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From Leonard to Mountain RE: "RNC -- Post Election Structuring" 6 pgs. [Subject: Campaign] [Letter], 9/22/1972
From Leonard to Mountain RE: "RNC -- Post Election Structuring" 6 pgs. [Subject: Campaign] [Letter], 9/22/1972
From Leonard to Mountain RE: "RNC -- Post Election Structuring" 6pg [Subject: Campaign] [Letter], 9/22/1972
From Kehrli to Colson RE: Information for Bush 1 pg. [Subject: Campaign] [Memo], 1/11/1973
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This file contains:
From Leonard to Mountain RE: "RNC -- Post Election Structuring" 6 pgs. [Subject: Campaign] [Letter], 9/22/1972
From Leonard to Mountain RE: "RNC -- Post Election Structuring" 6 pgs. [Subject: Campaign] [Letter], 9/22/1972
From Leonard to Mountain RE: "RNC -- Post Election Structuring" 6pg [Subject: Campaign] [Letter], 9/22/1972
From Kehrli to Colson RE: Information for Bush 1 pg. [Subject: Campaign] [Memo], 1/11/1973
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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
53
57
9/22/1972
Campaign
Letter
From Leonard to Mountain RE: "RNC --
Post Election Structuring" 6pg
53
57
9/22/1972
Campaign
Letter
From Leonard to Mountain RE: "RNC --
Post Election Structuring" 6pg
53
57
9/22/1972
Campaign
Letter
From Leonard to Mountain RE: "RNC --
Post Election Structuring" 6pg
53
57
1/11/1973
Campaign
Memo
From Kehrli to Colson RE: Information for
Bush 1pg
Monday, June 25, 2012
Page 1 of 1
-
DOCUMENT WITHDRAWAL RECORD [NIXON PROJECT]
DOCUMENT
DOCUMENT
SUBJECT/TITLE OR CORRESPONDENTS
DATE
RESTRICTION
NUMBER
TYPE
N-1
Memo
Leonard to Bamy Mountain
9/22/72
C
[DUCH47]
re: " RNC -- Post Election Structuring"
N-2
Memo
[copy of N-17
9/22/72
C
(DOC#47)
N-3
Memo
[copy of N-1]
9/22/72
C
[00c #7]
N-4
Memo
Kehrli to Colson re: Anything
1/11/73
C
[DOC #48]
worth passing along to Bush I"
FILE GROUP TITLE
STAFF SECRETARY
BOX NUMBER
189
FOLDER TITLE
BUSH/RNC
RESTRICTION CODES
A. Release would violate a Federal statute or Agency Policy.
E. Release would disclose trade secrets or confidential commercial cr
B. National security classified information.
financial information.
C. Pending or approved claim that release would violate an individual's
F. Release would disclose investigatory information compiled for law
rights.
enforcement purposes.
D. Release would constitute a clearly unwarranted invasion of privacy
G. Withdrawn and return private and personal material.
or a libel of a living person.
H. Withdrawn and returned non-historical material.
NATIONAL ARCHIVES AND RECORDS ADMINISTRATION
NA FORM 1421 (4-85)
Presidential Materials Review Board
Review on Contested Documents
Collection:
Staff Secretary
Box Number:
189
Folder:
Bush/RNC
Document
Disposition
47
Return Private/Political
48
Return Private/Political
[Item N-1]
52 Riverside Drive
1112 16th Street, Northwest
New York, New York 10024
Washington, D.C. 20036
Frank M. Leonard
September 22, 1972
FOR:
BARRY MOUNTAIN
RE:
RNC -- POST ELECTION STRUCTURING
Per your request, here are some thoughts.
The RNC's Function
One of the problems (and causes of the current low
morale) is that the RNC has been groping for its
place ever since the 1968 Nomination.
of the big and little egoists who have been in
and out of there over the past four years refused to
face up to the fact that the White House is running
the show whether they like it or not.
The "shadow of the White House" reality holds no
matter which party has the key to 1600. It's been
going on for a century.
The only time a national chairman has power is
when his party is out of it. Witness Ray Bliss
and Larry O'Brien.
It is important to keep this in mind in the restructuring
process.
Communications Service Arm
At this place in time, the RNC has no business trying
to match, duplicate (or compete with) any function
that is being performed at the White House. It's like
pitting a mouse against a lion.
To that end, its political divisions, its voter bloc
representatives and other "busy work" departments are
redundant. They have been redundant since the President
was nominated.
As we have seen, the hero of this campaign has been
the RNC's political research operation. It does a needed
and outstanding job in an area where neither the White
House nor the Campaign Committee can, or cares to, compete.
(more)
2.
And that's the story in a nutshell.
The RNC will be a happy, humming cog in the big wheel
if it confines itself to doing only those things which
the White House and the party leadership really need.
Aside from the important administrative job of running
the place and running its party's functions and conventions,
the primary thrust of its overall activity is communications --
communications that support Administration action; build
party strength; keep the membership informed.
What is needed, is not constituent representatives
but seasoned communicators -- from the Chairman's
office down.
Services
There are many areas of communications that are left
out of anybody's planning. These should be taken on
by the RNC. For example:
1. The RNC should seriously think about
taking on -- in house -- the audio-visual
set up at the Campaign Committee, under
Scott Peters' very professional supervision.
It is worth its weight in political gold. And,
because it is so obviously political, it cannot
be operated out of the White House.
2. There is now no apparatus for reaching
the nation's powerful weekly papers and
their readers whose total is in the multiple
millions. At one time, the RNC did have a
weekly press operation (a very good one)
but somebody scrapped it in the poorer days
because it is fairly expensive to run.
NOTE: Many people think of "weeklies" as
rural papers -- and a lot of them are rural.
But in Metropolitan New York alone, there
are about 300 of them. These are neighborhood
papers and their readers are loyal.
(more)
3.
3. RNC PICTURE DESK. One of the RNC's
Communications hang-ups is that
it is almosť entirely word-oriented.
While most politicians like to see
their words in print, all people like
to see pictures.
The White House is also word-oriented
in its communications, yet it has one
of the finest photo crews in history.
In spite of the obvious need, which
Van Shumway pushed all the time he worked
for Klein, there is not now an editorial picture
desk anywhere engaged in the exclusive job
of getting pictures out to local daily
papers.
A contingent, a constituent, an elected
official comes into the White House --
the picture is taken and it never sees
the light of day, simply because there
is nobody sending them out. Attempts
have been made to establish a photo desk
but people are too busy doing other things.
Here is where the RNC can perform a needed
service for the White House -- and for itself,
since the majority of these people are party
representatives.
There are many more areas of service but these will
serve as examples. The obvious problem is that everybody
is waiting for somebody else to get an idea.
Outside Services
My strongest recommendation in creative work is to buy
everything possible on the outside -- by the job, by
the hour. The unit cost is higher but the long-haul bill
will be cheaper. Above that, you get the highest quality
work because you can hire the exact specialist for the
job at hand -- one that you could not afford as a full-
time staffer.
Good writers abound in Washington -- most of them
working on the Hill and all of them interested in
(more)
4.
picking up some extra bread with free lance work.
NOTE: There's a top financial public relations màn⁻
in New York with a reputation for excellent writing --
speeches, annual reports, financial features, releases,
etc. He doesn't have a single writer on his staff. His secret
is that he lays assignments on New York Times and Wall
Street Journal scribes and pays them well. In the long
run he saves money on benefits, office space, office
service personnel, SS bookkeeping, vacations, sick leaves,
and the rest of the catastrope. The theory applies even
moreso at the RNC where the "Open Door" is a revolving
one as regimes come and go.
My own publications are an excellent case in point. If
we were to staff up the qualified artists who do my
work, supply them with the necessary equipment (roughly
about $50,000 worth of stuff for the kind of publications
we are handling), we simply couldn't afford it.
Publications
The proliferation of crappy little pamphlets -- particularly
"newsletters" -- costs good money and gives the RNC a dog-
eared look. All of them are on squeezed-out budgets, edited
and crafted by people who know nothing about the publications
field.
Taken together, the money for all this junk mail would
allow for broader coverage of the RNC -- all its works and
people -- in a really representative party publication.
I do not think MONDAY or its fat brother FIRST MONDAY
represents anybody except people who happen to think
like Lofton. I submit, there are many who do not.
The narrow scope of these publications precludes
coverage of many things that count in building a majority
party, supporting the Administration's positive programs,
providing a voice for RNC's state leadership and pitching
up the morale of the troops.
Even though I designed the format and the original
positive thrust of these publications, I really think they
have run the course.
(more)
5.
I strongly recommend a tabloid, similar to our
NOMINATOR/ELECTOR/RE-ELECTOR. It has many advantages:
1. Page for page, it's far less costly
even counting halftone pictures.
2. The format adapts to almost any
need -- attack or praise, definitive
prose or picture spreads, poster art,
cartoons.
3. It prints faster, is made up quicker and
can handle deadline delays without problems.
(NOTE: Three hours after my RE-ELECTOR
is cleared at the Committee, we're
distributing the copies).
In my book, the RNC should get out of the calendar
"dateline" business. I have objected to-MONDAY and
FIRST MONDAY for that reason from the very beginning.
This is an opportunistic business. You go to press
when you have something to say and you time your release
date, not to an inexorable calendar but to hit your
audience when it does you the most good.
A blind dated MONDAY, that closes at. 4:00 PM Friday, makes
no allowance for an important event that may come up Friday
night, Saturday, Sunday or Monday. Aside from that, nobody
but the White House and the RNC ever see it on MONDAY.
More often, its Thursday by the time the membership sees
it. FIRST MONDAY is lucky if arrives within two weeks
of the date.
There are other publications to be considered. I really
thought PARTNERS was an excellent format for exposing
the very positive features of Administration action, with
the best possible employment of color subjects. I got
to do one issue before Lyn killed the publicition in
favor of FIRST MONDAY. I would strongly recommend its
re-issuance on, at least, a quarterly basis.
I, personally, hope to get involved in the INAUGURAL
souvenir book. I think it can be an important vehicle
for the President.
(more)
6.
Down the road is the poSitive excitement of the
bi-centennial. I think the RNC has an important
role to play in making this event -- and the
communications opportunity -- a credit to the
President.
These thoughts should serve to answer your
question about my "interest" in the RNC's future.
There is much more to be said and planned. I would
do that (hopefully under contract) at a later date.
Sincerely,
Requerd
Frank M. Leonard
52 Riverside Drive
1112 16th Street, Northwest
New York, New York 10024
Washington, D.C. 20036
Frank M. Leonard
September 22, 1972
FOR:
BARRY MOUNTAIN
RE:
RNC -- POST ELECTION STRUCTURING
Per your request, here are some thoughts.
The RNC's Function
One of the problems (and causes of the current low
morale) is that the RNC has been groping for its
place ever since the 1968 Nomination.
Mony Marry of the big and little egoists who have been in
and out of there over the past four years refused to
face up to the fact that the White House is running
the show whether they like it or not.
The "shadow of the White House" reality holds
matter which party has the key to 1600. It's been
going on for a century.
The only time a national chairman has power is
when his party is out of it. Witness Ray Bliss
and Larry O'Brien.
It is important to keep this in mind in the restructuring
process.
Communications Service Arm
At this place in time, the RNC has no business trying
to match, duplicate (or compete with) any function
that is being performed at the White House. It's like
pitting a mouse against a lion.
To that end, its political divisions, its voter bloc
representatives and other "busy work" departments are
redundant. They have been redundant since the President
was nominated.
As we have seen, the hero of this campaign has been
the RNC's political research operation. It does a needed
and outstanding job in an area where neither the White
House nor the Campaign Committee can, or cares to, compete.
(more)
2.
And that's the story in a nutshell.
The RNC will be a happy, humming cog in the big wheel
if it confines itself to doing only those things which
the White House and the party leadership really need.
Aside from the important administrative job of running
the place and running its party's functions and conventions,
the primary thrust of its overall activity is communications --
communications that support Administration action; build
party strength; keep the membership informed.
What is needed, is not constituent representatives
but seasoned communicators -- from the Chairman's
office down.
Services
There are many areas of communications that are left
out of anybody's planning. These should be taken on
by the RNC. For example:
1. The RNC should seriously think about
taking on -- in house -- the audio-visual
set up at the Campaign Committee, under
Scott Peters' very professional supervision.
It is worth its weight in political gold. And,
because it is so obviously political, it cannot
be operated out of the White House.
2. There is now no apparatus for reaching
the nation's powerful weekly papers and
their readers whose total is in the multiple
millions. At one time, the RNC did have a
weekly press operation (a very good one)
but somebody scrapped it in the poorer days
because it is fairly expensive to run.
NOTE: Many people think of "weeklies" as
rural papers -- and a lot of them are rural.
But in Metropolitan New York alone, there
are about 300 of them. These are neighborhood
papers and their readers are loyal.
(more)
3.
3. RNC PICTURE DESK. One of the RNC's
Communications hang-ups is that
it is almost entirely word-oriented.
While most politicians like to see
their words in print, all people like
to see pictures.
The White House is also word-oriented
in its communications, yet it has one
of the finest photo crews in history.
In spite of the obvious need, which
Van Shumway pushed all the time he worked
for Klein, there is not now an editorial picture
desk anywhere engaged in the exclusive job
of getting pictures out to local daily
papers.
A contingent, a constituent, an elected
official comes into the White House --
the picture is taken and it never sees
the light of day, simply because there
is nobody sending them out. Attempts
have been made to establish a photo desk
but people are too busy doing other things.
Here is where the RNC can perform a needed
service for the White House -- and for itself,
since the majority of these people are party
representatives.
There are many more areas of service but these will
serve as examples. The obvious problem is that everybody
is waiting for somebody else to get an idea.
Outside Services
My strongest recommendation in creative work is to buy
everything possible on the outside -- by the job, by
the hour. The unit cost is higher but the long-haul bill
will be cheaper. Above that, you get the highest quality
work because you can hire the exact specialist for the
job at hand -- one that you could not afford as a full-
time staffer.
Good writers abound in Washington -- most of them
working on the Hill and all of them interested in
(more)
4.
picking up some extra bread with free lance work.
NOTE: There's a top financial public relations màn-
in New York with a reputation for excellent writing --
speeches, annual reports, financial features, releases,
etc. He doesn't have a single writer on his staff. His secret
is that he lays assignments on New York Times and Wall
Street Journal scribes and pays them well. In the long
run he saves money on benefits, office space, office
service personnel, SS bookkeeping, vacations, sick leaves,
and the rest of the catastrope. The theory applies even
moreso at the RNC where the "Open Door" is a revolving
one as regimes come and go.
My own publications are an excellent case in point. If
we were to staff up the qualified artists who do my
work, supply them with the necessary equipment (roughly
about $50,000 worth of stuff for the kind of publications
we are handling), we simply couldn't afford it.
Publications
The proliferation of crappy little pamphlets -- particularly
"newsletters" -- costs good money and gives the RNC a dog-
eared look. All of them are on squeezed-out budgets, edited
and crafted by people who know nothing about the publications
field.
Taken together, the money for all this junk mail would
allow for broader coverage of the RNC -- all its works and
people -- in a really representative party publication.
I do not think MONDAY or its fat brother FIRST MONDAY
represents anybody except people who happen to think
like Lofton. I submit, there are many who do not.
The narrow scope of these publications precludes
coverage of many things that count in building a majority
party, supporting the Administration's positive programs,
providing a voice for RNC's state leadership and pitching
up the morale of the troops.
Even though I designed the format and the original
positive thrust of these publications, I really think they
have run the course.
(more)
5.
I strongly recommend a tabloid, similar to our
NOMINATOR/ELECTOR/RE-ELECTOR. It has many advantages:
1. Page for page, it's far less costly
even counting halftone pictures.
2. The format adapts to almost any
need -- attack or praise, definitive
prose or picture spreads, poster art,
cartoons.
3. It prints faster, is made up quicker and
can handle deadline delays without problems.
(NOTE: Three hours after my RE-ELECTOR
is cleared at the Committee, we're
distributing the copies).
In my book, the RNC should get out of the calendar
"dateline" business. I have objected to-MONDAY and
FIRST MONDAY for that reason from the very beginning.
This is an opportunistic business. You go to press
when you have something to say and you time your release
date, not to an inexorable calendar but to hit your
audience when it does you the most good.
A blind dated MONDAY, that closes at. 4:00 PM Friday, makes
no allowance for an important event that may come up Friday
night, Saturday, Sunday or Monday. Aside from that, nobody
but the White House and the RNC ever see it on MONDAY.
More often, its Thursday by the time the membership sees
it. FIRST MONDAY is lucky if arrives within two weeks
of the date.
There are other publications to be considered. I really
thought PARTNERS was an excellent format for exposing
the very positive features of Administration action, with
the best possible employment of color subjects. I got
to do one issue before Lyn killed the publicStion in
favor of FIRST MONDAY. I would strongly recommend its
re-issuance on, at least, a quarterly basis.
I, personally, hope to get involved in the INAUGURAL
souvenir book. I think it can be an important vehicle
for the President.
(more)
6.
Down the road is the poSitive excitement of the
bi-centennial. I think the RNC has an important
role to play in making this event -- and the
communications opportunity -- a credit to the
President.
These thoughts should serve to answer your
question about my "interest" in the RNC's future.
There is much more to be said and planned. I would
do that (hopefully under contract) at a later date.
Sincerely,
Frank M. Leonard
[Item N-3]
52 Riverside Drive
1112 16th Street, Northwest
New York, New York 10024
Washington, D.C. 20036
Frank M. Leonard
September 22, 1972
FOR:
BARRY MOUNTAIN
RE:
RNC -- POST ELECTION STRUCTURING
Per your request, here are some thoughts.
The RNC's Function
One of the problems (and causes of the current low
morale) is that the RNC has been groping for its
place ever since the 1968 Nomination.
Mary Many of the big and little egoists who have been in
and out of there over the past four years refused to
face up to the fact that the White House is running
the show whether they like it or not.
The "shadow of the White House" reality holds.no
matter which party has the key to 1600. It's been
going on for a century.
The only time a national chairman has power is
when his party is out of it. Witness Ray Bliss
and Larry O'Brien.
It is important to keep this in mind in the restructuring
process.
Communications Service Arm
At this place in time, the RNC has no business trying
to match, duplicate (or compete with) any function
that is being performed at the White House. It's like
pitting a mouse against a lion.
To that end, its political divisions, its voter bloc
representatives and other "busy work" departments are
redundant. They have been redundant since the President
was nominated.
As we have seen, the hero of this campaign has been
the RNC's political research operation. It does a needed
and outstanding job in an area where neither the White
House nor the Campaign Committee can, or cares to, compete.
(more)
2.
And that's the story in a nutshell.
The RNC will be a happy, humming cog in the big wheel
if it confines itself to doing only those things which
the White House and the party leadership really need.
Aside from the important administrative job of running
the place and running its party's functions and conventions,
the primary thrust of its overall activity is communications --
communications that support Administration action; build
party strength; keep the membership informed.
What is needed, is not constituent representatives
but seasoned communicators -- from the Chairman's
office down.
Services
There are many areas of communications that are left
out of anybody's planning. These should be taken on
by the RNC. For example:
1. The RNC should seriously think about
taking on -- in house -- the audio-visual
set up at the Campaign Committee, under
Scott Peters' very professional supervision.
It is worth its weight in political gold. And,
because it is so obviously political, it cannot
be operated out of the White House.
2. There is now no apparatus for reaching
the nation's powerful weekly papers and
their readers whose total is in the multiple
millions. At one time, the RNC did have a
weekly press operation (a very good one)
but somebody scrapped it in the poorer days
because it is fairly expensive to run.
NOTE: Many people think of "weeklies" as
rural papers -- and a lot of them are rural.
But in Metropolitan New York alone, there
are about 300 of them. These are neighborhood
papers and their readers are loyal.
(more)
3.
3. RNC PICTURE DESK. One of the RNC's
Communications hang-ups is that
it is almost entirely word-oriented.
While most politicians like to see
their words in print, all people like
to see pictures.
The White House is also word-oriented
in its communications, yet it has one
of the finest photo crews in history.
In spite of the obvious need, which
Van Shumway pushed all the time he worked
for Klein, there is not now an editorial picture
desk anywhere engaged in the exclusive job
of getting pictures out to local daily
papers.
A contingent, a constituent, an elected
official comes into the White House --
the picture is taken and it never sees
the light of day, simply because there
is nobody sending them out. Attempts
have been made to establish a photo desk
but people are too busy doing other things.
Here is where the RNC can perform a needed
service for the White House -- and for itself,
since the majority of these people are party
representatives.
There are many more areas of service but these will
serve as examples. The obvious problem is that everybody
is waiting for somebody else to get an idea.
Outside Services
My strongest recommendation in creative work is to buy
everything possible on the outside -- by the job, by
the hour. The unit cost is higher but the long-haul bill
will be cheaper. Above that, you get the highest quality
work because you can hire the exact specialist for the
job at hand -- one that you could not afford as a full-
time staffer.
Good writers abound in Washington -- most of them
working on the Hill and all of them interested in
(more)
4.
picking up some extra bread with free lance work.
NOTE: There's a top financial public relations màn-
in New York with a reputation for excellent writing --
speeches, annual reports, financial features, releases,
etc. He doesn't have a single writer on nis staff. His secret
is that he lays assignments on New York Times and Wall
Street Journal scribes and pays them well. In the long
run he saves money on benefits, office space, office
service personnel, SS bookkeeping, vacations, sick leaves,
and the rest of the catastrope. The theory applies even
moreso at the RNC where the "Open Door" is a revolving
one as regimes come and go.
My own publications are an excellent case in point. If
we were to staff up the qualified artists who do my
work, supply them with the necessary equipment (roughly
about $50,000 worth of stuff for the kind of publications
we are handling), we simply couldn't afford it.
Publications
The proliferation of crappy little pamphlets -- particularly
"newsletters" -- costs good money and gives the RNC a dog-
TRUE
eared look. All of them are on squeezed-out budgets, edited
and crafted by people who know nothing about the publications
field.
Taken together, the money for all this junk mail would
allow for broader coverage of the RNC -- all its works and
people -- in a really representative party publication.
I do not think MONDAY or its fat brother FIRST MONDAY
represents anybody except people who happen to think
like Lofton. I submit, there are many who do not.
The narrow scope of these publications precludes
coverage of many things that count in building a majority
party, supporting the Administration's positive programs,
providing a voice for RNC's state leadership and pitching
up the morale of the troops.
Even though I designed the format and the original
positive thrust of these publications, I really think they
have run the course.
(more)
5.
I strongly recommend a tabloid, similar to our
NOMINATOR/ELECTOR/RE-ELECTOR. It has many advantages:
1. Page for page, it's far less costly
even counting halftone pictures.
2. The format adapts to almost any
need -- attack or praise, definitive
prose or picture spreads, poster art,
cartoons.
3. It prints faster, is made up quicker and
can handle deadline delays without problems.
(NOTE: Three hours after my RE-ELECTOR
is cleared at the Committee, we're
distributing the copies).
In my book, the RNC should get out of the calendar
"dateline" business. I have objected to-MONDAY and
FIRST MONDAY for that reason from the very beginning.
This is an opportunistic business. You go to press
when you have something to say and you time your release
date, not to an inexorable calendar but to hit your
audience when it does you the most good.
A blind dated MONDAY, that closes at. 4:00 PM Friday, makes
no allowance for an important event that may come up Friday
night, Saturday, Sunday or Monday. Aside from that, nobody
but the White House and the RNC ever see it on MONDAY.
More often, its Thursday by the time the membership sees
it. FIRST MONDAY is lucky if arrives within two weeks
of the date.
There are other publications to be considered. I really
thought PARTNERS was an excellent format for exposing
the very positive features of Administration action, with
the best possible employment of color subjects. I got
to do one issue before Lyn killed the publicition in
favor of FIRST MONDAY. I would strongly recommend its
re-issuance on, at least, a quarterly basis.
I, personally, hope to get involved in the INAUGURAL
souvenir book. I think it can be am important vehicle
for the President.
(more)
6.
Down the road is the poSitive excitement of the
bi-centennial. I think the RNC has an important
role to play in making this event -- and the
communications opportunity -- a credit to the
President.
These thoughts should serve to answer your
question about my "interest" in the RNC's future.
There is much more to be said and planned. I would
do that (hopefully under contract) at a later date.
Sincerely,
Frank M. Leonard
[Item N-4]
THE WHITE HOUSE
WASHINGTON
Date 1/11/73
TO:
CHUCK COLSON
FROM:
BRUCE KEHRLI
FYI -- Anything worth passing
along to Bush?
Yes,- one on
2 Good founts,
mostey Mush, we homevers