spanish speaking
-Non-ethnic or non-specialty.
Each of the segments above will be identified using registered voter
lists (where available), universal list demographics, algorithm
formulas, 1970 census tract data and other cross reference controls.
This will allow us to only go after reachable voter blocs based on
the voter history by precinct as well as the demographics. Some
of the mailings will go to the undecided voter defined by telephone
operations. Direct mail will only be used as a supportive role to
get out the vote when added insurance for that state is needed.
A major effort is being made to completely avoid any duplication
of effort. This is being accomplished with tight management
controls on all mailings and magnetic tapes.
In states where we have developed a new registered Republican
list on magnetic tape or have cleaned up an old tape, it is a
major asset to the Republican party. How it is used and by whom
should be studied for future party development.
Interface - Telephone Operation
In all key states (see Tab J) where a telephone operation takes
place, we supply the graphics, printing and data processing support --
acting in a staff capacity for their needs. This saves duplication
on list development as well as costly software. In some instances
this support means putting the names of registered voters on cards
(see Tab L for an example). In other instances the telephone number
is put on by a match code process. Whenever we can direct the
volunteer or paid worker to productive calls vis-a-vis non-productive
hand look up of telephone numbers it increases their efficiency.
These cards can be sorted in sequence for ease of processing.
CONFIDENTIAL
-14-
In some cases, a telephone call triggers a letter response from
the computer based on the issue or issues indicated. Tab M is
a complete example of how this looked for the New Hampshire
primary. This same telephone call can identify a voter opposed
to the President which then eliminates this voter from any get
out the vote mailing or personal contact.
Organization and Volunteer Development
Since we are developing a list of all registered voters in the
key states (Tab J), we can develop name and address lists sorted
by precinct. This has proven a boon to the state and county
chairmen who almost immediately capitalize on it to:
1. Structure their county with precinct
captains and give each captain a vehicle
to recruit workers in his area.
2. Develop a checking system to follow up
on the counties and precincts.
3. Develop walking blitzes to get out the
vote.
4. Develop telephone blitzes to get out
the vote.
The direct mail efforts, although good, have their greatest effect
on what they can do for the organization at the grass roots level.
It gives the county chairman a reason to organize as if a reason
was necessary.
Advertising
Direct mail as a personal media works best when it is tied in
thematically with television, newspaper, magazine and radio. The
psychologists often call this the Gestalt approach where the sum
of the parts add to more than any of the parts separately. All
advertising key words, themes, pictures, and overall direction
must work in tandem with direct mail ensembles.
Coordination for this is handled via direct contact with the
creative people in the November Group as well as unstructured
cooperation with the key advertising people -- Phil Joanou and
Pete Daily.
CONFIDENTIAL
-15-
Budget
The estimated cost for that type of direct mail program would
be approximately:
Materials
$ 996,000
Mailing and Services
1,660,000
Postage
1,660,000
Research
41,500
List Development and
Software
392,500
$ 4,750,000
Recommendation
That you approve the above budget as a basis for the
development of a refined direct mail plan for the campaign.
Approve
Disapprove
Comments
It is imperative that we have the capacity to produce 15 million
ensembles in October without conflict. To insure that this
capacity is available, it will be necessary for us to enter into
an agreement with the Donnelley Corporation to set aside the
required computer configuration.
We strongly believe that it is in the best interests of the
Committee that we enter into this agreement. If the need
arises for a rapid response late in the campaign we cannot
afford to shop around for performance -- it must be available
with a fast turnaround plus tight security.
Recommendation
That you agree with the type of an arrangement that is included
in the contract between the Committee and the R. H. Donnelley
Corporation (Tab N). This contract has been reviewed by the
Counsel for the Committee. It was executed on April 6 by
Mr. Stans to facilitate prepayment of $2.5 million, as you had
directed in earlier discussions. It would be possible to amend
the contract if you felt strongly that changes should be made.
Approve
Disapprove
Comments
CONFIDENTIAL
A
Minneapolis Tribune
December 5, 1971
Democrats use computer in '72 vote drive
Bettle Shellunt
One day next year, the computer will cause your tele-
Writer
phone to ring and a volunteer will a * how well-or
Whether-you like the Democratic candidates.
The Deinscrats will spend millions of dollars next year
squeeze out votes with a computer that reads and
Callers also will urge you to register and, in the last few
arizes telephone books, writes personable letters
days before next year's election, 10 vote.
pushes party loyalty.
You may even receive a letter, addressed to you by
it finds out you're a Republican, the computer may ig.
name, inquiring "if you need any assistance, such as a
you.
baby-sitter or a ride to the pole," and identifying the
precise location of your polling place. The signature of
ou're an independent. you probably won't fare much
the candidate will look very real, just as the computer
better.
printed it.
301 if you're a Democrat. the computer will know how
If you are a Democrat living in one of 30 states, there is
you've lived in your home, how big your family is
what you do for a living.
Computer continued on page 15A
Valcatine
Humphrey
Sherman
COMPUTER: Votes sought among poor, old
"I think the Republicans are wasting there money by
doing something like " C To doing." he said "Ithank the
Mine
Derrecrats are craty if they're'not doing for that very
S
Consinued from page 1A
reason."
card the 113: some or these
For next $ cammarem. the leas-
For Valietine ati that veters-ined to be in.
pen to : yours Der. N° abortative
lature be at --- -- Contract
and with letter that comes address to themand
INK in Minnesota they are almost certainly
with Va *time. -an = with Sea.
cruis with Issues and circumstances of direct concerning
W. ter Monume 4a ligure on the and
them and their
In those 31 States, Democratic officials and candidates
have drawn lavi year
In South Duketa. informants information that Rep. James
Last year. for instance Hamphrev reminded Minneson
sults in Minn :-: states
Abditers wai Lie ***** pay. in
largets of his department :0 "tre dese - of pru-
surest 401 Write 15 are. too Contross and the
what is expected see Pernocrate
prams designed to intrease tarm-bargaining power."
statehouse be of sevent 4 to be Hony
ic nomine in to sutteed Reput Sen Karl Mundt.
*eries day.
And in subur inc men who operate Val-
Humphrey is considered likely chent 10* hose States in
entine, Sheem 7 and A. are savoring the fact
which he undertakes tar Name: case. to
that. after 27 months in business, they are the
most
the Denit ratic National = mian. his for
sought-after P. socal consultants in the nation.
mer press secretary, IS 3 10 per me the No 3
man 111 the sendior: Sental compaign, jurning Jack
They don't sell political imagery. but they have er listed
Chestnut and Jehn Markets
more chenis for next year $ campaigns than any of the
television image-makers who do.
And in one border state a liberal governor has enlisted
Valentine, Sherman. even the. he isn: even up for
They also are 'ussy about their clients; they could have
etc tion Text year. E- homes It ELEMP some conservative
added a 32nd state to their operations last week. but
Democrats from the legis sture en the assumption that
Norman Sherman said no. It would have been Republi-
his own range hope on his pc thing through
can campaign and they dun take Republicans.
a legislative program which some Democrats oppose
Right now, V3 entine, Sherman doesn't really need the
Meanwhile, the Republicans. to: are gearing up for CX-
business.
panded use of computers in =oter-identification sur-
veys.
The company already his 170 typists transferring names
and numbers from telephone directories onto sheets.
In Minnesota, the party had betn developing for more
These are fed 17:0 IDS new $250,000 C: reputer, which
than a detade a carbander file that was considered one
kept whiteing 00 hours a day in Edition recording in-
of the most somistitated voter profiles in the country.
formation on magnetic tape and feeding out sheets that
But the Republicans were cauchtshort by inc Valentine.
volunteers will use to record the age. fam iv characteris-
Sherman operation last year, and are ben: on catching
tics, occupation and party preferences of the people in
up.
the telephone DOUNS.
President Nixon's compaign organization already has
It all ends up on magnetic tape. which will in turn pro-
immed
asked Minnesota Resublicans :Dout the kinds of lists
duce the basic data that volunteers will use next year to
ingiem,
that will DV available next year in recent days. least
see that voters was favor the Democratic party or at
receipt
five computer f.rms "ave been nerviewed for the task
least those who favor the candidate wease election the
of converting the card file to a computerized system.
Democrats seck register and then vote.
Knowledgeable informants say the party will spend from
Lear
For the Democrats. getting out the vote has been tedi-
$50,000 to $70,000 to make the conversion.
H
ous, time-consuming task. but of great importance in
most elections because tewer Democrats than Republi-
Valentine thinks that is nonsente. since the Republican
FRANK
cans are "automatic voters."
party is a more homezene us and Re (public in voters
are more consistent and remable Ders than Democrats.
SA
Often these nonatitomatic voters are poor. old or alien-
ated from the positical system. in the view of Jack Vai-
entine, one of the barrers in the Eloominaton firm, LACY
"will do the n: : - that 13, sore Democratic
"if they' re asked cr if they pushed."
In offering the tools for get-out-the-vore drive es. Valen-
SAVE 33% to 53% OFF Original Prices!
time, Sherman makes modest claims. It tells potential
clients that the service can be expected to add from 3
percent to percent to the candidate's vote.
But in most states the Democrats are the majority party
and if they turn out their own vote they win the election.
This, together with the proven results of the Valentine,
Sherman system and Sen Huber: Humpbrey's salesman-
ship. has proved persuasive. Peru sand candidates 20
states already note contract ted for the computer service,
and in 11 more they have made preliminary arrange-
ments for IL
FIRST QUALITY NO-IRON PERCALE DESIGN
The survey will be used in most of the Upper Midwest
states, including Minnesota. I: was learned last week
that the other tents are concentrated in the MISSISSIPPI
--
River Valey 3.1 the way to the Gulf of Mexico. in few
states, the data on voturs WI, be compt in only
0
one or more concressional districts, at a cost ranging
from $10,000 to $13,500 per district.
While Valentine Sherman is not the only company oper-
ating in the fic.: of computer politics, 125 progresshas
easily been the most speciments For 1971. 11, second
full year of operation. Valent and terman will do
more than $1 million in business That figure 15 cortain
to be multipled next year. court only those arrange-
ments that already have been made
ORDER BY PHONE
This fall. Democr us in Ohio decided 10 extend the Val-
entine, Sherman » stem statewide after crc titing if with
24 HOURS DIAL A DAY
the reelect C: Toleve Mayor H my Kessier. Kessler,
who had run second in professional public opinion pulls,
won with 61 percent of the vote.
336-8855
In Totedo, 35 in Valentine, Sherman's pioneer effort on
For prompt
behalf of Hum: *(ty and the DFL ucket in Minnesota
last year. computerated letters were mared 10 thousar ds
Delivery Service
of homes. Thos* in Ledo carried Kessier's statements
on specific ISSU and were intends to sercome poutr
cal weaknesses incovered enrier during the telephone
survey of the city veters.
In Minnesota last year, Humptrey sportsored computer
letters that were 7.3 to morrots in more than 20
key legislative THIS: the p: the there was
simply to identify the DFL Registrative at fidates who
would appear on the baliot party afiliation.
Ordinarily, the in the DEL vote from the top of
the ticket to the bottom runs from 15p recetto 46 per-
A
PIMMS
cent, reflecting the in-end marrest If more local of
fices. Last year. the Patieff in the Late 1 districts was
sharply reduced and must of th se regist five candidates
MON.
As for pre the the :. DELC arman Rich
and More time 3 :' it 4203 their " cal's M.PA
made during vir-cay period at the .! of the Ca.P.
p.ugn. 1145, he ANG. turned out 50.0 "st DFLe:s who
would not others .. pass veted
RICHARD M. JOHNSON*
In the past, marketing research has largely been restricted to tactical questions.
However, with the advent of new techniques, marketing research can contribute
B
directly to the development of strategic alternatives to current product mar-
keting plans.
Market Segmentation: A Strategic Management
Tool
Like motivation research in the late 1950's, market
lems in turn, suggesting solutions now available. Solu-
segmentation is receiving much attention in research cir-
tions to the first two problems can be illustrated with
cles. Although this term evokes the idea of cutting up a
actual data, although currently solutions for the third
market into little pieces, the real role of such research
problem are more tentative. This will not be an exhaus-
is more basic and potentially more valuable. In this dis-
tive catalog of techniques, nor is this the only way of
cussion market segmentation analysis refers to examina-
structuring the general problem of forecasting consumer
tion of the structure of a market as perceived by con-
demand for new or modified products.
sumers, preferably using a geometric spatial model, and
to forecasting the intensity of demand for a potential
CONSTRUCTING THE PRODUCT SPACE
product positioned anywhere in the space.
The purpose of such a study, as seen by a marketing
A spatial representation or map of a product category
manager, might be:
provides the foundation on which other aspects of the
solution are built. Many equally useful techniques are
1. To learn how the brands or products in a class are
available for constructing product spaces which require
perceived with respect to strengths, weaknesses,
different assumptions and possess different properties.
similarities, etc.
The following is a list of useful properties of product
2. To learn about consumers' desires, and how these
spaces which may be used to evaluate alternative tech-
are satisfied or unsatisfied by the current market.
3. To integrate these findings strategically, determining
niques:
the greatest opportunities for new brands or prod-
1. Metric: distances between products in space should
ucts and how a product or its image should be
relate to perceived similarity between them.
modified to produce the greatest sales gain.
2. Identification: directions in the space should corre-
From the position of a marketing research technician,
spond to identified product attributes.
3. Uniqueness/reliability: similar procedures applied
each of these three goals translates into a separate tech-
to similar data should yield similar answers.
nical problem:
4. Robustness/foolproofness: procedures should work
1. To construct a product space, a geometric represen-
every time. It should not be necessary to switch
fation of consumers' perceptions of products or
techniques or make basic changes in order to cope
with each new set of data.
brands in a category.
2. To obtain a density distribution by positioning con-
5. Freedom from improper assumptions: other things
sumers' ideal points in the same space.
being equal, a procedure that requires fewer as-
3. To construct a model which predicts preferences
sumptions is preferred.
of groups of consumers toward new or modified
One basic distinction has to do with the kinds of data to
products.
be analyzed. Three kinds of data are frequently used.
This discussion will focus on each of these three prob-
Similarity/Dissimilarity Data
Richard M. Johnson is Vice President of Market Facts, In-
Here a respondent is not concerned in any obvious
corporated.
way with dimensions or attributes which describe the
13
Journal of Marketing Research,
Vol. VIII (February 1971', 13 8
14
JOURNAL OF MARKETING RESEARCH, FEBRUARY 1971
products judged. He makes global judgments of relative
ratings of values one and two is the same as that between
similarity among products, with the theoretical advan-
two and three, etc. Nonmetric procedures make fewer
tage that there is no burden on the researcher to deter-
assumptions about the nature of the data; these are usu-
mine in advance the important attributes or dimensions
ally techniques in which the only operations on data are
within a product category. Examples of such data might
comparisons such as "greater than" or "less than." Non-
be: (1) to present triples of products and ask which two
metric procedures are typically used with data from rank
are most or least similar, (2) to present pairs of products
order or paired comparison methods.
and ask which pair is most similar, or (3) to rank order
Another issue is whether or not a single product space
k-1 products in terms of similarity with the kth.
will adequately represent all respondents' perceptions.
At the extreme, each respondent might require a unique
Preference Data
product space to account for aspects of his perceptions.
Preference data can be used to construct a product
However, one of the main reasons for product spaces'
space, given assumptions relating preference to dis-
utility is that they summarize a large amount of informa-
tances. For instance, a frequent assumption is that an in-
tion in unusually tangible and compact form. Allowing
dividual has ideal points in the same space and that
a totally different product space for each respondent
product preference is related in some systematic way to
would certainly destroy much of the illustrative value
distances from his ideal points to his perception of prod-
of the result. A compromise would be to recognize that
ucts' locations. As with similarity/dissimilarity data,
respondents might fall naturally into a relatively small
preference data place no burden on the researcher to de-
number of subgroups with different product perceptions.
termine salient product attributes in advance. Examples
In this case, a separate product space could be con-
of preference data which might lead to a product space
structed for each subgroup.
are: (1) paired comparison data, (2) rank orders of pref-
Frequently a single product space is assumed to be
erence, or (3) generalized overall ratings (as on a 1 to 9
adequate to account for important aspects of all re-
scale).
spondents' perceptions. Differences in preference are
then taken into account by considering each respond-
Attribute Data
ent's ideal product to have a unique location in the
If the researcher knows in advance important product
common product space, and by recognizing that differ-
attributes by which consumers discriminate among prod-
ent respondents may weight dimensions uniquely. This
ucts, or with which they form preferences, then he may
was the approach taken in the examples to follow.
ask respondents to describe products on scales relating
Techniques which have received a great deal of use
to each attribute. For instance, they may use rating
in constructing product spaces include nonmetric multi-
scales describing brands of beer with respect to price VS.
dimensional scaling [3, 7, 8, 12], factor analysis [11],
quality, heaviness VS. lightness. or smoothness VS. bitter-
and multiple discriminant analysis [4]. Factor analysis
ness.
has been available for this purpose for many years. and
In addition to these three kinds of data, procedures
multidimensional scaling was discussed as early as 1938
can be metric or nonmetric. Metric procedures make as-
[13]. Nonmetric multidimensional scaling. a compara-
sumptions about the properties of data, as when in com-
tively recent development, has achieved great popular-
puting a mean one assumes that the difference between
ity because of the invention of ingenious computing
methods requiring only the most minimal assumptions
Figure 1
regarding the nature of the data. Discriminant analysis
THE CHICAGO BEER MARKET
requires assumptions about the metric properties of
data, but it appears to be particularly robust and fool-
proof in application.
Pale golden
Sweat
color Mild flavor
These techniques produce similar results in most prac-
Low in
alcohol
Light
tical applications. The technique of multiple discrimi-
nant analysis will be illustrated here.
Low in
Miller
@
quality
Popular
with women
EXAMPLES OF PRODUCT SPACES
Drinking
B
Imagine settling on a number of attributes which to-
Q
when alone
0
Hamms
Expensive
gether account for all of the important ways in which
Local
brewery
A
products in a set are seen to differ from each other.
Dining out
D
Schlitt
Popular
Suppose that each product has been rated on each at-
Firest
Budweiser
tribute by several people, although each person has not
Thirst
necessarily described more than one product.
quanching
Given such data, multiple discriminant analysis is a
Filling
Popular with rugged
powerful technique for constructing a spatial model of
Malty
Full hodied
outdoor men
the product category. First, it finds the weighted combi-
&
15
Figure 2
THE POLITICAL SPACE, 1968
Income tax unfair
ANTI
Carmichael
ADMINISTRATION
Farm subsidies eliminated
Reduce
Too hard
Foreign and squaridere
commisment
policeman
Withdraw Vietnam
Europe
Own gun
Govt
not censor
Wallace
Make draft
voluntary
Unions 100 powerful
Marijuana
Govt spending reduced
Whom sell have
Business 100 powerful
Red China UN
McCarthy
Student nots legit
o
King .
Any method ation
ng age 18
Powerty. information
Recgon
Lemay
Supreme Court
LIBERAL
I
CONSERVATIVE
For
guaranteed
income
win
Nixon
Police
100
leneast
capital
Sick and aged
Lindsay
Tougher Russia
Low cost public housing
Kennedy
Treat less fortunate
Eisenhower
Humphrey
Johnson
Sales tax fair
PRO
Expand space program
ADMINISTRATION
nation of attributes which discriminates most among
the attributes is shown by relative position on each attri-
products, maximizing an F-ratio of between-product to
bute vector. For instance, Miller is perceived as being
rithin-product variance. Then second and subsequent
most popular with women, followed by Budweiser,
veighted combinations are found which discriminate
Schlitz, Hamms, and four unnamed, populariy priced
maximally among products, within the constraint that
beers.
they all be uncorrelated with one another. Having de-
As a second example, the same technique was applied
termined as many discriminating dimensions as possible,
to political data. During the weeks immediately preced-
average scores can be used to plot products on each di-
ing the 1968 presidential election. a questionnaire was
mension. Distances between pairs of products in this
sent to 1,000 Consumer Mail Panels households. Re-
space reflect the amount of discrimination between
spondents were asked to agree or disagree with each of
them.¹
35 political statements on a four-point scale. Topics
Figure 1 shows such a space for the Chicago beer
were Vietnam, law and order, welfare, and other issues
market as perceived by members of Market Facts' Con-
felt to be germane to current politics. Respondents also
sumer Mail Panels in a pilot study, September 1968.
described two preselected political figures, according to
Approximately 500 male beer drinkers described 8
their perceptions of each figure's stand on each issue.
brands of beer on each of 35 attributes. The data indi-
Discriminant analysis indicated two major dimensions
cated that a third sizable dimension also existed, but the
accounting for 86% of the discrimination among 14 po-
two dimensions pictured here account for approximately
litical figures.
90% of discrimination among images of these 8 prod-
The liberal VS. conservative dimension is apparent in
ucts.
the data, as shown in Figure 2. The remaining dimen-
The location of each brand is indicated on these two
sion apparently reflects perceived favorability of attitude
major dimensions. The horizontal dimension contrasts
toward government involvement in domestic and inter-
premium quality on the right with popular price on the
national matters. As in the beer space, it is only neces-
left. The vertical dimension reflects relative lightness.
sary to erect perpendiculars to each vector to observe
In addition, the mean rating of each product on each of
each political figure's relative position on each of the
1 McKeon [10] has shown that multiple discriminant analysis
35 issues. Additional details are in [5].
produces the same results as classic (inetric) multidimensional
Multiple discriminant analysis is a major competitor
scaling of Mahalanobis' distances based on the same data.
of nonmetric multidimensional scaling in constructing
4
16
JOURNAL OF MARKETING RESEARCH, FEBRUARY 1971
product spaces. The principal assumptions which the
Figure 4
former requires are that: (1) perceptions be homogene-
DISTRIBUTION OF IDEAL POINTS IN PRODUCT SPACE
ous across respondents, (2) attribute data be scaled at
the interval level (equal intervals on rating scales), (3).
attributes be linearly related to one another, and (4)
amount of disagreement (error covariance matrix) be
8
Miller
the same for each product.
Only the first of these assumptions is required by most
#5
#9
nonmetric methods. and some even relax that assump-
#7
B
2
tion. However. the space provided by multiple discrimi-
Ce
# 3
Hamms
nant analysis has the following useful properties:
A
1. Given customary assumptions of multivariate nor-
Schlitz
D
mality. there is a test of significance for distance
Budweiser
(dissimilarity) between any two products.
rt 4
:: 1
2. Unlike nonmetric procedures, distances estimated
among a collection of products do not depend upon
whether or not additional products are included in
the analysis. Any of the brands of beer or political
figures could have been deleted from the examples
and the remaining object locations would have had
of ideal points at each region in space by using data on
the same relationships to one another and to the
whether a product has too much or too little of each at-
attribute vectors.
tribute. This procedure has not yet been fully explored.
3. The technique is reliable and well known, and solu-
but at present seems to be appropriate to the multidi-
tions are unique, since the technique cannot be mis-
mensional case only when strong assumptions about the
led by any local optimum.
shape of the ideal point distribution are given.
OBTAINING THE DISTRIBUTION OF
The third approach is to have each person describe
CONSUMERS' IDEAL POINTS
his ideal product, with the same attributes and rating
scales as for existing products. If multiple discriminant
After constructing a product space, the next concern
analysis has been used to obtain a product space. each
is estimating consumer demand for a product located at
person's ideal product can then be inserted in the same
any particular point. The demand function over such a
space.
space is desired and can be approximated by one of
There are considerable differences between an ideal
several general approaches.
point location inferred from a rank order of preference
The first is to locate each person's ideal point in the
and one obtained directly from an attribute rating. To
region of the space implied by his rank ordered prefer-
clarify matters. consider a single dimension. heaviness
ences. His ideal point would be closest to the product he
VS. lightness in beer. If a previous mapping has shown
likes best, second closest to the product he likes second
that Brands A. B. C. and D are equally spaced on this
best. etc. There are several procedures which show
one dimension, and if a respondent ranks his prefer-
promise using this approach "2, 3. 7. 8, 12]. although
ences as B. C, A. and D. then his ideal must lie closer
difficulties remain in practical execution. This approach
to B than to A or C and closer to C than to A. This nar-
has trouble dealing with individuals who behave in a
rows the feasible region for his ideal point down to the
manner contrary to the basic assumptions of the model,
area indicated in Figure 3. Had he stated a preference
as when one chooses products first on the far left side of
for A, with D second. there would be no logically corre-
the space, second on the far right side, and third in the
sponding position for his ideal point in the space.
center. Most individuals giving rank orders of preference
However, suppose these products have already been
do display such nonmonotonicity to some extent. under-
given the following scale positions on a heavy Hight di-
standably producing problems for the application of
mension: A = 1.0. B = 2.0. C = 3.0. and D = 4.0. If
these techniques.
a respondent unambiguously specifies his ideal on this
The second approach involves deducing the number
scale at 2.25. his ideal can be put directly on the scale,
with no complexities. Of course. it does not follow nec-
Figure 3
essarily that his stated rank order of preference will be
A ONE-DIMENSIONAL PRODUCT SPACE
predictable from the location of his ideal point.
There is no logical reason why individuals must be
Feasible
clustered into market segments. Mathematically, one
region
can cop- with the case where hundreds or thousands of
individual ideal points are each located in the space.
Light
Heavy
However. it is much easier to approximate such distri-
A
8
C
D
butions by clustering respondents into groups. Claster
&
MARKET SEGMENTATION: A STRATEGIC MANAGEMENT TOOL
17
Figure 5
VOTER SEGMENT POSITIONS RELATIVE TO POLITICAL FIGURES
Carmichael
REDUCE GOVT.
INVOLVEMENT
Wallace
2
S
7
6
King
5
McCarthy
Reagan
3
1
Lemay
Rock feller
LIBERAL
or
CONSERVATIVE
Percy
c
0
Nixon
Lindsay
4
8
Kennedy
Eisenhower
Humphrey
Percent of Total Voters
Cluster 18%
Cluster 6 11%
Johnson
Cluster 2 14%
Cluster 7 10%
Cluster 3 14%
Cluster 8 8%
Cluster 4 13%
C'uster S College
Cluster 5 12%
students, est. 5%
INCREASE GOVT.
INVOLVEMENT
analysis [6] has been used with the present data to put
election. Throughout the space, the percentage voting
individuals into a few groups with relatively similar
Republican increases generally from left to right.
product desires (beer) or points of view (polities).
It may be surprising that the center of the ideal points
Figure 4 shows an approximati to the density dis-
lies considerably to the right of that of the political fig-
tribution of consumers' ideal points in the Chicago beer
ures. One possible explanation is that this study dealt
market, a "poor man's centour map." Ideal points
solely with positions on issues, so matters of style or
tended somewhat to group themselves (circles) into
personality did not enter the definition of the space. It
clusters. It is not implied that all ideal points lie within
is entirely possible that members of clusters one and
the circles, since they are really distributed to some ex-
eight, the most liberal, found Nixon's position on issues
tent throughout the entire space. Circle sizes indicate the
approximately as attractive as Humphrey's. but they
relative sizes of clusters, and the center of each is lo-
voted for Humphrey on the basis of preference for style,
cated at the center of its circle.
personality, or political party. Likewise, members of
A representation such as this contains much poten-
cluster two might have voted strongly for Wallace, given
hally useful marketing information. For instance, if peo-
his position, but he received only 14% of this cluster's
ple can be assumed to prefer products closer to their
vote. He may have been rejected on the basis of other
ideal points, there may be a ready market for a new
qualities. The clusters are described in more detail in
brand on the lower or "heavy" side of the space, approx-
[5].
imately neutral in price/quality. Likewise, there may be
A small experiment was undertaken to test the valid-
opportunities for new brands in the upper middle re-
ity of this model. Responses from a class of sociology
gion, decidedly light and neutral in price/quality. Per-
students in a western state university showed them to be
haps popularly priced Brand A will have marketing
more liberal and more for decreasing government in-
problems, since this brand is closest to no cluster.
volvement internationally than any of the eight voter
Figure 5 shows a similar representation for the politi-
clusters. Their position is close to McCarthy's, indicated
cal space, where circles represent concentrations of
by an "S."
voters' points. These are not ideal points, but rather
personally held positions on political issues. Clusters on
STRATEGIC INTEGRATION OF FINDINGS
the left side of the space intended to vote mostly for
Having determined the position of products in a space
Humphrey and those on the right for Nixon in the 1968
and seen where consumer ideal points are located. how
CONFIDENTIAL
TAB C
DEMOGRAPHIC SELECTIVITY
C
I.
Census Tract Characteristics
Population 18-34
Population 18-44
Population 18-54
Population 18-64
Children 5 and under/households
Children 6-13/households
Children 14-19/households
Owner Occ. housing units
Renter Occ. housing units
Families with members under 18
Negro occupied housing units
Median Value Owner Occupied
Median Contract Rent
Family head husband/wife household/total households
Negro owner OCC.
Total owner OCC.
Median FIND income
II.
Individual Voter Selectivity Within Tract
Female Heads of Household
Single Family Dwelling Units
Multiple Family Dwelling Units 2 to 10 Units
Multiple Family Dwelling Units over 10 Units
Length of Residence
Telephone Ownership Only
Telephone and Auto Ownership
Auto Ownership Only
Tab D
ST POST OFFICE
COUNT
ST POST OFFICE
COUNT
CA LA HABRA
13581
AL ANNISTON
12806
CA LAKEWOOD
25342
AL DESSEMER
18639
CA LA MESA
16235
AL BIRMINGHAM
132845
CA LANCASTER
12853
AL DECATUR
10366
CA LONG BEACH
126458
AL DOTHAN
9439
CA LOS ANGELES
552338
AL FLORENCE
9880
CA LYNWOOD
13030
AL GADSDEN
18171
CA MANHATTAN BCH
1,4314
AL HUNTSVILLE
40568
CA MENLO PARK
17664
AL MOBILE
67652
CA MODESTO
30437
AL MONTGONERY
40816
CA MONROVIA
10411
AL PHENIX CITY
6090
D
CA MONTEBELLO
12294
AL SELMA
7770
CA MONTEREY PARK
13459
AL TUSCAL00SA
16772
CA MOUNTAIN VIEW
20677
AZ MESA
22358
CA NATIONAL CITY
10275
AZ PHOENIX
168976
CA NEWPORT BEACH
16924
AZ TUCSON
91436
CA N HOLLYWOOD
49367
AR EL DORADO
8723
CA NORWALK
22936
AR FORT SMITH
20041
CA OAKLAND
116773
AR H SPG NAT PK
11791
CA ONTARIO
18692
AR LITTLE ROCK
49606
CA ORANGE
23404
AR N LITTLE ROCK
22003
CA OXNARD
22748
AR PINE BLUFF
17693
CA PACOIMA
14753
AR TEXARKANA
6399
CA PALO ALTO
29003
CA ALAMEDA
19162
CA PARAMOUNT
8893
CA ALHAMBRA
22060
CA PASADENA
50966
CA ALTADENA
11453
CA PICO RIVERA
13201
CA ANAHEIM
49713
CA PONONA
27380
CA ARCADIA
18252
CA REDLANDS
13652
CA BAKERSFIELD
56274
CA REDONDO BEACH
27897
CA BELLFLOWER
16119
CA REDWOOD CITY
24737
CA BERKELEY
47040
CA RESEDA
14588
CA DEVERLY HILLS
16743
CA RICHMOND
40081
CA BUENA PARK
18449
CA RIVERSIDE
52766
CA BURBANK
30840
CA SACRAMENTO
123651
CA CANOGA PARK
26352
CA SALINAS
19211
CA CHULA VISTA
23672
CA SN BERNARDINO
42800
CA COMPTON
25979
CA SAN BRUNO
10742
CA CONCORD
33544
CA SAN DIEGO
192513
Ch COSTA MESA
21713
CA SAN FRANCISCO
228129
CA CULVER CITY
12079
CA SAN JOSE
136332
CA DALY CITY
20869
CA SAN LEANDRO
26258
CA DOWNEY
27147
CA SAN MATEO
31111
CA EL CAJON
21705
CA SAN PEDRO
22161
CA EL CERRITO
8811
CA SANTA ANA
58489
CA EUREKA
12342
CA SANTA BARBARA
37005
CA FREMONT
26298
CA SANTA CLARA
23221
CA FRESNO
77483
CA SANTA CRUZ
19980
CA FULLERTON
24400
CA SANTA MONICA
32380
CA GARDENA
25290
CA SANTA ROSA
29616
CA GARDEN GROVE
33572
CA SOUTH GATE
18357
CA GLENDALE
48146
CA S SN FRANCSCO
12397
CA HAUTHORNE
17964
CA STOCKTON
48030
CA HAYWARD
47786
CA SUNNYVALE
28765
CA HUNTINGTN PK
12976
CA TEMPLE CITY
9782
CA INGLEWOOD
34663
ii
ST POST OFFICE
COUNT
ST POST OFFICE
COUNT
CA TORRANCE
44622
FL TAMPA
110919
CA VALLEJO
23354
FL W PALM BEACH
49177
CA VAN NUYS
72170
GA ALBANY
19430
CA VENICE
16951
GA ATHENS
14470
CA VENTURA
22193
GA ATLANTA
241855
CA WEST COVINA
17723
GA AUGUSTA
39298
CA WESTMINSTER
15031
GA COLUMBUS
42596
CA WHITTIER
46467
GA MACON
36171
CA WILMINGTON
14284
GA MARIETTA
15686
CO AURORA
20111
GA ROME
13249
CO BOULDER
20733
GA SAVANNAH
47594
CO COLORADO SPG
52672
GA VALDOSTA
9575
CO DENVER
216120
ID BOISIE
28667
w
CO ENGLEWOOD
14169
ID IDAHO FALLS
11741
CO FT COLLINS
13334
ID POCATELLO
11562
CO GREELEY
13415
IL ALTON
13153
CO PUEBLO
28307
IL ARLINGTON HTS
28699
CT BRIDGEPORT
56034
IL AURORA
21780
CT BRISTOL
15244
IL BELLEVILLE
22025
CT FAIRFIELD
12909
IL BERWYN
18449
CT GREENWICH
7842
IL BLOOMINGTON
12544
CT HARTFORD
100312
IL CALUMET CITY
8809
CT MANCHESTER
14772
IL CHAMPAIGN
21093
CT MERIDEN
16440
IL CHICAGO
844871
CT MIDDLETOWN
9421
IL CHICAGO HTS
14561
CT MILFORD
12750
IL DANVILLE
16909
CT NEW BRITAIN
24419
IL DECATUR
31351
CT NEW HAVEN
82097
IL DES PLAINES
23938
CT NEW LONDON
9055
IL E ST LOUIS
31959
CT NORWALK
19726
IL ELGIN
17520
CT NORWICH
9493
IL ELMHURST
14661
CT STANFORD
32540
IL EVANSTON
26598
CT STRATFORD
15411
IL FREEPORT
9119
CT TORRINGTON
9535
IL GALESBURG
11529
CT WALLINGFORD
9735
IL GRANITE CITY
14382
CT WATERBURY
34642
IL HARVEY
13871
DC WASHINGTON
SESEDE
IL HIGHLAND PARK
8828
DE WILMINGTON
71111
IL JOLIET
31663
FL CLEARWATER
33734
IL KANKAKEE
10249
FL DAYTONA BEACH
25090
IL MAYWOOD
13762
FL FT LAUDERDALE 104795
IL MOLINE
17036
FL FORT PIERCE
12159
IL MONTGOMERY
4214
FL GAINESVILLE
23800
IL OAKLAWN
31012
FL HIALEAH
30458
IL OAK PARK
22847
FL HOLLYWOOD
55361
IL PARK FOREST
8880
FL JACKSONVILLE
132983
IL PARK RIDGE
12391
FL KEY WEST
7466
IL PEKIN
11853
FL LAKELAND
20162
IL PEORIA
59129
FL MIAMI
317318
IL QUINCY
14427
FL ORLANDO
69173
IL ROCKFORD
61596
FL PANAMA CITY
15549
IL ROCK ISLAND
15825
FL PENSACOLA
44413
IL SKOKIE
18426
FL ST PETERSBURG 109742
IL SPRINGFIELD
39563
FL SARASOTA
38361
IL URBANA
12050
FL TALLAHASSEE
22944
IL WAUKEGAN
19738
iii
ST POST OFFICE
COUNT
ST POST OFFICE
COUNT
IL WILMETTE
9275
LA MONROE
19674
IN ANDERSON
26111
LA NEW IBERIA
8808
IN BLOOMINGTON
18197
LA NEW ORLEANS
175221
IN EAST CHICAGO
10822
LA SHREVEPORT
61975
IN ELKHART
19900
ME BANGOR
8868
IN EVANSVILLE
50976
ME LEWISTON
10131
IN FORT WAYNE
70317
ME PORTLAND
30206
IN GARY
60465
MD BALTIMORE
357442
IN HAMMOND
37696
MD CUMBERLAND
10679
IN INDIANAPOLIS
234754
MD HAGERSTOWN
15646
IN кокопо
20035
MD ROCKVILLE
31544
IN LAFAYETTE
23304
MD SILVER SPRING
59892
IN MARION
14385
MA ATTLEBORO
8641
IN MICHIGAN CITY
13663
MA BEVERLY
10710
IN MISHAWAKA
13465
MA BOSTON CENTRL 270700
IN MUNCIE
25904
MA BOSTON NORTH
68915
IN NEW ALBANY
13186
MA BOSTON SOUTH
60076
IN RICHMOND
15753
MA BOSTON WEST
111002
IN SOUTH BEND
50384
MA BROCKTON
24994
IN TERRE HAUTE
26932
MA BURLINGTON
5354
1A AMES
11509
NA CHICOPEE
17129
1A BURLINGTON
10856
MA FALL RIVER
30616
IA CEDAR RAPIDS
36483
MA FITCHBURG
13104
IA CLINTON
10606
MA FRAMINGHAM
17375
IA COUNCIL BLF
19216
MA GLOUCESTER
8116
IA DAVENPORT
29696
MA HAVERHILL
14445
1A DES MOINES
79735
MA HOLYOKE
13532
IA DUBUQUE
18469
MA LAWRENCE
33123
IA FORT DODGE
9485
MA LEOMINSTER
8340
IA TOWA CITY
16409
MA LOWELL
25949
1A MASON CITY.
10729
MA LYNN
38240
IA OTTUMWA
10154
MA NATICK
8859
IA STOUX CITY
26664
MA NEW BEDFORD
35316
IA WATERL00
26003
MA NORTHAMPTON
6731
KS HUTCHINSON
14410
MA PEASODY
13115
KS KANSAS CITY
51909
MA PITTSFIELD
17413
KS LAWRENCE
14705
MA SALEM
11303
KS SALINA
13001
MA SPRINGFIELD
50443
KS SHAWNEE MSN
59564
MA TAUNTON
10945
KS TOPEKA
44056
MA WESTFIELD
7724
KS WICHITA
97539
MA WOBURN
10191
KY ASHLAND
11515
MA WORCESTER
49341
KY BOWLING GREEN
10263
MI ALLEN PARK
11699
KY COVINGTON
33182
MI ANN ARBOR
38152
KY LEXINGTON
47798
MI BATTLE CREEK
24500
KY LOUISVILLE
188740
111 BAY CITY
23042
KY NEWPORT
21255
MI BIRMINGHAM
21819
KY OWENSBORO
17749
MI DEARBORN
44028
KY PADUCAH
12145
MI DEARBORN HTS
13945
LA ALEXANDRIA
17747
MI
DETROIT
517367
LA BATON ROUGE
72965
MI EAST DETROIT
13158
LA BOSSIER CITY
11542
MI EAST LANSING
13561
LA LAFAYETTE
22593
MI FLINT
83903
LA LAKE CHARLES
24165
MI GARDEN CITY
10676
LA METAIRIE
39477
MI GRAND RAPIDS
94927
iv
ST POST OFFICE
COUNT
ST POST OFFICE
COUNT
MI HAZEL PARK-
7111
NH PORTSMOUTH
5908
MI INKSTER
11402
NJ ATLANTIC CITY
23569
MI JACKSON
23980
NJ BAYONNE
17526
MI KALAMAZOO
43853
NJ BERGENFIELD
8182
MI LANSING
49428
NJ BLOOMFIELD
15472
MI LINCOLN PARK
15714
NJ CAMDEN
52802
MI LIVONIA
28551
NJ CLIFTON
24665
MI MIDLAND
11236
NJ CRANFORD
7952
MI MUSKEGON
34604
NJ EAST ORANGE
21105
MI PONTIAC
41035
NJ ELIZABETH
46993
MI PORT HURON
16867
NJ ENGLEWOOD
9668
MI ROSEVILLE
16280
NJ FAIR LAWN
13206
MI ROYAL OAK
49388
NJ GARFIELD
7911
MI ST CLAIR SHRS
25205
NJ HACKENSACK
25272
MI SAGINAU
45120
NJ HOBOKEN
7472
ni SOUTHFIELD
21342
NJ JERSEY CITY
53234
MI TAYLOR
18992
NJ KEARNY
15537
MI WARREN
49238
NJ LINDEN
12170
MI WYANDOTTE
24688
NJ LONG BRANCH
9699
MN AUSTIN
8915
NJ MONTCLAIR
17996
NN DULUTH
35708
NJ NEWARK
106032
MN MINNEAPOLIS
299436
NJ NEW BRUNSWICK
MN ROCHESTER
18444
NJ NORTH BERGEN
12571
MN SAINT PAUL
161208
NJ ORANGE
21397
MN ST CLOUD
11782
NJ PASSAIC
15035
MS BILOXI
11249
NJ PATERSON
48424
MS GREENVILLE
10559
NJ PERTH AMBOY
15255
MS GULFPORT
12858
NJ PLAINFIELD
23533
MS HATTIESBURG
9826
NJ RAHWAY
19568
MS JACKSON
56494
NJ RIDGEWOOD
12153
MS LAUREL
7227
NJ TEANECK
13052
MS MERIDIAN
13439
NJ TRENTON
64394
MS VICKSBURG
7714
NJ UNION
16191
MO COLUMBIA
15010
NJ UNION CITY
15558
MO FLORISSANT
25359
NJ VINELAND
9818
MO INDEPENDENCE
36755
NJ WAYNE
13124
MO JEFFERSON CY
10061
NJ WESTFIELD
13419
MO JOPLIN
14668
NJ WEST NEW YORK
10429
MO KANSAS CITY
174915
NM ALBUQUERQUE
76167
no SAINT JOSEPH
25168
NM CARLSBAD
7064
MO ST LOUIS
371943
NM HOBBS
7420
MO SAINT JOSEPH
25325
NM LAS CRUCES
10350
MO SPRINGFIELD
38008
NM ROSWELL
9685
MT BILLINGS
22653
NM SANTA FE
9981
MT BUTTE
12683
NY ALBANY
47652
MT GREAT FALLS
20115
NY AMSTERDAM
8195
MT MISSOULA
12619
NY AUSURN
10778
NE GRAND ISLAND
11086
NY BALDWIN
10802
NE LINCOLN
48937
NY BINGHAMTON
25770
NE OMAHA
124772
NY BRONX
314934
NV LAS VEGAS
47283
NY BROOKLYN
621212
NV RENO
26763
NY BUFFALO
228885
NH CONCORD
8633
NY ELMIRA
18505
NH MANCHESTER
28441
NY FAR ROCKAWAY
32446
NH NASHUA
14569
NY FLORAL PARK
23393
ST POST OFFICE
COUNT
ST POST OFFICE
COUr
NY FLUSHING
275071
OH BARBERTON
15059
NY FRANKLIN SQ
7700
OH CANTON
65150
NY FREEPORT
11817
OH CINCINNATI
263124
NY HEMPSTEAD
36458
OH CLEVELAND
519336
NY HICKSVILLE
22670
OH COLUMBUS
216064
NY ITHACA
12872
OH CUYAHOGA FLS
23567
NY JAMAICA
176629
OH DAYTON
168079
NY JAMESTOWN
13677
OH ELYRIA
22337
NY KINGSTON
9031
OH FINDLAY
12189
NY LEVITTOWN
13495
OH HAMILTON
29533
NY LOCKPORT
10067
OH LANCASTER
10808
NY LONG DEACH
13684
OH LIMA
25299
NY LONG IS CY
58012
OH LORAIN
26919
NY MASSAPEQUA 1
16252
OH MANSFIELD
25255
NY MOUNT VERNON
20165
OH MARION
14089
NY NEWBURGH
11695
OH MASSILLON
15302
NY NEW ROCHELLE
85758
OH MIDDLETOWN
17674
NY NEW YORK
466688
OH NEWARK
16637
NY NIAGARA FALLS
29274
OH PORTSMOUTH
12258
NY N TONAWANDA
11678
OH SANDUSKY
13521
NY POUGHKEEPSIE
18554
OH SPRINGFIELD
33930
NY ROCHESTER
164846
OH STEUBENVILLE
11465
NY ROCKVILLE CTR
19261
OH TOLEDO
128723
NY ROME
11097
OH WARREN
25857
NY SCHENECTADY
48778
OH YOUNGSTOWN
71633
NY STATEN ISLAND
75501
OH ZANESVILLE
14266
NY SYRACUSE
86707
OK BARTLESVILLE
10971
NY TROY
22408
OK ENID
14984
NY UTICA
27965
OK LAWTON
22768
NY VALLEY STREAM
18667
OK MUSKOGEE
13159
NY WANTASH
10141
OK NORMAN
14023
NY WATERTOWN
9604
OK OKLAHOMA CITY 155104
NY WHITE PLAINS
23250
OK TULSA
119422
NY YONKERS
68714
OR EUGENE
37775
NC ASHEVILLE
22629
OR PORTLAND
220016
NC BURLINGTON
11932
OR SALEM
34031
NC CHARLOTTE
85361
PA ALIQUIPPA
11204
NC DURHAM
31,944
PA ALLENTOWN
40883
NC FAYETTEVILLE
29096
PA ALTOONA
22208
NC GASTONIA
17565
PA BETHLEHEM
27185
NC GOLDSBORO
10533
PA CHESTER
27049
NC GREENSBORO
45106
PA EASTON
17589
NC HIGH POINT
20448
PA ERIE
53535
NC KANNAPOLIS
7952
PA HARRISBURG
44323
NC RALEIGH
40546
PA HAZLETON
12458
NC ROCKY MOUNT
10783
PA JOHNSTOWN
27805
NC WILMINGTON
19681
PA LANCASTER
33213
NC WILSON
7947
PA LEBANON
14171
NC WINSTON SALEM
44864
PA LEVITTOWN
19563
ND DISMARCK
10315
PA MCKEESPORT
20381
ND FARGO
16267
PA NEW CASTLE
18546
ND GRAND FORKS
11083
PA NORRISTOWN
29716
ND MINOT
8981
PA PHILADELPHIA
523485
OH AKRON
106818
PA PITTSBURGH
302301
OH ALLIANCE
10149
PA POTTSTOWN
10735
vi
ST POST OFFICE
COUNT
ST POST OFFICE
COUNT
PA READING
52445
TX ORANGE
9A09
PA SCRANTON
45815
TX PAMPA
7781
PA SHARON
10292
TX PASADENA
24478
PA WILKES BARRE
44746
TX PORT ARTHUR
18782
PA WILLIAMSPORT
17641
TX SAN ANGELO
19436
PA YORK
34987
TX SAN ANTONIO
195855
RI NEWPORT
12583
TX TEMPLE
9649
RI PAUTUCKET
36319
TX TEXARKANA
9703
RI PROVIDENCE
98127
TX TEXAS CITY
8565
RI WARWICK
22617
TX TYLER
17937
RI WOONSOCKET
14522
TX VICTORIA
10663
SC ANDERSON
12712
TX WACO
36754
SC CHARLESTON
44464
TX WICHITA FALLS
27463
SC COLUMBIA
50202
UT OGDEN
29581
SC GREENVILLE
41212
UT PROVO
12759
SC ROCK HILL
9642
UT SALT LAKE CY
113971
SC SPARTANBURG
19453
VT BURLINGTON
14747
SD RAPID CITY
13633
VA ALEXANDRIA
68834
SD STOUX FALLS
23161
VA ARLINGTON
64846
TN CHATTANOOGA
56704
VA CHARLOTTESVL
14196
TN JACKSON
12457
VA CHESAPEAKE
20194
TN JOHNSON CITY
10216
VA DANVILLE
15484
TN KINGSPORT
15837
VA HAMPTON
32483
TN KNOXVILLE
56455
VA LYNCHBURG
18758
TN MEMPHIS
180385
VA NEWPORT NEWS
34287
TN NASHVILLE
108241
VA NORFOLK
70006
TN OAK RIDGE
9404
VA PETERSBURG
11327
VA PORTSMOUTH
29514
TX ABILENE
24802
TX AMARILLO
41461
VA RICHMOND
122200
TX ARLINGTON
27371
VA ROANOKE
39827
TX AUSTIN
91297
WA BELLINGHAM
15504
TX BAYTOWN
14535
WA BREMERTON
14681
TX BEAUMONT
35840
WA EVERETT
21778
TX BIG SPRING
8595
WA SEATTLE
257027
TX BROWNSVILLE
10683
WA SPOKANE
73233
TX BRYAN
9504
WA TACONA
85002
TX CORPUS CHRSTI
54722
WA VANCOUVER
28259
TX DALLAS
285027
WA YAKIMA
23540
TX DENTON
9972
WV CHARLESTON
36555
TX EL PASO
78588
WV CLARKSBURG
9809
TX FORT WORTH
155640
WV FAIRMONT
9261
TX GALVESTON
19209
WV HUNTINGTON
26849
TX GARLAND
22190
WV PARKERSBURG
18960
TX GRAND PRAIRIE
13589
WV WHEELING
16472
TX HARLINGEN
7706
WI APPLETON
18217
TX HOUSTON
401707
W1 BELOIT
13664
TX IRVING
26858
01 EAU CLAIRE
14263
TX KINGSVILLE
7208
WI FOND DU LAC
12434
TX LAREDO
13646
WI GREEN BAY
30141
TX LONGVIEW
15009
WI JANESVILLE
13666
TX LUBBOCK
46791
WI KENOSHA
26769
TX MCALLEN
9552
WI LA CROSSE
17774
TX MESQUITE
16788
WI MADISON
65369
TX MIDLAND
18469
WI MANITOWOC
10395
TX ODESSA
24761
WI MILWAUKEE
291405
vii
ST POST OFFICE
COUNT
WI OSHKOSH
17782
WI RACINE
35241
WI SHEBOYGAN
16775
WI SUPERIOR
10116
01 WAUKESHA
13624
WI WAUSAU
12892
WY CASPER
14097
WY CHEYENNE
1,4913
CONFIDENTIAL
"FILTERING" OF POLITICAL MESSAGE TO UNCOMMITTED VOTES THROUGH TWO MEDIA
% Total Potential
Television Commercial
Media Audience
Cumulative %
(a) Percent of market watching program
25%
25%
(b) Percent of viewers of voting age
80%
80 X 25 = 20%
(c) Percent (a) and (b) who are
registered and likely to vote
65%
65 X 20 = 13%
(d) Percent of (a), (b) and (c) who are
not strongly committed and therefore
susceptible to media influence on
their vote
30%
30 X 13 = 4%
Direct Mail -
(a) Percent of letters deliverable
85%
85%
(b) Percent who will read the message
70%*
70 X 85 = 60%
(c) Percent of (a) and (b) of voting age
100%**
100 X 60 = 60%
(d) Percent of (a) (b) and (c) who are
registered and likely to vote
80%**
80 X 60 = 48%
(e) Percent of (a) through (d) who are
not strongly committed and therefore
are susceptible to direct mail
influence on their vote
60%
60 X 48 = 29%
*Based on post-election survey results by DMI covering, certain 1970 statewide and
congressional races in California, New York, Minnesota, North Dakota, Texas, Utah,
Wyoming, Kansas, New Mexico, and Wisconsin.
**Assuming names and addresses taken from list~ of registered voters.
Committee for the Re-election of the President
M.
ORANDUM
March 28, 1972
MEMORANDUM FOR:
ROBERT MORGAN
FROM:
JAMES W. McCORD
SUBJECT:
Reuben H. Donnelley Corporation,
Oak Brook, Illinois Security
Summary
On March 22, 1972, a security survey was made of the Donnelley
Corporation facility at Oak Brook, Illinois. The overall
security of this facility, which encompasses 220,000 square
feet under one' roof and employs 276 people, was found to be
excellent. Certain recommendations are made below which in
the overall security picture are minor in nature, but which
will strengthen the security of the facility. When these
changes are made the total security of the facility will be
upgraded to the point where it would likely meet the
standards of a facility clearance under the industrial
security program of the Department of Defense and other
Federal agencies.
Details
The survey made encompassed physical security, personnel
access and security measures, technical security (alarm
systems), key control and compartment of operations.
Physical Security
The Donnelley Corporation employs a 24 hour guard service on
contract to protect the facility at Oak Brook, Illinois.
Performance by these security guards has been good, the
Donnelley Corporation advised.
The Corporation also utilizes an employee security pass of
two types. One is a temporary pass and the second for longer
term use. Samples are attached as Tab A.
The front doors are alarmed by a tape alarm system and the
guard controls of the facility utilize the Detex clock punch
system.
-2-
Loading docks in general provide isolation of drivers from
merchandise of value stored within the facility and the
drivers do not have free access to the facility.
Main access doors appear adequate in construction to prevent
unauthorized access.
The reception room is a controlled area in which the
telephone operators require visitors to register and then
arrange an escort for them through the plant.
The internal layout of the facility is neat, clean and clear
of obstructions. The various job orders under production
are compartmentalized and goods of value are stored in fence
areas under lock and key. Keys to these areas are strictly
limited to a few people who must have access for operational
and administrative reasons.
Fire Prevention and Safety
The facility is protected by a sprinkler system, by fire
extinguishers which were recently tested, by fire bells and
by a fire warden system for use in evacuating the building
in case of fire or other hazardous conditions.
Occupational Safety and Health Act of 1970
The Occupational Safety and Health Act of 1970 sets forth
stringent requirements for all industries to insure that the
plant or facility be free of safety and health hazards.
Such hazards may include electrical wiring so laid out as
to create a hazard, corridors being blocked, hazardous
chemicals in the air, etc. A complaint from an employee to
the Labor Department can bring a no-notice inspection by
the Labor Department to determine if a plant has met the
requirements of this act. A further description of the act
is set forth in attachment B.
Normally a survey, called a pre-inspection survey, would be
made of a plant or facility to determine if it is in compliance
with the Occupational Safety and Health Act of 1970. A review
of the Donnelley facility indicates that such a survey is not
needed at this time because of the excellent conditions
prevailing in the overall protection of the safety and health
of the employees located there.
Protection of Magnetic Tapes
The work being done for the Committee for the Re-election of
the President is performed almost exclusively in compartmen-
talized areas. In addition the magnetic tapes of the
Corporation are stored in a separate secure area where access
-3-
is carefully controlled and unauthorized persons are not
allowed entry. This area is also under lock and key and
fire prevention measures are in effect in this area.
Personnel Security
The Corporation at Oak Brook has an extremely low turnover
rate and has a large number of employees who have been with
the Corporation 10, 15, 20 and even 25 years. Through a
reduction in force a short time back a number of employees
had to be laid off and certain marginal employees were
included in that layoff. Inventory shrinkage from internal
theft has been minimal, they advise, and the overall
conditions observed at the plant would confirm this state-
ment. Through the years the management has been able to
confirm the reliability and trustworthiness of the employees
and they advise that they have no problems at the present
time which would appear to threaten the security of the
Committee's work being performed there.
Security Environment
The security environment of the facility is excellent. It
is located in a suburban industrial area out away from a
high crime locale. Employee parking is adequate. Access
is available by main thoroughfares nearby to other parts
of the city of Chicago and its suburbs. Police protection
is reported to be quite adequate. Exterior lighting of
the facility appears adequate and there has not been a
history of major problems involving unauthorized persons
secking entry to the plant from the nearby areas. From a
security standpoint, it is believed that a better location
could not be found for the particular operation involving
the Committee's project.
Recommendations
The recommendations set forth below will enhance the overall
security of the Donnelley Corporation facility at Oak Brook
and the costs involved in these measures are minimal:
1. A small I.D. (identification emblem) is recommended
for the approximately 40 people involved in the
Committee's project at the facility. This emblem
would permit ready identification within the
compartmented areas and the plant itself of
those personnel authorized to be in the areas where the
Committee's project is being handled.
2. For the two safe cabinets which contain correspondence
from Committee headquarters in Washington and cer-
tain other sensitive documents, it is recommended
that a bar and combination lock be installed which
would provide adequate after hours protection.
-4-
3. It is recommended that the majority of the locks,
including those to the main doors, the key
offices and certain other key areas, be re-keyed
as soon as possible.
4. It is recommended that a list of personnel working
on the Committee project be forwarded to the
Committee headquarters in Washington. This list
would serve as the access list reflecting those
who are authorized to have access to Committee
materials under production at Oak Brook.
5. Because of the history of bomb threats and in
some instances bombings which have occurred
elsewhere in the country targeting Republican
headquarters and in New Hampshire threatening
the Committee's headquarters, it is recommended
that a written bomb threat operating procedure
be drawn up. This written procedure would
indicate what key officials need to be notified
in case of a bomb threat and what steps should
be taken to protect the lives of the personnel
at the plant should a bomb threat or attempted
bombing occur. A sample format will be forwarded
by the writer for Oak Brook's use.
6. It is recommended that at the next visit by the
writer in approximately 60 days an audio counter-
measure inspection be made of the key offices
and meeting rooms in the facility.
Attachments
NEW HAMPSHIRE COMMITTEE FOR THE RE-ELLICTION OF THE PRESIDENT
New Hampshire Highway Hotel / Concord, New Hampshire 03301
Phone (603) 224-7411
Lane Dwinell-Chairman
Mrs Bedford Spautding--Assistant Chairman
G. Allan Walker, Jr.-Executive Director
Dear Fellow Republican:
President Richard Nixon is a courageous and effective
leader--he has proven himself to be the right man for
these difficult times. I hardly need to remind you of
the importance of the New Hampshire primary. We are the
first in the country, and as a result, we must recognize
our special responsibility, and the broad national
influence of our votes.
G
America needs President Nixon . and the President needs
you. I ask you to fill out the attached volunteer card
and send it in to me today. Let us show him, and America,
our tremendous support.
Sincerely,
Lane Dwinell
Volunteer Card
I WANT TO SUPPORT THE PRESIDENT
IN THIS WAY:
I want to do telephone campaigning.
Telephone
I want to do door to door campaigning.
&
Signature
I want to work in a Headquarter office.
I cannot personally volunteer but my
contribution of $
is enclosed.
NEW HAMPSHIRE COMMITTEE FOR
THE RE-ELECTION OF THE PRESIDENT
New Hampshire Highway Hotel
Concord, New Hampshire 03301
Second New Hampshire Mailing
of
NEW HAMPSHIRE COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
New Hampshire Highway Hotel / Concord, New Hampshire 03301
Phone (603) 224-7411
Lane Dwinell-Chairman
Mrs. Bedford Spaulding-Assistant Chairman
G. Allan Walker, Jr Executive Director
Mr. ε Mrs. Noel Kenyon
Belmont, NH 03220
Dear Mr. ε Mrs. Kenyon:
On March 7th the results of our primary will be flashed
across America and transmitted to the world. This is our
opportunity to show the nation our support for President
Nixon.
And he has earned it.
It was four years ago that the strong backing we gave
Richard Nixon started him on the way to the Presidency. He
has not failed US. His record is one of courage and action
as the enclosed brochure so aptly points out. NOW once
again he needs our help.
Let us demonstrate this to our fellow Americans by enthusi
astically supporting him, and casting the first votes to re-
elect the President on March 7th.
Sincerely,
lane Anvinall
LD:jem
Lane Dwinell
Older Americans: The President has developed
a comprehensive strategy for meeting the needs of the
Nation's elderly, including a one third increase in
RE-
Social Security benefits, programs to enable more of
the elderly to live in their own homes, improved health
and nursing home care, and increases in employment
ELECT
and volunteer service opportunities.
Revenue Sharing: He has proposed that the flow
THE
of power away from locally elected officials to the
Washington bureaucracy be reversed through the
sharing of Federal tax revenues with state and local
PRESIDENT
governments.
Health Care: President Nixon has provided far-
reaching programs to make health care available to
every American and has pledged his administration to
an all out effort to eliminate cancer and sickle cell
anemia.
Drugs: He has moved forcefully to curb narcotics by
greatly expanding the law enforcement manpower
dedicated to stopping the traffic, and negotiating the
end of opium production in Turkey. He has created a
White House Special Action Office to develop and
coordinate a national drug rehabilitation program.
Foreign Policy: The President has taken bold
initiatives in world affairs in his quest for a full
generation of peace. He has ended crisis diplomacy
and opened negotiations to limit nuclear weapons. By
implementing the principles of the Nixon Doctrine, he
has fostered more self-reliance among our allies.
HE
NEEDS
YOUR HELP!
Finance Committee for the Re-election of
President Nixon
Hugh Sloan, Jr., Chairman
1701 Pennsylvania Avenue, N.W.
Washington, D.C. 20006
A record
of courage
and action:
Vietnam: The President has laid the foundations for
a lasting peace in Southeast Asia by preparing the
South Vietnamese to resist aggression and determine
their own future. By years end, he had cut the number
of American troops to one-quarter of what it was when
he took office.
The Economy: When President Nixon took office
inflation was raging. Americans were receiving higher
wages, but these were being consumed by a rate of
inflation with little parallel in modern American
history. The President took bold economic steps,
including a 90 day freeze on wages and prices, and a
comprehensive system of anti-inflation controls. Major
tax changes were proposed and enacted. An historic
agreement was reached on a realignment of currency
rates. These courageous actions to hold the line on
prices, create new jobs and improve the competitive
position for business and workers in foreign markets,
will benefit all Americans.
Welfare Reform: He has proposed sweeping
changes in the present welfare system to provide
training and work incentives, to prevent the break-up
of families, and ultimately to relieve the growing
burden on the taxpayers.
The Environment: President Nixon has created
the Environmental Protection Agency to coordinate
his tough new Federal programs to upgrade air and
water quality, restrict misuse of harmful pesticides,
reduce the problem of solid waste disposal, and
administer the new standards to climatic radiation and
noise pollution.
Young Americans: He has moved toward the goal
of an All-Volunteer Army and has overhauled the
Selective Service System to eliminate inequities. He
supported and signed the law giving the vote
to 18-year olds.
NEW HAMPSHIRE COMMITTEE FOR
THE RE-ELECTION OF THE PRESIDENT
New Hampshire Highway Hotel
Concord, New Hampshire 03301
Third New Hampshire Mailing
NEW HAMPSHIRE COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
New Hampshire Highway Hotel / Concord, New Hampshire 03301
Phone (603) 224-7411
Lane Dwinell-Chairman
Mrs. Bedford Spaulding-Assistant Chairman
G. Allan Walker, r.-Executive Director
Mr. & Mrs. W. Berry
Meredith, NH 03253
Dear Mr. ε Mrs. Berry:
Your votes this year in the New Hampshire primary will be
more important than ever before. Because, Tuesday evening,
the entire nation's attention will be focused on our state,
waiting for the results and watching to see how we support
President Nixon.
On March 7th, please carry one of the enclosed sample bal-
lots and have your spouse carry the other to the voting
booth to remind you of those delegates pledged to President
Nixon and let your ballots speak to America.
Sincerely,
LD:jen
Lane Dwinell
For Delegates At Large:
For Alternate Delegates At Large:
For District Delegates:
Vote for not more than Ten:
Vote for not more than Ten:
Vote for not more than Two:
CANDIDATE OF THE
DONALD E. BARRON, Salem
JOSEPH J. ACORACE, Manchester
X
RICHARD FERDINANDO, Manchester
FAVORABLE TO THE NOMINATION OF
REPUBLICAN PARTY
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
RICHARD NIXON, for President
RICHARD NIXON, for President
ROBERT P. BASS, JR., Concord
MEREDITH ALEXANDER, Concord
RUTH L. GRIFFIN, Portsmouth
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
AUSTIN BURTON, for President
RICHARD NIXON, for President
FOR
VIRGINIA V. BECK, Concord
MARIE A. BAKER, Goffstown
PLEDGED TO VOTE FOR THE NOMINATION OF
X
JOHN R. MAHER, Portsmouth
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
PAUL N. McCLOSKEY, JR., for President
AUSTIN BURTON, for President
PRESIDENT
JOHN A. BECKETT, Durham
JOHN R. BRADSHAW, Nelson
X
LINDA A. MAIN, Portsmouth
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
RICHARD NIXON, for President
JOHN M. ASHBROOK, for President
KIMBERLY BELIVEAU, Dover
WEBSTER E. BRIDGES, JR., Brookline
BRUCE M. OWEN, Manchester
OF THE UNITED STATES
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
X
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
RICHARD NIXON, for President
PATRICK PAULSEN, for President
GAIL ANN BESHARA, Salem
JEFFREY BROWN, Candia
ELISABETH ANNE PRAY, Rochester
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
PAUL N. McCLOSKEY, JR., for President
AUSTIN BURTON, for President
HORACE S. BLOOD, Concord
STANLEY M. BROWN, Bradford
FAVORABLE TO THE NOMINATION OF
X
GEORGE B. ROBERTS, JR., Gilmanton
I HEREBY DECLARE MY PREFER-
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
ENCE FOR CANDIDATE FOR THE
RICHARD NIXON. for President
RICHARD NIXON, for President
RICHARD NIXON, for President
OFFICE OF PRESIDENT OF THE
RICHARD BRADLEY, Thornton
GEORGE T. BUTLER, Holderness
JANE ROY, Manchester
UNITED STATES TO BE AS FOL-
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
JOHN M. ASHBROOK, for President
PAUL N. McCLOSKEY, JR., for President
AUSTIN BURTON, for President
LOWS:
JOHN F. BRIDGES, Bedford
CHARLOTTE P. COGSWELL, Dover
FAVORABLE TO THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
X
GEORGE SIDERIS, Manchester
FAVORABLE TO THE NOMINATION OF
RICHARD NIXON, for President
RICHARD NIXON, for President
RICHARD P. BROUILLARD, Laconia
DEEN COLLINS, Lee
NORMAN H. STAHL, Bedford
JOHN M. ASHBROOK
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
AUSTIN BURTON, for President
PAUL N. McCLOSKEY, JR., for President
SARAH L. BROWNING, Manchester
X
SONJA M. DION, Loudon
JOHN B. TARRANT, Manchester
PAUL N. McCLOSKEY, JR.
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
AUSTIN BURTON, for President
JOHN M. ASHBROOK, for President
A. MARION BURTON, Concord
ALAN W. DOHERTY, Hill
RICHARD NIXON
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
X
AUSTIN BURTON, for President
PAUL N. McCLOSKEY, JR., for President
LIONEL A. CARON, Rochester
EILEEN DORE, Tilton
PATRICK PAULSEN
PLEDGED TO VOTE FOR THE COMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
JOHN M. ASHBROOK, for President
AUSTIN BURTON, for President
JOHN P. H. CHANDLER, JR., Warner
X
LINDA DUTTON, Canterbury
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
AUSTIN BURTON, for President
MARJORIE P. COLONY, Harrisville
MARTIN R. HALLER, Concord
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
PAUL N. McCLOSKEY, JR., for President
CLYDE R. COOLIDGE, Somersworth
X
RICHARD D. HANSON, Bow
X
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
RICHARD NIXON, for President
SHARON J. CUTLER, Exeter
LYLE E. HERSOM, Northumberland
PLEDGED TO VOTE OR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
X
AUSTIN BURTON, for President
RICHARD NIXON, for President
THOMAS J. DALE, Nashua
CONNIE HICKEY, Laconia
FAVORABLE TO THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
AUSTIN BURTON, for President
LANE DWINELL, Lebanon
X
ARTHUR W. HOOVER, Rochester
CANDIDATE OF THE
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
PAUL N. McCLOSKEY, JR., for President
CHARLES H. GAY, Derry
JAMES O. HORRIGAN, Durham
REPUBLICAN PARTY
FAVORABLE TO THE NOMINATION OF
RICHARD NIXON, for President
ANNE B. GORDON, Jaffrey
X
WILLIAM R. HOSEK, Dover
For Alternate District Delegates:
PLEDGED TO VOTE FOR THE NOMINATION OF
FAVORABLE TO THE NOMINATION OF
FOR
RICHARD NIXON, for President
RICHARD NIXON, for President
Vote for not more than Two:
GEORGE E. GORDON III, Pembroke
J. RICHARD JACKMAN, Concord
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
JOHN M. ASHBROOK, for President
PAUL N. McCLOSKEY, JR., for President
BONNIE AVERY, Pittsfield
VICE PRESIDENT
PLEDGED TO VOTE FOR THE NOMINATION OF
BATRICIA A GRAY Concord
RITA LESNYK, Goffstown
AUSTIN BURTON, for President
PATRICIA A. GRAY, Concord
RITA LESNYK, Goffstown
AUSTIN BURTON, for President
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
ALBERT E. BARCOMB, Rochester
AUSTIN BURTON, for President
PLEDGED TO VOTE FOR THE NOMINATION OF
X
OF THE UNITED STATES
BARBARA E. HENDERSON, Concord
ARTHUR J. LOCKE, Hooksett
RICHARD NIXON, for President
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
JOHN M. ASHBROOK, for President
JOHN M. ASHBROOK, for President
H. ALFRED CASASSA, Hampton
PLEDGED TO VOTE FOR THE NOMINATION OF
ROBERT E. HOOD, Laconia
GLORIA MANDEVILLE, Bedford
RICHARD NIXON, for President
PLEDGED TO VOTE FOR THE NOMINATION OF
FAVORABLE TO THE NOMINATION OF
RICHARD NIXON, for President
STEPHEN M. DUPREY, Conway
JOHN M. ASHBROOK, for President
PLEDGED TO VOTE FOR THE NOMINATION OF
I HEREBY DECLARE MY PREFER-
JUDITH HOWARD, Derry
ANTHONY A. McMANUS, Dover
PAUL N. McCLOSKEY, JR., for President
ENCE FOR CANDIDATE FOR THE
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
RUTH C. EMERSON, Pittsfield
AUSTIN BURTON, for President
OFFICE OF VICE PRESIDENT OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD E. HOWARD, Hillsborough
JOHN T. B. MUDGE, Lyme
AUSTIN BURTON, for President
THE UNITED STATES TO BE AS
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
BARBARA C. HAMMOND, Manchester
FOLLOWS:
JOHN M. ASHBROOK, for President
PAUL N. McCLOSKEY, JR., for President
PLEDGED TO VOTE FOR THE NOMINATION OF
MICHAEL D. KELLER, Keene
FRED A. NOYES, Pittsfield
PAUL N. McCLOSKEY, JR., for President
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
JOHN M. ASHBROOK, for President
AUSTIN BURTON
KANDICE L. KRUSE, Durham
MARY JOANNA PERKINS, Bristol
FAVORABLE TO THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
AUSTIN BURTON, for President
STEWART LAMPREY, Moultonborough
FREDERICK A. PORTER, Amherst
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
RICHARD NIXON, for President
PAULINE J. RICHARDSON, Gilford
HARLAN LOGAN, Plainfield
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
PAUL N. McCLOSKEY, JR., for President
W. DOUGLAS SCAMMAN, JR., Stratham
NORMAN C. MARSH, Gilford
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE OR THE NOMINATION OF
RICHARD NIXON, for President
JOHN M. ASHBROOK, for President
KATHLEEN SPENCER, Dover
MALCOLM McLANE, Concord
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
PAUL N. McCLOSKEY, JR., for President
WILLIAM W. SWAYNE, Pittsfield
JOHN MILNE, Hanover
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
PAUL N. McCLOSKEY, JR., for President
FRANK J. PALAZZO, Seabrook
GLADYS WHITTEMORE, Barrington
For convenience in
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
JOHN M. ASHBROOK, for President
THOMAS P. PAVLIDIS, Manchester
JACALYN WILOX, Concord
PLEDGED TO VOTE FOR THE NOMINATION OF
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
PAUL N. McCLOSKEY, JR., for President
voting and alternates l thought you
your for the pledged delegates
FARRELL QUINLAN, Sunapee
PLEDGED TO VOTE FOR THE NOMINATION OF
JOHN M. ASHBROOK, for President
ROBERT H. RENO, Concord
PLEDGED TO VOTE FOR THE NOMINATION OF
PAUL N. McCLOSKEY, JR., for President
DEBORAH L. A. RICHMOND, Warner
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
might like to have this
RICHARD L. SMITH, Rochester
PLEDGED TO VOTE FOR THE NOMINATION OF
JOHN M. ASHBROOK, for President
BERNARD A. STREETER, JR., Nashua
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
KATHERINE M. UPTON, Concord
PLEDGED TO VOTE FOR THE NOMINATION OF
sample See ballot. you at the polls!
PAUL N. McCLOSKEY, JR., for President
DANIEL H. WOLF, Newbury
DARLENE YOUNG, Tilton
PLEDGED TO VOTE FOR THE NOMINATION OF
AUSTIN BURTON, for President
KIMON S. ZACHOS, Manchester
PLEDGED TO VOTE FOR THE NOMINATION OF
RICHARD NIXON, for President
X
FLORIDA COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
P.O. Box 311, Tallahassee, Florida 32302
Phone (904) 222-7920
L.E. Thomas
Primary Campaign Coordinator
Mr. ε Mrs. Vern Bunnell
2002 Australia Way E Apt
Clearwater, F1 33515
Dear Mr. ε Mrs. Bunnell:
There is a time when you have to stand up and be counted.
For Florida Republicans that time is now, in the Presi-
dential Primary on March 14th.
President Richard Nixon is a bold, courageous and effective
leader. He has proven himself to be the right man for these
difficult times.
America needs President Nixon-and he needs you. Let us
show him, and America, our tremendous support. Please com-
H
plete the attached volunteer card and send it in today.
Sincerely,
LET:jem
L. E. Thomas
P.S. See you at the polls March 14th.
TEAR HERE
Volunteer Card
Mr. ε Mrs. Vern Bunnell
2002 Australia Way E Apt
Clearwater, F1 33515
I want to personally support President
Nixon for re-election by participating
in the campaign. Please contact me
Telephone
right away!
Signature
I can't personally participate in the cam-
paign but I want to show my support
with a contribution of $
Mr. & Mrs. Vern Bunnell
2002 Australia Way E Apt
Clearwater, Fl 33515
33515-00196
INSTRUCTIONS: Please fill out this volunteer card, fold it in half and insert it in the
business reply envelope and mail today.
Second Florida Mailing
TELEGRAM
-
TELEGRAM
MS. MAY E. MACDONALD
8667 SEMINOLE BLVD
SEMINOLE, FL 33304
AMERICA NEEDS CONTINUED STRONG LEADERSHIP OF PRESIDENT
NIXON. NOW THE PRESIDENT NEEDS YOUR HELP. NATION WILL
BE WATCHING FLORIDA PRIMARY. YOUR VOTE EXTREMELY
IMPORTANT. NOW IS TIME FOR FLORIDA REPUBLICANS TO
UNITE IN SUPPORT OF THE PRESIDENT. LET US SHOW AMERICA
OUR STRENGTH AND UNITY.
TOMMY THOMAS
I
Re-elect the President
WISCONSIN COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
229 EAST WISCONSIN AVENUE, MILWAUKEE, WISCONSIN 53202
First Wisconsin Mailing
Revenue Sharing: The President has proposed a
dramatically new program that would cause power
to flow back to local officials away from the Fed-
eral Government. The program features the shar-
ing of Federal tax revenues with State and Local
governments, with no strings attached.
Older Americans: The President has developed a
strategy to increase Social Security benefits to the
nation's elderly by one-third. He has advanced
programs to enable more of the elderly to live in
their own homes, to improve nursing home care,
and increase jobs for older people.
Health Care: President Nixon's proposals will
make health care available to everyone, with the
emphasis on keeping people well as well as taking
care of the sick. He is leading the fight to eliminate
cancer and sickle cell anemia.
Drugs: The President is negotiating the end of
opium production in Turkey. He has an agreement
with France to help stop the traffic of drugs. He
has stepped up arrests of pushers. He is spending
6 times more for rehabilitation and 5 times more
for drug education than ever before,
Foreign Policy: President Nixon is the first Amer-
resident
ican President to visit China. The talks were
the first between leaders of the countries since
1949. He will also visit Moscow this year. His ad-
ministration has brought crisis diplomacy to an
end, opened negotiations to limit reduced tension
in nuclear weapons, and the Middle East.
America Needs
President Nixon.
And the President
Needs You.
Authorized & paid for by the Wisconsin Comm. for the Re-elec.
tion of the President.
H.L. Erickson, Treas. 7685 N. Berwyn Glendale, Wis.
24137 L
The Record
Vietnam: The President has brought 400,000
Americans home from Vietnam. He has reduced
American ground combat involvement by 90%. He
has reduced casualties by 95%. He has reduced
spending by two-thirds. He has laid the founda-
tions for a lasting peace in Southeast Asia.
The Economy: President Nixon has taken strong
steps to flatten inflation, change the tax structure,
and avert an international money crisis. He created
125,000 more jobs, caused $1.5 billion to be loaned
to small business. He initiated a 90-day freeze on
wages and prices. Housing starts are up 42% over
last year.
Welfare Reform: The present welfare system strips
the recipient of dignity and promises no end to the
vicious welfare cycle. President Nixon has pro-
posed a major change in the system. His program
provides training and work incentives, and it would
prevent the break-up of families and relieve the
mounting burden on taxpayers.
The Environment: President Nixon is the first Pres-
ident to really do something about our environ-
ment. He has proposed 25 separate bills regarding
our environment. He has initiated plans and pro-
grams that are working against air pollution, water
pollution, waste disposal, radiation and noise pol-
lution.
Young Americans: President Nixon has given 18-
year olds the right to vote by supporting the bill
and signing it into law. And he has overhauled the
selective service system toward the goal of an
all-volunteer Army.
First Class Mail
Permit No. 6
Milwaukee, Wisconsin
BUSINESS REPLY MAIL
No Postage Stamp Necessary if Mailed in the United States
Postage will be paid by
Wisconsin Committee for the
Re-election of the President
229 East Wisconsin Avenue
Milwaukee, Wisconsin 53202
Re-elect
the President
WISCONSIN COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
229 EAST WISCONSIN AVENUE, MILWAUKEE, WISCONSIN 53202 (414) 278-0262
Mr. Wesley J. Mulder
Box 27
Adell, Wi 53001
Dear Mr. Mulder:
At the 1968 Republican Convention, the Wisconsin delegation
cast the deciding votes that nominated Richard Nixon for
President of the United States. On Primary Day, April 4th,
Wisconsin will again have the opportunity to register its
support for the President.
As you know, he has brought more than 400,000 men home
from Vietnam; he has slowed inflation and slowed the rising
crime rate; he has introduced bold initiatives in the fight
against pollution; and he has made dramatic progress in the
search for world peace.
Based on this record, I believe he deserves your support
once again. If you agree, would you complete the attached
volunteer card and send it in today, and PLEASE don't forget
to cast your vote for President Nixon on April 4th.
Sincerely,
John John Chairman moider MacIver
TEAR HERE Paid for by the Finance Committee for the Re-election of the President, Hugh Sloan, Jr., Treasurer, 1701 Pennsylvania Ave., N.W., Washington, D.C. 20006
Volunteer Card
Mr. Wesley J. Mulder
Box 27
Adell, Wi 53001
I want to personally support President
Nixon for re-election by participating
in the campaign. Please contact me
Telephone
right away!
&
Signature
I can't personally participate in the cam-
paign but I want to show my support
with a contribution of $
Mr. Wesley J. Mulder
Box 27
Adell, Wi 53001
53001 0000350
INSTRUCTIONS: Please fill out this volunteer card, fold it in half and insert it in the
business reply envelope and mail today.
Second Wisconsin Mailing
TELEGRAM
J
TELEGRAM
MR. GERHARD F. NUENTHEL
ROUTE 1 BOX 213A
EDGERTON, WI 53534
PRESIDENT NIXON HAS BROUGHT 400,000 MEN HOME FROM THE WAR.
HE HAS SLOWED INFLATION AND SLOWED THE TERRIBLE CRIME RATE.
HE HAS MADE DRAMATIC PROGRESS IN THE SEARCH FOR WORLD
PEACE AND THE FIGHT TO SAVE OUR ENVIRONMENT. PLEASE
SUPPORT HIM ON APRIL 4TH. CAST YOUR VOTE FOR PRESIDENT
NIXON.
JOHN MACIVER
CHAIRMAN, WISCONSIN COMMITTEE
FOR THE RE-ELECTION OF THE
PRESIDENT
Paid for by the Finance Committee for the Re-election of the President. Hugh Sloan. Jr. Treasurer, 1701 Pennsylvania Ave., N.W., Washington, D.C. 20006
TARGET STATES
Number of Voting
Number
Cumulative
Electoral
1968 %
Households to be
of
Total Mailings
Number of
State
Votes
Vote
Mailed
Mailings
in each State
Mailings
California
45
51.7
1,750,000
3
5,250,000
5,250,000
New York
41
47.1
1,800,000
3
5,400,000
10,650,000
Texas
26
49.2
850,000
3
2,550,000
13,200,000
Pennsylvania
27
48.1
850,000
3
2,550,000
15,750,000
Illinois
26
51.6
850,000
3
2,550,000
18,300,000
630,000
3
1,890,000
20,190,000
Ohio
25
51.3
Michigan
21
42.0
720,000
3
2,160,000
22,350,000
New Jersey
17
51.2
720,000
3
2,160,000
24,510,000
Missouri
12
50.6
450,000
3
1,350,000
25,860,000
Wisconsin
11
52.0
540,000
3
1,620,000
27,480,000
Maryland
10
49.0
450,000
3
1,350,000
28,830,000
Connecticut
8
47.2
450,000
3
1,350,000
30,180,000
Oregon
6
50.0
450,000
3
1,350,000
31,530,000
470,000
32,000,000
Volunteer mailings
RECOMMENDED AGRICULTURAL MAILINGS
BY PRODUCT
Total
Agricultural
Agricultural
State
Mailings
Mailings
California
25,000
X3 =
75,000
New York
23,000
X3 =
69,000
Texas
44,200
X3 =
132,600
Pennsylvania
25,400
X3 =
76,200
Illinois
56,000
X3 =
168,000
Ohio
28,000
X3 =
84,000
Michigan
50,000
X3 =
150,000
New Jersey
3,400
X3 =
10,200
Missouri
43,000
X3 =
129,000
Wisconsin
35,200
X3 =
105,600
Maryland
5,000
X3 =
15,000
Connecticut
2,200
X3 =
6,600
Oregon
20,000
X3 =
60,000
K
MR. RICHARD PALMER
STAR RTE
CHARLESTOWN, NH 03603
00277 SU UNT
Tel.
CALL 1 (To all registered GOP's)
For Undecideds ONLY in Call #1
FOR Nixon
AGAINST Nixon
Undecided
CHECK ISSUE(s) OF CONCERN:
Ashbrk
Vietnam
Environment
Crime
McClos
Economy-Inflation
Drugs
Health Care
Date of No Answer, Busy, etc.:
2/
2/
2/
Unemployment
Foreign Polic
Can't Say; Won't Say
CALL 2 (To Undecideds only)
CALL 3 (Get-Out-the-Vote call to all GOP's "FOR Nixon")
FOR Nixon
AGAINST Nixon
Undecided
Call completed
Date of No Answer, Busy, etc.:
2/
2/
2/
Date of No Answer, Busy, etc.:
3/
3/
3/
M
NEW HAMPSHIRE COMMITTEE FOR
THE RE-ELECTION OF THE PRESIDENT
New Hampshire Highway Hotel
Concord, New Hampshire 03301
NEW HAMPSHIRE COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
New Hampshire Highway Hotel / Concord, New Hampshire 03301
Phone (603) 224-7411
Lane Dwinell-Chairman
Mrs. Bedford Spaulding-Assistant Chairman
G. Allan Walker, Jr.-Executive Director
Annis Clarkson
57 Watson St.
Nashua, NH 03060
Dear Annis Clarkson:
When one of our volunteers spoke with you over the telephone
recently, you indicated particular interest in the issues
of:
VIETNAM
ECONOMY-INFLATION
UNEMPLOYMENT
ENVIRONMENT
DRUGS
FOREIGN POLICY
CRIME
HEALTH CARE
The President's overall record, as well as his accomplish-
ments in your area of interest, warrant our continued
support for his re-election.
I hope that after reading the enclosed issue papers
you will join us in supporting President Nixon at the
polls on March 7th.
Sincerly,
LD:jen
Lane Dwinell
Unemployment:
In 1969, when President Nixon took office, the American economy was
in an ever-rising inflationary period that had gone almost unchecked
through the 1960's. Much of this inflation was because of heavy
spending on the Vietnam war, and the result was higher and higher
prices at home.
Now that the President is bringing the war to a close, returning
veterans and workers from a reduced defense industry are looking
for jobs. And a growing number of women and teenagers have entered
the labor force too.
Here's what President Nixon has done to curb inflation and provide
more jobs for Americans:
* Last year he signed into law the Emergency Employment Act,
providing one billion dollars for more than a quarter
million new jobs.
The President in 1971 put a freeze on wages and prices, and
followed this with regulations that are holding down
inflationary increases. Just as importantly, these efforts
are helping to destroy the inflationary psychology in which
people think prices and wages have to chase each other higher
and higher.
*
President Nixon helped the American economy by reaching new
agreements with our foreign trading partners and our military
allies: Japan has agreed to restrict the export of textiles,
relieving pressure on American industry; the President acted
to increase the price of gold to reduce international demands
on the dollar; and our NATO allies agreed to pay a greater
share of the cost of their own defense.
Individual income taxes were reduced by the Nixon Administration.
Americans will pay $22 billion less next year than they would
have under the tax rates that were in effect when the President
took office.
The Nixon Administration boosted housing starts in 1971 to a
41% increase over 1970.
There are many other areas in which the President is working to curb
inflation and provide more jobs. And all of these efforts point to
one objective: a new prosperity and a vigorous economy for an America
at peace.
Much has been accomplished. Much more needs to be done. Give President
Nixon your vote of confidence so we all may complete the task.
Vietnam:
SINCE 1969 THE PRESIDENT HAS BEEN WORKING TO GET US OUT OF VIETNAM
HE KEPT HIS PLEDGES.
He has brought nearly 90% of our troops home
In January of 1969, when President Nixon was inaugurated, the
United States had 550,000 men in Vietnam. Today, more than 400,000
of our men have left Vietnam and more than 23,000 are leaving each
month.
He has reduced our casualties by 95%.
By 1969, 31,000 men had died in Vietnam. And 300 more were dying
every week.
The President has reduced the rate of casualties by 95% by ending
the American offensive ground combat role and reducing American
air activity by 50%. Vietnam will continue to be the President's
first priority until our combat involvement is down to zero.
He has cut war costs by more than two-thirds.
Because of the huge reduction in American involvement in Vietnam,
there is a corresponding reduction in American spending. In 1969,
the incremental cost of the war in Vietnam to our defense budget
was $22 billion. In 1972, it is projected, the costs of the war
will be cut by $15 billions, a 2/3rds reduction from 1969
He is ending America's combat role.
In 1969, the President announced a plan to end American involvement
in ground combat activities. By 1971, combat operations were
virtually all conducted by Vietnamese.
He has a plan to end the war completely.
The President has explored every channel -- public and private --
to find a way to stop the fighting. The President's latest peace
proposal was recently made public. Here is his plan:
- a cease fire throughout Indo China
- a prisoner exchange throughout Indo China
- free elections in South Vietnam to include all groups
- international gurantees for the rights of the peoples of
Indo China
- the withdrawal of all American troops from South Vietnam
six months after agreement on these principles.
The only thing this Administration has not done is to agree to
overthrow our ally and turn South Vietnam over to the enemy.
The President has proved we are willing to go the extra mile
in seeking a fair settlement.
132
To Preserve Our Environment:
The President is in the forefront of those Americans who are concerned
about our natural environment. The Nixon Administration was the first
to provide positive measures to preserve and protect our natural
resources.
On the first day of the 1970's, the President signed into law the
National Environmental Policy Act which established the Council on
Environmental Quality. To concentrate and strengthen the scattered
environment efforts of the Federal Government, the President created
the Environmental Protection Agency to combat air and water pollution,
solid waste problems, radiation, pesticides, and noise.
The President has put forward twenty-five comprehensive proposals
for new laws to fight pollution. In addition to the Clean Air Act
which he signed into law in 1970, the President has proposed a tax
on sulfur dioxide pollution, which causes 2 billions of dollars in
damages each year.
Noise pollution is under attack through legislation to require
that noise level standards be set for construction equipment,
trucks, buses, and other irritating noise sources. Radiation and
thermal pollution, the result of technological power advances, are
being monitored--and exhaustive pre-planning of power plant sites
is now required.
The Administration has proposed a twelve billion dollar national
program to build municipal waste water treatment facilities and has
proposed extending the coverage of the Federal-State water quality
standards program to all the waters of the Nation. The President
has championed both Federal and international legal sanctions
against intentional or negligent pollution of the oceans.
In addition, the President has proposed a National Land Use Policy
to stop mindless urban sprawl. $100 million in Federal grants
will assist the states in this effort. He has returned surplus
Federal lands to the people and has committed new funds to provide
parks and recreational areas for future generations of Americans.
It is only the beginning. Environmental problems require the
urgent commitment of all Americans.
132-L
Health Care:
THE PRESIDENT'S PRESCRIPTION: HEALTH CARE FOR EVERYONE WITH
GOVERNMENT HELP -- NOT GOVERNMENT TAKEOVER.
There are more Americans than ever before. And we're living longer
than ever before. For that reason, health care is more important
to all of us than it ever has been.
Here is what the President has done for Health Care in the 70's
1. He has laid the foundation for a better Health Care System.
The way has been cleared for Health Maintenance organizations,
where doctors can work together to provide a full range of
services for comprehensive care.
2. His programs make sure that EVERYONE will be helped. He has
proposed legislation called the National Health Insurance
Partnership. It assures that no one, poor or rich, employed
or unemployed, will be denied medical care because they cannot
afford it. It would supplement, not replace, private health
programs.
3. His major goal is to keep people well, instead of just taking
care of them when they are sick. Last year, the President
signed a bill that began an all-out fight to find a cure for
cancer. The President will personally monitor the fight
against cancer, a disease that attacks one out of every four
citizens.
The President's emphasis on keeping people well has produced many
other new Nixon Initiatives: New programs for preventing occu-
pational accidents and illnesses, for improving highways and auto
safety, for expanding health education, and for combating
alcoholism and drug abuse. In addition, the President has directed
that a major new effort be launched to save thousands of lives now
lost to accidents and sudden illnesses by improving communications,
transportation, and training of emergency personnel.
The President's program also has provision for the construction
of new veterans hospitals and for the expansion of the staffs of
existing ones.
Some parts of the President's programs are already in place. Last
Fall, for example, the Congress passed the President's program for
educating more doctors, dentists and nurses, and for training them
faster and more effectively.
1321
Economic Leadership:
In 1969, when President Nixon took office, the American economy was
in an ever-rising inflationary period that had gone almost unchecked
through the 1960's. Much of this inflation was because of heavy
spending on the Vietnam war, and the result was higher and higher
prices at home.
Now that the President is bringing the war to a close, returning
veterans and workers from a reduced defense industry are looking
for jobs. And a growing number of women and teenagers have entered
the labor force too.
Here's what President Nixon has done to curb inflation and provide
more jobs for Americans:
*
Last year he signed into law the Emergency Employment Act,
providing one billion dollars for more than a quarter
million new jobs.
*
The President in 1971 put a freeze on wages and prices, and
followed this with regulations that are holding down
inflationary increases. Just as importantly, these efforts
are helping to destroy the inflationary psychology in which
people think prices and wages have to chase each other higher
and higher.
President Nixon helped the American economy by reaching new
agreements with our foreign trading partners and our military
allies: Japan has agreed to restrict the export of textiles,
relieving pressure on American industry; the President acted
to increase the price of gold to reduce international demands
on the dollar; and our NATO allies agreed to pay a greater
share of the cost of their own defense.
Individual income taxes were reduced by the Nixon Administration.
Americans will pay $22 billion less next year than they would
have under the tax rates that were in effect when the President
took office.
*
The Nixon Administration boosted housing starts in 1971 to a
41% increase over 1970.
There are many other areas in which the President is working to curb
inflation and provide more jobs. And all of these efforts point to
one objective: a new prosperity and a vigorous economy for an America
at peace.
Much has been accomplished. Much more needs to be done. Give President
Nixon your vote of confidence so we all may complete the task.
321321
Drugs:
TOO MANY YOUNG AMERICANS ARE TURNING ON TO DRUGS. PRESIDENT NIXON
IS TURNING DRUGS OFF.
1. He's hitting drugs at the source. As the President announced
on June 30, 1971, Turkey (where most U.S. heroin comes from)
agreed to end opium production in 1972. The Cabinet Committee
on International Narcotics Control, established by the
President in September 1971, and shared by Secretary of State
Rogers, is working with other nations to coordinate law
enforcement and diplomatic efforts torstem the flow of narcotics
in the United States
2
He's attacking domestic drug traffic. The Bureau of Customs
and the Bureau of Narcotics and Dangerous Drugs selled more
than two thousand pounds of heroin last year and made more
than fifteen thousand drug arrests On January 28, 1972.
President Nixon announced a new drug initiative aimed specifi-
cally at the street level heroin pusher, which will utilize
provisions of the Organized Crime Control Act of 1970
3. He's attacking drug abuse through education treatment, and
rehabilitation
The Special Action Office for Drug Abuse Prevention, established
on an interim basis by Executive Order (pending passage of
legislation submitted on June 17, 1971) has already significantly
increased the Administration's efforts in preventing drug abuse
President Nixon has proposed $365.2 million be spent on treatment
rehabilitation, education, training and research next year
a seven-fold increase over the $45 million spent the year
before President Nixon took office.
4. He's attacking drug abuse in the Armed Forces.
Drug dependence in the Armed Forces is being reduced consider-
ably by expanded drug treatment and rehabilitation programs.
Drug identification and de-toxification programs, which began
in Vietnam, have been expanded to include all military personnel
in the United States who are being discharged, sent abroad, or
are returning from overseas duty. In the year ahead, the
Veterans Administration will offer treatment and rehabilitative
service to an estimated 20,000 addicts. It will also expand
its drug dependency rehabilitation units by as many as twelve,
creating a total of up to forty-four such units.
President Nixon declared drug abuse to be Public Enemy Number 1, and
has moved in a balanced, comprehensive manner to attack this enemy
on all fronts. America needs President Nixon to continue this attack
and bring us to victory.
Winning The Battle Against Crime:
THE CRIME RATE IS SLOWING THIS YEAR.
HOW THE NIXON ADMINISTRATION DID IT.
The facts:
The rate of increase of major crimes has been cut in half, to a
five year low.
51 major cities reported an overall decrease in crime during the
first nine months of 1971. (In Washington, D.C. serious crime
fell 13% last year).
What the Administration did.
A. Spending
The dramatic improvement in the crime rate is a direct result of
the President's forceful policies to improve Federal, state and
local law enforcement agencies.
Money for law enforcement was boosted by more than 200% during
the first three years of the President's term and a further increase
to over $2.3 billion is proposed for this year.
B. New Laws and New Ideas
President Nixon's legislative initiatives, including the Organized
Crime Control Act of 1970, the District of Columbia Court Reform
Act, and the Omnibus Crime Control Act of 1970, have provided the
tools for improving federal efforts to curb crime.
Spearheading the fight against organized crime, are Federal
Strike Forces, a pool of all federal law enforcement agencies
to zero in on organized criminal activities. The Sixteen Strike
Force units scored significant victories in 1971, bringing nearly
six hundred federal indictments and naming over 2,500 criminal
suspects - including many major criminal leaders. This is more
than 2-1/2 times the number of indictments obtained during the
year before the President took office.
While substantial progress has already been made in stopping the
increase in crime, more is being done. The Law Enforcement
Assistance Administration (LEAA) is helping fund state and local
law enforcement efforts seeking improved courts and correctional
facilities geared to effective rehabilitation. Outlays in fiscal
1972 totaled $705 million - a six fold increase over the amount
spent in the year preceding President Nixon's inauguration.
The country has moved a long way from the unpleasant and seemingly
distant past of three years ago. We have made a remarkable turn-
around in our cities and the war against crime is still moving ahead.
The President is determined that the wave of crime must not be the
wave of the future. Crime, particularly, organized crime, will get
no reprieve.
Foreign Policy:
"JOURNEYS FOR PEACE"
"We seek an open world. Open to ideas. Open to the exchange of
goods and people. A world in which no people, great or small,
will live in angry isolation."
- President Nixon. Inaugural Address.
The President's overtures in establishing communication with The
People's Republic of China has gained overwhelming support.
Congress commended the President for "outstanding initiative in
furtherance of foreign relations of the United States and world
peace. U Thant said: "A new chapter in the history of inter-
national relations.' The new Secretary General of NATO,
Joseph Luns, called the trip "one of the great moments in the
world's history."
The President's visit to China is the first talk between the
leaders of both countries since 1949. Visiting China was not
an easy decision for the President to make. Nor an easy step
to take. But after careful analysis, President Nixon decided
it was vital to the interest of world peace.
The visit to China is not the only Nixon "journey for peace."
In May, the President visits Moscow. And prior to both trips he
will have consulted with the heads of the Canadian, Brazilian,
French, British, West German and Japanese Governments.
Although the President's visit to the People's Republic of China
is vitally important in the long run, his most immediate foreign
policy goal has been to end American involvement in the Viet Nam
war while building a lasting peace in Southeast Asia. The record
shows that is exactly what he has been doing.
The President has ended the "crisis diplomacy" of the sixties.
He has moved forward negotiations to limit nuclear weapons, and
concluded an agreement on Berlin. The Nixon Doctrine spread the
burden of free world defense more fairly among the free nations.
The President has achieved the breakthrough that we needed to lead
the world toward a full generation of peace.
&
1321
AGREEMENT
This AGREEMENT, made this sixth day of April 1972 in the city of
New York, New York, by and between THE REUBEN H. DONNELLEY CORPORATION, having
its principal place of business at 825 Third Avenue, New York, New York,
(hereinafter referred to as "Donnelley"), and the FINANCE COMMITTEE FOR THE
RE-ELECTION OF THE PRESIDENT, having, its principal place of business at 1701
Pennsylvania Avenue, N.W., Washington, DC (hereinafter referred to as "the
Committee");
WITNESSETH:
WHEREAS, Donnelley desires direct mail business; and
WHEREAS, the Committee desired to employ direct mail to communicate
with voters on behalf of President Richard Nixon's bid for re-election;
NOW, THEREFORE, Donnelley and the Committee, in consideration of the
mutual promises and commitments made herein, hereby mutually agree as follows:
I. The Committee agrees to employ Donnelley to mail a minimum of
25 million pieces of direct mail during the period beginning April 17, 1972,
and ending October 31, 1972, inclusive. The Committee may require Donnelley
to produce and mail up to 15 million of said 25 million pieces of mail in the
month of October, 1972.
II. The Committee agrees to pay Donnelley for all of its services
and postage in advance of Donnelley's execution of the mailings and to make
the first such payment for services and postage of $2,455,540 to Donnelley
upon the signing of this contract. Donnelley will bill the Committee in
accordance with the following schedule of prices, which prices include
Donnelley's services and postage:
N
Preparation of Computer letter, including
Mailing Service: (based on two-up format) --
7" form
$ 35.00 per thousand
10" form
37.50 11
11
14" form
40.16 "
"
Use of RHD Lists --
1st coverage
$ 12.50 per thousand
2nd coverage
8.50 "
"
Each Additional Coverage
6.50 #
"
2
Software
$ 20.00 per hour
Use of RHD Tapes for
Demographic Identification
$ 4.00 per thousand
List Correction (based on use of sequence
numbers)
Deletions $ 61.00 per thousand
Changes
186.00
"
"
List Print-outs (5-across Cheshire style)
3.75 per thousand
No materials are included in above costs. If Donnelley sup-
plies materials, they will be billed to the Committee at actual cost plus
17.65%. All costs for delivery of materials will be paid by the Committee.
III. Donnelley agrees to maintain the computer capability neces-
sary to perform under this contract, and to keep its facilities at Oak Brook,
Illinois, open for operation during the period beginning April 17, 1972
through October 31, 1972, and to devote the use of said facilities and no
other facilities to the performance of this contract.
IV. Donnelley agrees that this contract may be cancelled by rea-
son of non-performance by Donnelley or if, for any reason, Richard Nixon ceases
to be a candidate for President of the United States at any time during the
period of this contract. The Committee shall notify Donnelley in writing of
such cancellation 30 days in advance of the effective date thereof; provided,
however, that if the contract is being cancelled by the Committee by reason
-2-
of non-performance Donnelley shall first have been advised by the Committee
of said non-performance and chall have been given 15 days to cure said non-
performance before the 30-day notice of cancellation is given. Said 30 days
shall run from the time such notice is placed in the U.S. Mails, addressed
to an officer of Donnelley at Donnelley's principal place of business.
The Committee agrees that, in the case of cancellation of
this contract, Donnelley will bill the Committee for the cost of all services,
postage and materials expended by Donnelley as of the effective date of can-
cellation, plus the costs of equipment required to be purchased or leased,
and facilities required to be maintained, under Paragraph III above.
Any portion of advance payments which the Committee may have
made to Donnelley not used by Donnelley to cover the costs expended for servi-
ces, postage, materials, and additional computers and equipment necessary for
the performance of this contract (which costs are estimated to be approxi-
mately $75,000 for each of three months based on the 15 million October re-
quirement in Paragraph I, or approximately 1/3 less for each 5 million reduc-
tion in the October requirement if notice of such reduction is received by
Donnelley far enough in advance for Donnelley to cancel the equipment leases)
shall be returned by Donnelley to the Committee after either the cancellation
or the termination of this contract.
V. Donnelley recognizes that the exigencies of a Presidential
electoral campaign are such that normal commercial standards of performance
of the business of direct mail are exceeded greatly and that demands which
would be considered extraordinary under ordinary commercial conditions are
reasonable and ordinary demands to be expected during a Presidential electoral
campaign. Accordingly, Donnelley agrees to perform this Contract using its
-3-
best efforts consistent with the availability of manpower and equipment.
VI. Donnelley agrees LO employ the highest standards of security
and confidentiality to protect the privacy of the business of the Committee.
Pursuant thereto, Donnelley agrees specifically:
a.
To keep all of the Committee's magnetic tapes under
lock at all times when not in use and to maintain a sign-out system so that
all tapes can be accounted for at all times.
1
b. To keep all correspondence to or from the Committee
which is marked "Confidential" under lock at all times when not in use and
return this correspondence to the Committee after the termination of this
Contract.
C.
To keep all correspondence and any other material
pertaining to the business of the Committee under lock at all times during
the non-working day, in containers previously approved as secure by a repre-
sentative of the Committee.
d.
To keep separate from all other Donnelley work orders,
interoffice Donnelley work orders pertaining to the business of the Committee.
e.
To exclude from the area in which Committee business is
being performed anyone other than Donnelley or Committee personnel working on
Committee business.
f. To limit dissemination of information about Committee
business within the Donnelley organization to those with a need-to-know the
same.
8. Not to discuss among its own employees the activities
of the Committee, unless such discussion is necessary for the performance by
Donnelley of this contract.
h. Generally not to discuss with anyone not employed by
either the Committee or Donnelley any of the business or activities of the
Committee, and, particularly, the dollar volume of Committee business, the
quantities of planned or actual mailings, or the kinds of mailings employed
&
hu Committee
-4-
1. To allow no one other than a Donnelley employee, working
on Committee business, to erter areas under the control of Donnelley in which
Committee business, or work on the behalf of the Committee, is being performed,
unless such person is identified positively and bears written authorization for
such access, signed by any one of the following persons:
Jeb S. Magruder,
Robert H. Marik, or
L. Robert Morgan
In witness whereof, the parties have executed this Contract.
FINANCE COMMITTEE FOR THE
RE-ELECTION OF THE PRESIDENT
By
Maurice H. Stans
ATTEST:
THE REUBEN H. DONNELLEY CORPORATION
By
ATTEST:
Secretary
-5-
Committee for the Re-election of the President
MEMORANDUM
May 17, 1972
MEMORANDUM FOR:
MR. GORDON C. STRACHAN
FROM:
ROBERT £. ODLE, JR.
R.C.O.
Pursuant to your request I am enclosing at Tab A a list
of the personnel we currently have on board at 1701 and
a brief description of each. These are descriptions, not
titles.
At Tab B is the budget break-down described to you in my
memo of May 5.
Although different people might describe the organization
of the campaign in different ways, there are basically
four divisions or broad areas:
1. The Finance Division, housed in Suite 272, and headed
by Mr. Stans. Hugh Sloan serves Stans as a sort of
"executive officer" and there are several vice chairmen
and fund raisers, e.g., Dan Hofgren, Tom Pappas, Lee
Nunn, Newell Weed, Lang Washburn, etc. Gordon Liddy is
the Division's counsel. The campaign controller's office,
although it works closely with my administrative operation,
is a part of Finance.
2. The Political Division, located on the third floor, is
headed by five regional coordinators; the fifty states are
split among them. The five area coordinators are Bob Mardian
(west), Harry Flemming (south), Don Mosiman (midwest),
Clayton Yeutter (farm states), and Al Kaupinen (northeast).
Mosiman previously was a top man at EPA; Yeutter is from
Agriculture and also heads Farm Families for the President.
Fred La Rue, although technically not in the Political
Division, performs a number of chores in this area as
Special Assistant to the Campaign Director.
3. The voter blocs and functional groups, spread throughout the
building, are run by Fred Malek. Assisting him at 1701 are
Chuck Shearer (who did this at the Willard in '68) and
Andre Le Tendre (who started yesterday).
These groups are Youth (Ken Rietz); Business and Industry
(Paul Kayser); Black (Paul Jones) ; Ethnic (Tony De Falco);
Older Americans (Dan Todd); Agriculture (Clayton Yeutter);
Spanish Speaking (Alex Armendaris); ; Veterans (Frank Naylor) ;
Labor (not yet selected) ; Jewish (Larry Goldberg) ; Transient
Vote (Dick McAdoo) ; Lawyers Committee (Dan Pilierio);
Physicians (Bill Stover) ; Educators (not yet selected);
Women (Pat Hutar) ; Voters Rights (Murray Chotiner).
4. Then there is what might be termed "everything else," and
falls under the jurisdiction of Jeb:
a. Advertising. Peter Dailey's November Group. Three
people in Washington, the balance in New York.
b. Convention. Run by Bill Timmons out of the White
House.
C. PR/Media. Cliff Miller and Van Shumway's operation.
d. Research and Planning. Headed by Bob Marik this also
includes the Direct Mail operations (Bob Morgan) and
Telephone Operations (Nancy Brataas).
e. Polling. Bob Teeter. Bob has two young assistants in
Washington.
f. Spokesmen Resources. The "scheduling" operation run by
Bart Porter and Curt Herge and the "tour desk and
advance" operation headed by Jon Foust. The latter also
includes celebrities, athletes, American Music, etc.
g. Administration. Odle. Roughly comparable to the White
House Staff Secretary plus Personnel and Security.
Also includes budget administration and special projects
for Magruder. Correspondence section, guards, drivers, etc.
h. Counsel. Glenn Sedam.
With respect to your question on operating expenses, it costs
approximately $50,000 - $60,000 per month to run 1701. This
includes all rents, phones, furniture, office equipment, supplies,
stationery, security devices, typewriters, leasehold improvements,
auto rental, etc. Costs for telephone equipment and our long
distance charges run almost one-third of this amount.
Let's discuss the salary situation on the phone. I'm having those
figures put together now.
(D)
A
ADMINISTRATION
Magruder's Office
Job Description
Jeb Magruder
Assistant to Mr. Mitchell
Bob Reisner
Administrative assistant
to Magruder
Gene Roberts
Secretary to Magruder
Vicki Chern
Secretary to Reisner
Sedam's Office
Glenn Sedam
Counsel
Diane Kalin
Secretary to Sedam
Odle's Office
Rob Odle
Director of campaign admin-
istration, personnel, etc.
Connie Santarelli
Assistant for personnel,
Committee correspondence,
etc.
Jeannie Mitchell
Assistant for personnel,
Committee correspondence,
volunteer recruitment and
placement, etc.
Martha Duncan
Assistant for office manage-
ment, equipment, supplies,
machine maintenance
Jeanne Mason
Secretary to Odle
Kathy O'Melia
Receptionist & switchboard
Ruby Youngs
Telephone Operator
-:-
Odle's Office, cont.
Job Description
Sylvia Panarites
Receptionist - 4th floor
Jim McCord
Security coordinator
Linde Zier
Correspondence typist
Nick Bungato
Staff messenger
Carl Foster
Staff driver
James Dooley
Mailboy
Mitchell's Office
John Mitchell
Campaign Director
Lea Jablonsky
Secretary to Mr. Mitchell
Morgan Elliott
Driver for Mr. Mitchell
Note: There is also a security guard force under the Administrative
Division.
Note: Sandra Hobbs, legal secretary to Mr. Mitchell, is on the payroll
of Mudge Rose Guthrie & Alexander
ADVERTISING
Peter Dailey's Office
Job Description
Bill Novelli
Assistant director; based
in Washington
Liz Johansen
Secretary to Dailey
Susan Schjelderup
Secretary to Joanou and
Novellf
Other Advertising salaries are reflected on payroll of November Group,
Incorporated.
NOVEMBER
GROUP
INC.
Highly Confidential
March 22, 1972
Pete Dailey:
In the interest of proper internal control it would
be desireable if from time to time the payroll rates
both internal and enchor and loan-were confirmed by a
person in authority independent of the Finance Department.
(Reimbursement to free lance personnel have been reported
to you separately)
Accordingly, if the information below agrees with your
understanding, kindly indicate SO by signing a copy of
this document and return to me.
Should you have any questions, please let me know.
Dept.
Name
Title
Start Date
A&L/NG
Executive
P. Dailey
President
2/1
A&L
Executive
P. Joanou
Exec. V.P.
2/1
A&L
Finance
P. Muller
Sr. V. P.
2/1
NG
Creative
W. Taylor
Creat. Dir.
3/1
A&L
Acc. Man.
M. Lesser
Man. Suprv.
2/1
A&L
Finance
F. Becker
Treas.
2/1
NG
Media
G. Karalakes
Dir. Modia
2/1
A&L
Sales Pro. M. Heinrich
Mar. Promo.
1/16
NG
Executive S. Woodson
Adm. Asst.
2/28
NG
Sales Prom P. Krever
Adm. Asst.
2/1
NG
Finance
B. Goubeaud
Exp.-Sec.
2/21
NG
Acc. Man.
M. Giangrande
Adm. Asst.
2/17
NG
Off. Serv. R. Blau
Rec. -Swich Bd.
2/21
NG
Off. Serv. E. Prato
Mail Head
3/6
NG
Media
S. Massucci
Asst Buyer
3/16
NG
Acc. Man. M. Scott
A/E
3/13
NG
Creative
G. Whitlock
Sec. to Dir.
3/1
A&L
Acc. Oper. S. Willis
Print Cood/Puy
3/6
A&L
CC: R. Smelas. Price Waterhouse
*Represents contractual
F. Pecker
rate for services from
of Corporation
inception to dissolution Daily
909 THIRD AVENUE
NEW YORK, N. Y. 10022
(212) 752-3500
AGRICULTURE
Personnel
Job Description
Clayton Yeutter
Director
John Foltz
Assistant
Gary Madson
Assistant
Roni Haggert
Secretary
Kathy Hill
Secretary
BALLOT SECURITY
Personnel
Job Description
Yvonne Allen
Assistant to Chotiner
Note: Chotiner is not on payroll but does receive reimbursement
for expenses.
BLACK LIAISON
Personnel
Job Description
Paul Jones
Director
Brenda Pettross
Secretary
Karen Minor
Secretary
Frank Carpenter
Assistant
BUSINESS AND INDUSTRY
Personnel
Job Description
Paul Kayser
Director
Harold Fangboner
Assistant
Peter Rocchio
Assistant
Bill Harper
Administrative
assistant
Pat Cochran
Secretary
Catherine Koob
Secretary
CITIZENS
Personnel
Job Description
Charles Shearer
Director
Jerry Jones
Campaign controller
Carolyn Muse
Secretary to Jones
Edward Nixon
Assistant to Malek
Tina Karalekas
Secretary to Nixon
Andre Le Tendre
Assistant to Shearer
CONVENTION
Personnel
Job Description
Fred Rheinstein
Convention media
coordinator
ELDERLY
Personnel
Job Description
Dan Todd
Director
Jim Mills
Assistant
Polly Sedlak
Secretary
Christie Todd
Assistant
Ruth Groom
Assistant
Judy Prokop
Secretary
ETHNIC
Personnel
Job Description
Anthony De Falco
Director
Connie Broadus
Secretary
EXECUTIVE
Mrs. Mitchell's Office
Job Description
Kristin Forsberg
Secretary
Tom Wince
Driver-messenger
Carol Willis
Staff Director
Jacqueline Newman
Secretary
Special Arrangement - Dent Job Description
Jan Milliken
Secretary in Dent's
office
Note: This is a special arrangement worked out at Roger Milliken's request
whereby he pays the Committee $8,000 per year so that it can pay his daughter
that sum to work in Dent's office. The daughter does not know her salary is
paid by her father and he wants it that way.
Special Arrangement
Job Description
Patricia Lasky
Writer
FIELD OPERATIONS
Personnel
Job Description
Tom Houser
Illinois Chairman
Diane Graham
California fieldman
Tony Goldstein
California fieldman
Tom Dey
California fieldman
Ken Manning
California fieldman
Dan Hall
California fieldman
Michael Scholar
California fieldman
Susan Sullivan
California fieldman
Dustin Murdock
California fieldman
Richard Richards
Western fieldman
FINANCE
Personnel
Job Description
Hugh Sloan
Assistant
Peter Holmes
Assistant to Sloan
Lee Nunn
Assistant
1,
Lang Washburn
Assistant
Newell Weed
Assistant
Paul Barrick
Controller
Charles Dexter
Director mail fund raising
Barbara Zapp
Direct mail fund raising
Kenneth Talmage
Administrative Assistant
Arden Chambers
Secretary to Stans
Ann Pinkerton
Secretary to Stans and
Chambers
Jane Dannenhauer
Secretary to Sloan
Yolanda Dorminy
Secretary to Nunn
Judy Hoback
Bookkeeper
Charlotte Lyeth
Accounting
Eveline Hyde
Coordinator of finance
volunteers
Carroll Holton
Driver for Stans
Maureen Devlin
Secretary-receptionist
Florence Thompson
Secretary to Talmage
Richard Visceglia
Direct mail fund raising
Celine Terrar
Direct mail fund raising
1
--2-
Finance personnel cont.
Job Description
Elaine Hall
Secretary
Gordon Liddy
Counsel
Sally Harmony
Secretary to Liddy
John T. Washburn
Assistant
Joyce Barbour
Assistant Bookkeeper
Glenn Olson
Direct Mail 1 fundraising
Sharon Harris
Direct Mail fundraising
John Chadwell
Assistant to Mr. Nunn
Note: Messrs. Maurice Stans, Dan Hofgren, Thomas Pappas, and Michael
Miller are not on payroll but do receive reimbursement for
expenses.
Robert Odell and several secretaries in the Finance Division
are on the RNC payroll.
JEWISH
Personnel
Job Description
Larry Goldberg
Director
Ronald Greenwald
Assistant
Beryl Cohen
Secretary
Michael Abrams
Assistant
Paige Peters
Secretary
LAWYERS COMMITTEE
Personnel
Job Description
Daniel Piliero
Director
Mary Lewis
Secretary
LETTERWRITING
Personnel
Job Description
Betty Nolan
Director
Victoria Agnich
Assistant
Christine Nadeau
Assistant
Note: This is the office which quietly writes the hundreds of "letters
to the editor" throughout the country.
This function was transferred to our payroll when we assumed the White
House support budget.
PHYSICIANS
Personnel
Job Description
William Stover
Director
Merlyn Hunger
Secretary
POLITICAL
Personnel
Job Description
Harry Flemming
Political Coordinator
Donald Mosiman
Political Coordinator
A1 Kaupinen
Political Coordinator
Mark Bloomfield
Assistant to Flemming
David Allen
Research
Dolores Ulman
Secretary to Flemming
Barbara Fierce
Secretary to Bloomfield
and Kaupinen
Laura Frederick
Secretary to LaRue
Robert Mardian
Political Coordinator
Betsy Callaway
Secretary
Wyn Drake McAuliffe
Secretary to Mardian
Diane Kopperman
Secretary to Mosiman
Neille Mallon
Secretary to Mardian
Note: LaRue is not on payroll but does receive reimbursement for
expenses.
POLLING AND RESEARCH
Marik's Office
Job Description
Bob Marik
Director of research,
planning, strategy,
etc.
Bob Morgan
Assistant for direct
mail
Nancy Brataas
Assistant for telephone
operations
Carmen Hoeppner
Assistant to Brataas
Gail Belt
Assistant to Brataas
Art Finkelstein
Assistant for demographics
Rick Fore
Administrative assistant
to Marik
Richard Shriver
Planner
Thomas Slivinski
Assistant to Morgan
Biba Wagner
Research Assistant
Jo Creighton
Secretary to Marik
Ann Braafladt
Secretary to Fore and Marik
Mary Adams
Secretary to Brataas
Dan Mintz
Assistant to Finkelstein
r
Susan Le Donne
Secretary to Morgan
Teeter's Office
Bob Teeter
Polling director
Ted Garrish
Assistant to Teeter
-2-
Teeter's Office cont.
Job Description
Dan Evans
Assistant to Teeter
Marybeth Koeze
Secretary to Teeter
Nancy Crouch
Secretary to Garrish
and Evans
PUBLIC RELATIONS AND MEDIA
Personnel
Job Description
Cliff Miller
Director
es
Van Shumway
Director of public affairs
Scott Peters
Audio director
Powell Moore
News and information
Ann Dore
Communications manager
Art Amolsch
News bureau manager
John B. Fuller
Writer
Frank Leonard
Publications and graphics
D.J.Atwood
Assistant to Leonard
Bill Parish
Photo editor
Angela Harris
Assistant
Leslye Arsht
Research coordinator
Pat Strunk
Wire room operator, messenger,
etc.
Karen Koon
Secretary to Shumway
Noelle Kantzer
Secretary to Girard
Patty Price
Secretary to Amolsch
Laura Underwood
Production Assistant
Jean Coleman
Secretary to Miller
Terri Thayer
Secretary to Harris
and Leonard
Joan Donnelly
Secretary to Dore
Michael Kekker
Messenger
Jim Randall
Audio Assistant
&
Mark Rosenker
Audio Assistant
SCHEDULING AND TOUR OFFICE
Porter's Office
Job Description
Bart Porter
Scheduling Director
Curt Herge
Master scheduler
Bill Minshall
Assistant scheduler
Sandra Cram
Assistant scheduler
Nora Vandersommen
Secretary to Porter
Peggy McClung
Secretary
June Peterson
Secretary
Roger Stone
Assistant scheduler
Debra Herwig
Secretary
Foust's Office
Job Description
Jon Foust
Tour Director
Edward Cowling
Tour Desk
Ed Crane
Celebrities coordinator
Susan Davis
Advanceman
Patti Schrager
Celebrities secretary
Peggy Wiesemann
Secretary to Foust
Debbie Nixon
Secretary
Harry Warner
American Music Coordinator
SPANISH SPEAKING
Personnel
Job Description
Alex Armendaris
Director
Frank Almaguer
Assistant/Fieldman
Betty Gonzales
Secretary1
TRANSIENT
Personnel
Job Description
Richard McAdoo
Director
Susan Whittier
Secretary
VETERANS
Personnel
Job Description
Frank Naylor
Director
Judy Myers
Secretary
James Smith
Fieldman
WOMEN
Personnel
Job Description
Pat Hutar
Director
Rita Hauser
Public Relations
Nancy Steorts
Coordinator
Nancy Blair
Secretary to Hutar, Hauser,
Steorts
YOUTH
Personnel
Job Description
Ken Rietz
Director
Ken Smith
Assistant and project
manager
Tom Bell
Assistant and project
manager
Bob Podesta
Project manager
George Gorton
College director
Bert Krueger
Fieldman
Maxwell Calloway
Fieldman
Louis Barnett
Fieldman
Ted Wigger
Fieldman
Tom Davis
Fieldman
Bill Lamont
Fieldman
Bill Ehrig
Fieldman
Connie Cudd
Secretary to Rietz
Marilyn Johnson
Assistant to Rietz
Barbara Preve
Secretary for Assistants
Eve Auchincloss
Secretary for Assistants
Angie Miller
Project Manager - Nixonetts,
Nixonaires
Gary Burhop
Convention coordinator
David Chew
Assistant
John Ford
Assistant
B
CONFIDENTIAL/SENSITIVE
COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
Preliminary Budget - Post April 7
R. C. Odle, Jr., April 28, 1972
Division
Responsibility
Budget
Comments
Advertising
Dailey
$ 12,153,000
Includes all media costs, overhead, salaries, etc.,
to run November Group. This figure répresents the
total cost to Re-elect Committee. Some dollars
which might have gone to this budget are now
scheduled for the Direct Mail and Telephone
budgets.
Campaign Materials
Dailey
$ 1,500,000
Cost $2 million in 1968. If the states purchase
campaign materials, then the state support
budget will increase by this amount and this cate-
gory will be removed. Regardless of where the
money is spent, however, it will cost $1,500,000.
Candidate Support
Magruder/Malek
$ 1, 1,380,000
Represents the White House support account pre-
viously maintained at RNC. Includes Presidential
and First Family travel, the entire White House
mailing program, etc.
Convention
Timmons
$
475,000
Includes all 1701 and White House travel to and
from convention site. Timmons has justified this
figure and believes it will not be changed even
if the convention site is.
Political
La Rue/Flemming
$
211,000
Includes all costs (salaries, payroll burden,
travel) for running Political Division. Does not
include any costs associated with state support.
PR/Media
Miller/Shumway
$
740,000
All expenses associated with Division: salaries,
travel, payroll burden, and all Division programs.
Polling
Teeter
$
750,000
Best estimate of what we think will be requested
and needed between now and November.
Research and Planning,
Marik
$ 6,785,000
$4,490,000 for direct mail; $1,900,000 for
Direct Mail,
telephone operations; $180,000 for computer caps,
Telephone Operations
Compass Systems, data processing; balance for
salaries, travel, payroll burden.
Special groups and committees
Malek/Hutar/Chotiner
$ 2,354,000
A realistic budget for the dozen special groups
including all voter bloc
and committees plus the overall Citizens activity.
groups and Citizens activity
Also includes national volunteers program and
plus Women (Volunteers) and
ballot security program. Less than 1968 figure.
Ballot Security
Spokesmen Resources
Porter/Foust
$
725,000
Represents entire cost of program: surrogates,
(Scheduling and Tour Offices)
athletes, celebrities, American Music, scheduling,
travel, charters, rallies, payroll, payroll burden.
Administration
Magruder/Odle
$
225,000
Primarily salaries, payroll burden, travel, etc.
Office Administration
Odle
$
420,000
Rents, telephones, furniture, equipment, autos,
typewriters, leasehold improvements, etc.
SUB-TOTAL
$ 27,718,000
Funds spent prior to April 7
$ 3,110,000
Includes all funds spent by all divisions but does
not include any pre-payments.
SUB-TOTAL
$ 30,828,000
Finance Committee Budget
Stans/Sloan
$
865,000
Does not include costs of running Division offices,
telephones, etc., which are included above.
SUB-TOTAL
$ 31,693,000
State Support
La Rue/Flemming
TOTAL
Committee for the Re-election of the President
MeMORANDUm
May 5, 1972
CONFIDENTIAL
MEMORANDUM FOR:
MR. GORDON C. STRACHAN
FROM:
ROBERT C. ODLE, JR.
Jeb suggested that I give you a brief analysis of the budgeting
process we have been going through for the last several weeks.
We began by asking each Division head to submit a budget which
would include the amount of money he would like to do the job
he wanted to do. In other words, each was asked to submit, in
effect, a campaign plan in dollar figures. Hence, many of the
budgets were greatly in excess of what is practical or even
desirable. But we wanted to start at the top and work down.
I then took each Division budget and ran it by Paul Barrick, our
controller. Paul and I went over each, moved expenses from one
Division to another, eliminated duplications, etc.
A meeting was then held with Magruder, Malek, La Rue, and Odle
to review $44 million worth of requests which had come in.
After one long meeting and three cuts at it, we arrived at a
$35 million budget (exclusive of Finance) and it was then ap-
proved by Magruder, Malek, La Rue, and Odle as a budget that we
should propose to Mr. Mitchell.
At that point, a controversy arose between the Finance and non-
Finance people as to whether 1701 should attempt to support the
state committees' budgets or the states and counties' budgets as
well. Since the Political Divison (Flemming et al) does not
have all the budgets for the states in on either of these bases,
it was decided to remove all state support costs from the budget
and agree on a total dollar figure which would be exclusive of
state support.
The budget proposed by the campaign committee to the finance com-
mittee is attached. It envisions a $31.7 million campaign ex-
clusive of state support. That figure would include all moneys
spent from inception of 1701 (April 1971) to the end. However,
all moneys spent from inception through April 6 are lumped together
towards the end of the budget.
CONFIDENTIAL
CONFIDENTIAL
-2-
Since the preparation of this proposed budget, the Budget Committee
(Mitchell, Stans, Magruder, Malek, Nunn, Sloan, La Rue, Odle) has
met five times to review the various categories. In each of these
sessions, one or two Division heads come in to defend their budgets.
Except for Polling and Spokesmen Resources, who will defend their
budgets next week, we now have almost unanimous agreement on the
proposed dollar figures for each Divison (The convention budget
up-date will have to wait until Timmons' team gets back from
Miami).
Also by next week we should have semi-final state support figures
which would be added to the $31.7 million figure.
We' 11 keep you posted.
Please call me if you have any questions.
cc: Mr. Jeb S. Magruder
CONFIDENTIAL
Committee for the Re-election of the President
MEMORANDUM
May 16, 1972
CONFIDENTIAL
MEMORANDUM FOR:
THE HONORABLE JOHN N. MITCHELL
THROUGH:
JEB S. MAGRUDER
FROM:
BOB MARIK
SUBJECT:
Compass Systems, Inc.
As you know, we have agreed to invest substantially in Compass
Systems, Inc. for the purpose of assuring that we have a compre-
hensive demographic data base to augment our campaign in California.
For the past year, the resources of Compass were devoted to re-
apportionment. That project was coordinated by the Republican
State Central Committee, although there was also involvement by
Governor Reagan's office and Bob Monagan's office. We are now
in the transition of reapportionment to campaign application,
and we have encountered some early operating difficulties in
achieving responsiveness and smooth coordination with the Re-
publican State Central Committee and Compass in filling our
requirements for data.
As we see it, there are three important factors:
1. The Republican State Central Committee has not performed
satisfactorily as the clearing house for all data requests.
There have been excessive delays and inadequate follow through.
2. Compass Systems, Inc. is somewhat weak in internal
management, although they are technically competent. This has
led to failure to make some deadlines as committed.
3. There is a major stumbling block between the Central
Committee and Compass in that the latter feels that it has
valid billings outstanding for over $40,000 for project over-
runs. The Central Committee feels that the claims have no
basis whatsoever. Up until now, there has been no constructive
effort to resolve that situation.
CONF IDENTIAL
- 2 -
I have sent Bob Morgan to California to work out a satisfactory
arrangement with the California people to protect our investment
and assure that we will have access to the demographic data base
which we require. It is our strong feeling that the Republican
State Central Committee personnel should be removed altogether
from the coordinating function and that that function should be
given to a neutral person. We have received general agreement
that Alan Heslop, a political scientist who was a consultant to
the overall reapportionment project, would be acceptable in
this role. The Re-election Committee may have to pay his
compensation to act as coordinator. His fee would be $100 per
day and he may serve as many as ten days per month.
Our problem now is that Put Livermore, despite early promises
of cooperation, is becoming reluctant to negotiate with us and to
take positive action to deal with an unsatisfactory situation.
According to Bob Morgan, Put has even gone so far as to say that
the State Central Committee may hold onto the data base in order
to retain control over the project.
We are still working to find an acceptable solution to the problem
and we hope to have a recommendation in the near future. However,
I did want to apprise you of the situation early because we may
have to ask for your help to achieve Put Livermore's cooperation.
Lyn Nofziger, who is meeting with you this afternoon, has been
in close contact with Bob Morgan as he has been working on the
project in California.
CONFIDENTIAL
Committee for the Re-election of the President
MEMORANDUM
April 14, 1972
CONFIDENTIAL
MEMORANDUM FOR THE HONORABLE JOHN N. MITCHELL
FROM:
JEB S. MAGRUDER
SUBJECT:
General Campaign Strategy
Although this memorandum was prepared last month, upon reviewing
it today, I feel that it will nevertheless be of interest to you
as it makes some important points concerning general strategy.
Attachment
CONFIDENTIAL
COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
MEMORANDUM
March 7, 1972
CONFIDENTIAL
MEMORANDUM FOR JEB S. MAGRUDER
FROM:
ARTHUR FINKELSTEIN
SUBJECT:
General Campaign Strategy
I have been searching for a profound thought on your query on
the best general campaign approach (bland VS. blatant) and keep
coming back to one not very profound position, that of a very
old political axiom, namely: Know where your voter is, know
who your voter is, and be able to count.
I have a general predilection for a low profile campaign and
perhaps my bias here will show, but:
1. The Republican Party is overwhelmingly the minority party
and cannot, as a rule, afford (nor can the Democrats) an
overt ideological position without denying a larger, less
ideological slice of the electorate.
2. Richard Nixon is not a charismatic personality and would be
unable to effectively "pull-off" anything other than a bland
performance.
3. Our constituency is an older, less emotionally constituted and
more diligent voter. A quieter campaign would be tailored
more to their tastes.
4. The other side of that coin, you suggested, is that in a
bland campaign many of these voters would tend to stay within
the confines of their party - majority Democratic - and
thereby hurt the President. I suspect this is valid except
that, after all, our candidate is the incumbent President,
a known quantity, an earnest, businesslike, efficient
President. As such, he garners a stronger loyalty, more so
than as a mere partisan. However, this argument is intriguing
other than the incumbency factor.
5. Unquestionably, a hotter campaign would bring forth a larger
turnout. Larger turnouts mean a great deal more (percentage
wise) people who are on the bottom of the socio-econemic
ladder and, therefore, blocs of non-Republican voters.
CONFIDENTIAL
-2-
6. However, a more intensely fought campaign would force the
ultimate Democratic nominee to take positions which would,
because of Nixon co-option of the Centrist position, be
somewhat, if not totally, ideological in bearing. This
would be true of both Kennedy and Muskie.
1
7. Kennedy is not, in fact, totally boxed in since a campaign
can be fought either for a cause (Left or Right), for con-
sensus, or for a personality. Kennedy would, no doubt, run
as a personality concerned with an issue and would, there-
fore, produce a contrast with Nixon and run a formidable
race.
8. Muskie has a personality problem and could not, in my esti-
mation, run with a cause. Therefore, he would have to run
for consensus, which he is now doing. For Muskie this would
be a difficult proposition and probably not a successful one.
9. While a Kennedy-Nixon confrontation would, no doubt, be the
more dangerous one for Nixon, it would have side advantages.
Kennedy's campaign would produce a more issue-oriented (Left
VS. Right rather than a Muskie Democrat VS. Republican) cam-
paign. This in turn would bring to fore certain voter shifts
which Scammon-Wattenber-Phillips have been alluding to.
10. A Kennedy-Nixon race would allow the Republican Party to start
on a long, slow incremmentation period in Congress as well
as the voting shifts.
11. Lastly, to try to hold up Muskie or deflate Kennedy or any
other "anti" strategy is dangcrous and can conceivably back-
fire in the campaign.
CC: Bob Marik
CONFIDENTIAL
April 25, 1972
DETERMINE BE AN
ADMINSSURATIVE LUCKING
E.O.
6-102
By emp
3-31-82
CONFIDENTIAL
MEMORANDUM FOR THE HONORABLE JOHN N. MITCHELL
FROM:
JEB S. MAGRUDER
SUBJECT:
Democratic Primaries
The attached memorandum from Bob Marik concerning the lessons of
the Democratic primaries will be implemented at our next staff
meetings. In the meantime, I thought you would be interested in
the points that he is making.
Attachment
bcc:
Mr. Haldeman
Committee for the Re-election of the President
MEMORANDUM
April 10, 1972
FOR:
JEB S. MAGRUDER
SUBJECT: Democratic Primaries
You probably saw the attached article from the "Outlook"
Section of this Sunday's Washington Post. The author,
Polsby, makes three major points:
1. That the Democrats are not tearing themselves
apart in the primaries, to the extent that they will default
the general election to Richard Nixon;
2. That Ed Muskie's chances have not been fatally
damaged by the primary results thus far;
3. That the abnormally heavy turnout in the Demo-
cratic primaries thus far suggests great interest among those
voters in 1972, and that the traditionally Republican edge
in percent turnout may not exist in November.
The first two points are well-worn. I happen to agree with the
first and disagree with the second. The very important peint
is the third one, and we probably have not thought about that
enough. The Democrats may be setting the stage for the greatest
turnout in their history. You may recall an early comment by
John McIver, that the Wisconsin Democrats always had the divisive
primaries. However, those contests did increase the Democratic
primary turnout and attracted substantial Republican crossovers.
Pretty soon, the habit of turning out and voting for the Demo-
cratic slate carried over to November, and the Republicans found
themselves in bad shape.
We must be aware of the same danger nationally in November, 1972.
The President can, and should conduct his campaign as the incumbent,
the occupant of the Oval Office. We, however, cannot afford to
act anything like a campaign-oriented branch of the White House
Staff. We (the total campaign committee) must be in the field,
out-organizing McGovern; we must get all of our people oriented
- 2 -
to the fact that the campaign will be won or lost in the precincts,
not 1701 Pennsylvania Avenue.
In short, I'm afraid we are allowing our very fine staff structure,
which was effective for the planning phase, to insulate us from
the realities of the campaign. We tend to be overconfident, listening
too much to the optomistic evaluations of other Nixon loyalists. Mean-
while, the Democratic campaign workers are becoming battle-hardened in
the trenches of the primaries, and they may ambush us in November.
Recommendations
X
1. For starters, we have never had a discussion of local campaign
organization and activities at a Tuesday Staff Meeting. A theo-
retical presentation would be useless, but if we do have good
organizers working in any state, it would be very effective to
have one of them talk to the staff. (Much like it sometimes
helps to have a person from Sales tell the Manufacturing people
how the customers in the market place are reacting to a company's
products and services.)
Approve
Disapprove
Comment
Person to follow up
2. That Ken Reitz talk to the staff about the Brock campaign,
enphasizing the success of the field activities, and how they
were implemented.
Approve
Disapprove
Comment
Person to follow up
Bill KOBERT H. MARIK
Misreading the Primaries
So far, the main lesson of the pri-
By Nelson IV. Polsby
maries has been that several possi-
ble Democratic nominees are closely
Polsby is professor of political sci-
matched as far as primary electorates
once at the University oj California at
are concerned. To analysts who like to
Berkeley and co-author, with Aaron
Wildausky, of "Presidential Elections."
report unequivocal results, the idea of
IS
such a fair contest must seem intolera-
T.V THE AFTERMATH of the Wis-
THIS
ble. The messages they have been
1 consin primary two propositions are
NECESSARY
sending have made the financial back-
DOW being accepted as conventional
ers of several Democratic hopefuls jit-
wisdom. The first is that the Demo-
tery, since some of them, obviously,
crats are tearing themselves apart and
are backing eventual losers.
that President Nixon's chances of re-
election have been enhanced. The sec-
Stopping the Stampede
ond is that the primaries are destroy-
ing the chances for nomination of Sen.
IT's MUCH TOO EARLY, however, to
Edmund Muskie, whose candidacy is
count Muskie out. It is certainly true
now generally regarded as on the
that he has committed one or two tact-
ropes. Neither proposition will stand
ical blunders, the most important of
up to much close examination.
which was his late announcement of
Florida and Wisconsin didn't help
candidacy. Now he is spread much too
thin, and by the very nature of his cen-
Muside, to be sure, but analysts haven't
tral position comes across indistinetly
given adequate weight to a few
on short notice to audiences in the pri-
underlying facts about primary elec-
mary states. What is a disadvantage in
tions. For one thing, centrist candi-
the early primaries, however, may turn
dates are handicapped in a crowded
out to be a blessing at a national con-
vention when delegates start thinking
field. With a big menu to select from,
about their second choices and about
voters seatter their choices widely.
appealing to a broader spectrum of
Secondly, primary electorates are
voters in an attempt to beat President
quite unrepre sentative of party voiers
Nixon. Muskie's main problem, and it
in eneral elections. In primaries, it's
may prove insuperable, is to stop a
ideelogically committed portisans who
stampede away from him of over-im-
turn out, and the more ideological can-
didates-not the ones in the middle-
pressionable souls who are misreading
reap the benefits. Thus the Democratic
the primary results to date.
primaries don't tell us what all Demo-
While the primaries have exaggerat-
crats want, just what some of them
ed Sen. Muskie's weakness, they have
want. Moreover, there is no way to tell
done the opposite for Sen. George
what the second choices of any of
McGovern and Gov. George Wallace.
these voters would be like.
There is no reason to disbelieve the
pulls that say that neither of these
Yet sooner or later the Democratic
Hill in the Commercial Appeal. Memphis
hopefuls has overwhelming support
Party will have to choose just one
among Democrats. The "smashing" vic-
nominee to run against Richard Nixon.
To have any hope of winning, the can-
most reactionary, but from a fairly
tories both have achieved thus far
have fallen well short of majorities,
didate they finally settle on will have
wide spectrum of Democrats. So over
to draw support not merely from the 30
the sligl.tly longer run, being in the
even among sharply biased primary
electorates.
per cent of party voters who are most
center is important to a candidate's
liberal or from the 23 per cent who are
chances.
Sce PRIMARIES, Page B1
"A cautious look at the primaries suggests that
President Nixon may be in for real trouble
and that Sen. Muskie's death has been slightly
exaggerated."
The Distortions
Of the Primaries
PRIMARIES, From Page B1
tainly we have heard nothing like the
Sen. McGovern can surely claim,
harsh words that the Kennedy forces
however, to be in the process of
used against Hubert Humphrey in
consolidating his grip on the left wing
West Virginia in 1960, or that Lyndon
activist element of the Democratic
Johnson spoke against John Ktnnedy
Party. There is something remarkable
about this achievement, since Mc-
at the Los Angeles convention. So it is
Govern is in many ways more moder-
premature to say that the Democrats
ate than the bulk of his more passion-
have been doing themselves irrepara-
ate followers. It seems plausible to as-
ble damage.
sume that if the party turns to a cen-
Meanwhile, there are signs in the
trist candidate for the presidential
nomination that his showing in the
primaries themselves that a Republi-
primaries will bring Sen. McGovern's
can should treat as quite ominous. One
name prominently into vice presiden-
significant advantage Republicans
tial consideration.
have traditionally held over Democrats
The Heavy Turnout
has been in the superior capacity of
the GOP to turn out voters at the
OF the on THE MAJOR candidates,
one least affected by the early
polis. Turnout, however, so far. has
primaries is Sen. Hubert Humphrey. It
been quite high in the Democratic pri-
is clear that he enjoys substantial res.
maries, much higher than in the hotly
ervoirs of strength among black voters
contested year of 1958. If Democrats
and in organized labor, both at the
turn out in the general election to the
core of the Democratic coalition. While
extent they have turned out in the pri-
many strongly ideological voters find
maries. the President micht well be
his candidacy distasteful, other Demo-
not just defeated, but defeated deci-
crats, with only slightly longer memo.
sively.
ries, count Humphrey as one of the
The figures are clear in New Hamp-
foremost modernizers of the Demo-
shire, where in 1963 only 35 per cent of
cratic Party. Nobody doubts that he
those turning out in the primary voted
will be a force to reckon with at the na-
Democratic: in 1972 the comparable
tional convention. Still, he has not
figure was 43 per cent. In Wisconsin,
moved into anything like an unequivo-
home of the cross-over, 60 per cent of
cally leading position in the wake of
the voters voted in the 1993 Demo-
Muskie's poor showings in Florida and
cratic primary: this year the figure
Wisconsin.
was 80 per cent.
Does any of this warrant the proposi-
Primary elections are netoriously
tion that President Nixon has been
difficult to interpret. Because SO much
gaining in relation to the eventual
depends on them. they are often given
Democratic nominee? In spite of equiv-
panicky misinto rpretations. A cautious
ocal primary results. the Democrats do
look at the primises so far succests,
not seem to be tearing one another
however. that President N/A n may be
limb limb. So far the level of cis-
in :* some real trouble in t. general
course anount serious contenders for A
election. and that Son Mu-b death
the nommation his been civil. Cer-
has Door sightly examperated.
Committee for the Re-election of the President
MEMORANDUM
May 10, 1972
CONFIDENTIAL
MEMORANDUM FOR:
THE HONORABLE JOHN N. MITCHELL
THROUGH:
JEB S. MAGRUDER
FROM:
ROBERT Hr MARIK Rin
SUBJECT:
The Democratic Nomination
This memorandum is an update of the analysis of April 20, 1972,
on the projected delegate strength of the Democratic contenders
at the convention.
Since the earlier memo, Muskie and Jackson have left the campaign
trail. McGovern has done better than anticipated in Massachusetts,
Pennsylvania and Ohio, and has defeated Humphrey head-on in Nebraska.
The reading here is that McGovern's superior organization is
continuing to build momentum for him. The effect has been that
today's "most probable" projected outcome exceeds the "best case"
for McGovern three weeks ago. The earlier projection showed
McGovern with 1,132-1/2 delegates as a top figure. He now has
a chance at over 1,300 delegates (Tab A). The difference is the
three large states mentioned above, as well as good preliminary
showings in Texas, Oklahoma and Vermont.
Humphrey still has a chance to coalesce the center of the party
behind himself, but he must win in California in order to survive.
With Ted Kennedy's near-endorsement of McGovern, George looks very
strong for the June 6 primary. A first-ballot nomination is now a
distinct possibility.
CONF IDENTIAL
TAB A
Leaning or 6 itted to:
Delegate
Others or
States
Votes
Maskie
Employer
Willace
Unconditted
NEW EUGLAND
Maine
20
20
---
--
---
--
*
Vermont
12
4
--
8
--
--
Not. Humpshire
18
13-1/2
-
4-1/2
--
--
Massachuseuts
102
--
--
102
--
--
*
Rhode Island
22
--
----
22
--
--
*
Comecticut
51
--
18
33
--
--
TOTAL
225
37-1/2
18
169-1/2
0
0
MIDDLE ATLANTIC
New York
278
--
25
200
--
53
*
New Jersey
109
---
30
79
--
--
Pennsylvania
182
28
82
58
2
12
Delaware
13
--
7
6
--
--
Maryland
53
--
20
--
33
--
West Virginia
35
--
20
4
11
--
TOTAL
670
28
184
347
46
65
SOUTH
*
Virginia
53
15
15
---
--
23
North Carolina
64
--
--
---
37
27
South Carolina
32
--
--
--
32
Georgia
53
--
--
4
--
49
Florida
81
--
6
-
75
--
Alabama
37
--
-
--
34
3
Mississippi
25
--
--
--
--
25
Louisiana
44
--
24
6
12
2
Arkansas
27
--
--
--
--
27
Tennessee
49
---
----
--
49
--
Texas
130
--
60
25
40
5
TOTAL
595
0
105
50
247
193
PLAINS
North Dakota
14
--
3
11
--
-
South Dakota
17
--
--
17
---
--
Nebraska
24
--
10
14
--
--
Kansas
35
--
15
20
--
--
*
Oklahoma
39
---
15
15
9
--
TOTAL
129
0
43
77
9
0
MIDWEST
* Kentucky
47
-
25
15
2
5
Ohio
153
-
74
66
13
Indiana
76
--
55
--
21
--
Illinois
170
59
13
--
98
Michigan
132
--
44
44
44
--
Wisconsin
67
--
13
54
--
--
Minnesota
64
--
33
18
--
13
Iowa
46
14
--
12
--
20
*
Missouri
73
--
20
32
--
21
TOTAL:
828
73
264
254
67
170
UNITED
*
Nontana
17
--
5
12
--
--
*
Eyeming
11
---
4
7
--
---
*
Colorado
36
--
10
26
--
---
*
New Mexico
18
--
10
8
--
--
Arizona
25
9
1
6.
--
9
*
Nevada
11
--
3
6
:
2
*
Utch
19
--
5
14
--
--
Idaho
17
3
1
7
--
6
TOTAL
154
12
39
86
0
17
PACIFIC
California
271
---
--
271
--
--
Oregon
34
-
--
34
--
--
Washington
52
--
--
10
--
42
Alaska
10
--
--
4
--
6
havaii
17
-
---
1
|
16
TOTAL:
384
0
0
320
0
64
OTHER
District of Columbia
15
--
---
--
--
15
* Puirto Vico
7
---
-
-7
--
Virgin I-lands
3
--
---
---
3
Canal Zone
3
--
-
--
--
3
Cuam
3
--
---
--
--
3
TOTAL
31
0
0
7
0
24
GRAND TOTAL
3016
150-1/2
653
1310-1/2
369
533
COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
1701 PENNSYLVANIA AVENUE N.W
WASHINGTON D. c. 20006
April 12, 1972
(202) 333.0920
CONFIDENTIAL
MEMORANDUM FOR:
THE HONORABLE JOHN N. MITCHELL
FROM:
JEB S. MAGRUDER
Attached for your information is an analysis of the possible
impact of Kennedy's candidacy. It was prepared by Rick Fore,
Assistant to Bob Marik, and presents an interesting perspec-
tive on Kennedy's ability to unite constituencies in ways
which are not possible for other Democratic contenders.
Attachment
CONFIDENTIAL
Committee for the Re-election of the President
MEMORANDUM
April 4, 1972
CONFIDENTIAL
MEMORANDUM FOR:
ROBERT H. MARIK
FROM:
RICHARD L. FORE
SUBJECT:
Senator Kennedy
Although Senator Kennedy has consistently stated that he would not
be a candidate for President in 1972, his name still surfaces in
discussions of Democratic contenders. Therefore, it appears necessary
to take an objective look at Kennedy as a potential opponent running
against the President.
Most polling information shows that Kennedy runs almost as well as
Muskie does against Nixon. This was even true several months ago
when Muskie was at his high point. During that same time period,
Kennedy ran ahead of Humphrey when pitted against Nixon. It appears
that Kennedy's constant denial of Presidential aspirations in 1972
has lowered his percentage in the polls recently. However, he still
rates among the most formidable Democratic contenders.
The President presently leads all his possible Democratic opponents.
However, his track record in other elections diminishes the importance
of his lead at this point. At this stage in 1960, Nixon was ahead of
John Kennedy by 10 points. In 1962, Nixon led Pat Brown by 21 points
in the California Governor's race. Against Hubert Humphrey in 1968,
President Nixon ran ahead by 14 points, but barely won with a 500,000
vole plurality.
It then appears in a Nixon-Kennedy race that you would have on one
side an Incumbent President who has had a serious erosion problem
in political campaigns. He presently does not have an overwhelming
lead against any Democratic opponent. On the other side, you would
have Ted Kennedy who runs almost as well as any potential Democratic
candidate against the President.
Potential Strong Points of a Kennedy Candidacy
Although Kennedy starts nearly even with other Democratic contenders
in the polls, there are additional variables that would make him a
more formidable opponent. A critical view of each of these elements
follows:
CONFIDENTIAL
- 2 -
Youth Support - There are potentially 25 million 18 to 24 year olds
eligible to vote in 1972. If 40% vote, 10 million young people will
go to the polls. Senator Kennedy leads the President by a large margin
with the voters in this age bracket. In trial heats with other Demo-
crats against the President, Kennedy leads other contenders by 10%
or more. This alone represents a vote shift of 2,000,000 from Nixon
to Kennedy. Furthermore, Kennedy would probably increase this turn-
out with this constituency.
Black Support - Kennedy has a great deal of support with minority
groups. In particular, the 7,000,000 Blacks who will probably vote
in 1972 are a natural Kennedy constituency. Kennedy leads other
Democrats by 5% or more in trial heats with the President. This
represents a vote shift of 700,000 from Nixon to Kennedy.
Democratic Party Support - While Senator Kennedy travels around the
country, he keeps in contact with Democratic Party leaders. He has the
support of the old guard in the Party such as John Bailey of Connecticut
and Mayor Daley of Chicago. If he were to emerge as the nominee at the
Convention, he would not have lost any blood in the primaries. He then
could effectively unite the party and charge into the campaign against
Nixon. He would be the reluctant hero answering the call of the Party.
Kennedy Mystique The majority of the Democrats pitted against Nixon
would provide a passionless and a generally uninteresting campaign.
This would not be the case if Kennedy won. When Ted Kennedy would ask
Americans to help him finish what his brother began, the voting popu-
lation would once again become a victim of that "old Jack magic."
A Kennedy candidacy would convey nostalgia and emotionalism. As one
reporter summarized, "Kennedy would send shivers of joy, dread, anger
and ecstacy throughout America like nothing since Robert Kennedy."
Ted Kennedy already has the "halo effect" produced by his brothers.
When polled, the American public views Kennedy as follows:
1. Sensitive to problems
2. Responsive
3. Clear grasp of the issues
4. Member of a family that cares
CONFIDENTIAL
-3-
Media Campaign - Kennedy is already known by 90% of the American public.
He is by far the most attractive candidate and would mount the most
effective media campaign. Skillful communications' experts could pro-
duce advertisements with his brothers speaking, with Ethel and Rose
Kennedy working for Ted, and with many other images of the New Frontier.
We would be fighting a myth.
Fourth Party Candidacy - Eugene McCarthy has threatened to run as a
fourth party candidate. His candidacy would lower the Democratic totals
and generally benefit Republicans. The effect of his candidacy would be
substantially dulled if Kennedy runs. Both candidates share the same
constituency. Nixon would probably not have the luxury of a divisive
fourth party candidate if Kennedy were to run.
Potential Weak Points of a Kennedy Candidacy
Just as there are positive elements in a Kennedy candidacy, there are
also negative elements. Criticism of Kennedy follows:
Chappaquiddick - Kennedy's most vulnerable point at the present is the
drowning of Mary Jo Kopeckne while in his car at Chappaquiddick. This
undoubtedly hurt Senator Kennedy with the American public at that time.
It is still one of the first responses mentioned when people are
questioned about Kennedy. However, it may not have hurt him as much
as we would like to think. He still rates very high in truthfulness
and integrity. Kennedy is the third most admired man (Nixon and
Billy Graham are 1 and 2) in America today. Furthermore, it would
be very difficult to take advantage of this event. It has already
received maximum coverage. If Republicans continuously harp on
Chappaquiddick, Kennedy could conceivably reverse the situation and
receive a great deal of sympathy.
Kennedy Intelligence - Kennedy has often been called an intellectual light-
weight. This was much more evident in the past than it is now. He has
assembled the best staff on Capitol Hill, who now keep him thoroughly
briefed. Kennedy also has gained a certain degree of intellectual
maturity. He recently has been coming down on the right side of issues.
In committee hearings he has previously been reluctant to question
vigorously. In the ITT hearings, he has been thoroughly briefed and has
CONFIDENTIAL
- 4 -
been in the spotlight. Likewise, when Elliot Richardson, who is
excellent in Committee hearings, recently appeared before the Senate
Labor and Public Welfare Subcommittee on Aging, Kennedy did an out-
standing job in quizzing Richardson. If Kennedy is not overly
intelligent, his staff more than compensates for it.
In a Presidential Campaign, Kennedy has many of his brothers' top-
notch advisors that he could call on. Mankiewicz, Salinger, Goodwin
and Walinsky have temporarily joined the McGovern campaign. He could
have a group of aides who already have been in the field this year.
Elderly - The elderly vote proves to be the Democrats' weakest point.
Kennedy runs as well as any Democrat. However, Nixon has a very large
margin with the elderly vote at the present. Kennedy is aware of the
weakness and has really begun to work on the problem during the last
session of Congress. Kennedy sits on the Labor and Public Welfare
Subcommittee on Aging and the Sclect Committee on Nutrition and Human
Needs. Most important, Kennedy is Chairman of the Health Subcommittee
that has been touring the country holding "consumer" hearings on the
"health care crisis" in our country. These hearings have received very
positive media coverage. Much of his work on Health Care has emphasized
the needs of the elderly. The President has just signed Kennedy's
Nutrition Bill for the Elderly (Senate Bill 1163). This Bill provides
program-funds to the states, that would give those over 60 one hot meal
per day, five days per week.
Although hearings are not yet well underway on the National Insurance
Bill in the Senate Finance Committee, Kennedy's Senate Bill 3 has
already enjoyed a widespread reception with the elderly. The Admini-
stration has also introduced its own health bill. It, however, has not
been as well received because it provides less coverage.
Kennedy is effectively wooing the elderly vote by concentrating on
Health Care. The huge expense of a Health Care program such as that
proposed by Kennedy does not concern Senior Citizens. Elderly
Americans are vitally interested in Health Care in their twilight
years regardless of the cost to the Federal Government.
CONFIDENTIAL
-5-
Strategy
If it is agreed Kennedy is the strongest Democrat that could run
against the President, a strategy should be divised to prevent his
entry into the race. If a single candidate emerges as the front-
runner before the convention, this strategy will probably not be
necessary. The ideal situation would be a weakened Humphrey or
Muskie limping into the convention and receiving the nomination.
We, however, cannot take the chance of waiting for the convention.
Kennedy must be eliminated now. We must lock him into his position
as a non-candidate. Any adverse press that could be mobilized should
be used to make him uncomfortable. Any information leaked now
would be more believable while he is not a candidate. We should
work in every way possible to see that Kennedy does not receive a
mandate in the Oregon Primary where his name is on the ballot.
IDENTIAL
COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
1701 PENNSYLVANIA AVENUE. NW
WASHINGTON D C 20006
April 28, 1972
(202) 333.0920
CONFIDENTIAL
MEMORANDUM FOR:
THE HONORABLE JOHN N. MITCHELL
THROUGH:
JEB S. MAGRUDER
FROM:
ARTHUR J. FINKELSTEIN
SUBJECT:
Conservative Party in New York
If one looks beyond the Buckley vote total of 1970, the Conservative
Party did not, in fact, do well. Their gubernatorial candidate, Paul
Adams, received 17% less vote in 1970 than he did in 1966. Since
Buckley received over two million votes on the Conservative Party
line, one could surmise that a large portion of Adams 1 422,514 votes
were Buckley "coat-tail" votes.
Mathematically, the 1970 Conservative Party base vote (determined by
adding the lowest vote total received on the Conservative Party line
by county of any statewide candidate) is 341,059. This is only
20,000 more votes than it was in 1966 when Adams was the top of the
ticket.
Rockefeller's ability to rearrange his image so that he was perceived
as a right-of-center candidate was largely responsible for this
shift. If Nixon were to run without Conservative Party support, he
would, of course, be perceived even further to the right than Rockefeller
(without having the built in anti-Rockefeller vote inherent among many
Conservatives). If the Conservative Party line were left void, Nixon's
vote would suffer slightly from New York City conservative Democrats
who would feel uneasy about voting for a Republican. However, this
would amount to no more than 100,000 votes and probably less than
50,000 votes.
If the Conservative Party fielded a Presidential candidate without a
highly visible name, the shift in votes other than those mentioned
above would probably be from Upstate and suburban (particularly Nassau
and Suffolk County) Republicans. In this case, the Conservative
CONF IDENTIAL
- 2 -
Party could be expected to draw 250,000 to 300,000 votes which, if
the Conservative line were not listed, would probably break about
2 - 1 for Nixon, or a Nixon plurality-cost of no more than 100,000
votes.
Finally, if Nixon were the candidate of the Conservative Party, he
would attract that additional "no more than 100,000 vote" plurality
but would feel some slight defection from liberal Republicans from
suburban New York City (Nassau, Suffolk and Westchester ), leaving
Nixon a plus of about 75,000 votes.
Since Nixon lost New York State by 370,000 votes in 1968, the 50,000
to 100,000 vote difference the Conservative Party would make is
critical only if other major inroads are made.
Summing up, if:
1. the Conservative Party line is left blank, it would cost Nixon
very little, say less than 50,000 votes.
2. the Conservative Party fields an unknown (Paul Adams type), then
Nixon will be hurt by almost 100,000 votes.
3. Nixon is the Conservative Party nominee, his vote total will be
improved by somewhat less than 100,000 votes.
4. Bill Buckley runs as Conservative Party nominee for President,
it could hurt in a plurality sense by as much as 200,000 votes.
For the most probable cases, the cost to Nixon is about 1%.
CONFIDENTIAL