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From Strachan to Haldeman and Klein RE Media Consultants. 4 pgs. [Subject: Campaign] [Memo], 11/20/1970
From Strachan to Haldeman and Klein RE Republican Media Consultants. 7 pgs. [Subject: Campaign] [Memo], 11/13/1970
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This file contains:
From Strachan to Haldeman and Klein RE Media Consultants. 4 pgs. [Subject: Campaign] [Memo], 11/20/1970
From Strachan to Haldeman and Klein RE Republican Media Consultants. 7 pgs. [Subject: Campaign] [Memo], 11/13/1970
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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
54
2
11/20/1970
Campaign
Memo
From Strachan to Haldeman and Klein RE
Media Consultants. 4 pgs.
54
2
11/13/1970
Campaign
Memo
From Strachan to Haldeman and Klein RE
Republican Media Consultants. 7 pgs.
Friday, January 23, 2015
Page 1 of 1
DOCUMENT WITHDRAWAL RECORD [NIXON PROJECT]
DOCUMENT
DOCUMENT
NUMBER
TYPE
SUBJECT/TITLE OR CORRESPONDENTS
DATE
RESTRICTION
N-1
memo
Klein to Haldeman re: revised
12/4/70
(nison)
[67]
plan
with attachment Hame Plan,
dated 12/4/70 (2pp)
N-2
memo
/Llein to Holdemon re: preliminary
12/3/70
[68]
plan
c(nistn)
with attachment: Tentative
same Plan, dated 12/3/70
(3pp)
N-3
memo
Strachan to Waldemon +
11/20/70
((nixon)
[69]
Klein re. media Consultants
N=4
memo
[69]
Copy of N-3
11/20/70
c(nixon)
N-5
memo
[69]
Copy of N-3
11/20/70
(niyon)
N-6
memo
Strachan to Holdemor & klein
[70]
re: media consultants
11/13/70
c(niforn)
N-7
Report
Tentative Plan: Congressional
[71]
spending - stigh cost congress
7/23/70
c(nixon)
[attachment of memory Strachan ,Safire
to Haldemon + Klein, 11/11/70]
FILE GROUP TITLE
BOX NUMBER
WHSR
GORDON STRACHAN
8
FOLDER TITLE
Memorandums Sant 1970 [10] 3 folders]
RESTRICTION CODES
A. Release would violate a Federal statute or Agency Policy.
E. Release would disclose trade secrets or confidential commercial or
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G. Withdrawn and return private and personal material.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H. Withdrawn and returned non-historical material.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: Gordon C. Strachan
Box Number:
8
Folder:
Memorandums Sent - 1970 [1 of 3 folders]
Document
Disposition
67
Retain
Open
68
Retain
Open
69
Return
Private/Political
70
Return
Private/Political
71
Retain Open
November 20, 1970
MEMORANDUM FOR:
H. R. HALDEMAN
HERB KLEIN
FROM:
GORDON SERACHAN
SUBJECT:
MEDIA CONSULTANTS
You asked me for some additional information on the media con-
sultants mentioned in my memorandum of November 13th: Norman
Wilkens, Rick Potter, Jim Bendek, and Jim Brady. Two other
consultants, Pat Magel of Agora Group and Ray Wilner of the
Robert Goodman Agency should be considered.
Norman Wilkens
McQuade, Wilkons and Bloomhurst, Indianapolis, age 30.
The firm's political work is primarily for the city of
Indianapolis on special PR projects. Norman Wilkens did
all of the TV work for the Republican's statewide campaign
in 1968 and some TV work for Roudebush in 1970. The firm's
political clients have been exclusively Republican since
Mayor Lugar's election. Keith Bulen supplied much of the
impetus and direction for the firm. Bulen has "great respect"
for Wilkens' ability and thinks he is "damn good." Bulen
noted, however, that Norm Wilkens is the strong business
member and is not as creative as some of the other members
of the firm. Robert Beckman, Mayor Lugar's press secretary,
"think (s) very highly" of Norman Wilkens.
Wilkons purchases the time for his TV spots and so is compensated
by the 15% commission. However, the firm's commercial business
is expanding rapidly, so figures as to his personal income range
are merely estimates.
Bulen will send samples of Wilkens' work.
-2-
Rick Potter
Teletape, Inc., New York, age 25.
In addition to working with Treleaven and Rietz on the Brock
spots, Potter worked with Ailes on the President's 1968 spots.
Most recently he worked with Al Scott on the five-minute
President Mixon Sunday half-time spots. Al Scott reports
that Potter is "good. young-type fellow..." (Scott is)
"enthusiastic about him.' Whenever A1 Scott does Work at
Teletape, he specifically requests that Rick Potter work
with him. Poteer is similar to Scott in that he does
primarily production as distinguished from creative TV work.
However, Potter worked in San Diego for KFMB-TV, where he
was Producer and Director of Newscasts. In San Diego, he
also did creative and production TV work for the Mayor and
City Council officials there.
Potter is a Republican and salaried in the low $20,000 range.
I have a videotape sample of Rick's work from the 1970
campaign and have requested additional samples.
Jim Bezdek
Creative Services, Inc., Denver, Colorado, age 31.
Mike McKevitt, newly elected Republican Congressman from
Colorado's lat, considers Bezdek "very capable." Bezdek
did all of thmproduction work for McKevitt's campaign. He
charged a set fee, which slightly exceeded the 15% commission
cost of all the media placement. Besdek did all of the media
work - not just radiomandTTV, but newspaper, buttons, bumper
stickers, etc. When asked if Bendek's PR firm would scontinue
to do political work, McKevitt said, "he will do my re-election
campaign."
McKevitt did not disclose Bezdek's salary range.
Bendek has mailed samples of his work to me.
-3-
Jim Brady
Campaign Group, Inc., Chicago, age 30.
Brady did ten Jay Wilkinson TV spots for $20,000 in the 1970
campaign. Brady also did Senator Smith's TV spots during
the 1970 campaign and it is the view of Jerry Marsh, Henry
Cashen's brother-in-law, in Governor Ogilvie's office, that
it was "good within the purview of the objective." Governor
Ogilvie's staff feels that Brady "executed his assignment
(hard line, Smith ads) very well."
Brady has mailed samples of his work to me.
Agora Group
Cliff White formed the Agora Group in New York to do the
media work for Buckley. of the Group, White feels Pat
Magel, 80, is "the best." White says that he retained
complete control over the creative input but that Nagel's
production and creative suggestions were excellent.
White did not indicate what he paid the Agora Group for
their services.
I will ask White this afternoon for samples of Nagel's work.
Ray Wilner
Taft's campaign manager, John Kelley, used the Robert Goodman
Agency. Kelly was "very impressed" with Ray Wilner, 38, from
the Goodman Agency.
Goodman received 12½ of the 15% commission for all media
placement as full compensation. Kelley did not know what
share Wilner received. the agency commission
Goodman is based in Baltimore, Maryland, so we have ready access
to samples of their work.
+
Should the group to review the work of each of the consultants
include:
Chotiner
Dent
Safire
Buchanan
Chapin
Finch
Al Snyder
Wednesday, November 25th, could be a good day to review the
material because I have some of it now and have received
assurances of the other samples earlier this week.
THE WHITE HOUSE
WASHINGTON
November 13, 1970
MEMORANDUM FOR:
MR. HALDEMAN
MR. KLEIN
FROM:
GORDON STRACHAN
SUBJECT:
MEDIA CONSULTANTS
You requested an analysis of the media consultants who
participated in the 1970 campaign.
Attached at Tab A is a chart of the consulting firms,
campaigns, and won/loss records. This chart shows only
those firms which work exclusively for Republicans.
At Tab B is a chart with the same information for those
firms who worked for Democrats or for Republicans and
Democrats.
Information as to the fees charged by media consultants is
difficult to obtain. Published figures indicate that $100
to $500 per day is the range. However, the real cost to
the candidate depends on whether the media consultant is
compensated by taking a cut of the commissions resulting
from the purchase of TV or radio time. Frequently, the
standard 15% commission is split so that the media consultant's
fees are covered by the commissions. A very substantial
cost item, though, is technical production expense. The
equipment with competent operators is usually charged on
a per hour basis, and frequently accounts for one-third to
one-half of the total cost of the radio and TV spots. In
Indiana, for example, the technical equipment expense and the
creative input by Roger Ailes in Indiana cost Roudebush
$100,000 (Ailes received $65,000 and offered to do the
creative work for the entire Congressional delegation for
an additional $35,000).
-2-
The Democrats are generally considered to have had better
media work during the 1970 campaign. Charles Guggenheim
is the dominant figure. Most of the successful Democratic
firms are spin-offs from Guggenheim.
There were some Republican bright spots, however. Mr. Dent
feels that the only TV spots which stand out as excellent
were those that Treleaven prepared for Cramer in Florida.
He also feels that the spots prepared by Guggenheim for
Gore were better than Treleaven's for Brock. In Texas,
Mr. Dent has heard criticism of the "too slick" character
of Bush's spots which also were prepared by Treleaven.
Mr. Chotiner referred me to Wayne Milsap from Danforth's
campaign as one of the better media campaigns in his states.
The spots for Danforth were prepared by Medion, Inc. of San
Francisco. Dick Heffron and Albert Decker are the principals
of Medion and very highly regarded by Danforth's campaign
staff. Milsap would not disclose the cost. Medion's draw-
back is that it is a spin-off from Guggenheim. However,
Jack Danforth was personally assured by Guggenheim, as an
old family friend, that Medion was absolutely professional
and confidential.
In Indiana, Norm Wilkens, of McQuade, Wilkens and Bloomhorst
is considered very good. He is about 30, did most of the
lower level Republican party TV work, and prepared the TV
spots for Mayor Lugar's campaign two years ago. He purchases
the time for his TV spots and so is compensated by the 15%
commission.
In New York, Rick Potter has worked most recently with Al Scott
on the 5-minute President Nixon Sunday half-time spots. He
also worked with Treleaven on the Brock spots and with Ailes
and Treleaven for the President's 1968 spots. He is a Republican
in his late 20's from San Diego and is considered competent by
Jeb Magruder. Rick is salaried in the low 20,000 dollar range.
The Republican Congressional Campaign Committee found the
media work particularly good in three House races. Mike
McKevitt, the winner in Colorado's 1st, used Creative Services
of Denver. James Bzdek is the young man in charge and is
considered capable and comparatively inexpensive.
-3-
John Parks, the winner in California's 5th, used Snazelle
Production Industries from Hollywood. Gregg Snazelle runs
the company and charged approximately $150 per day.
Although Jay Wilkinson lost in Oklahoma, his TV spots are
considered the best of all the Republican Congressional
candidates. The spots were prepared by Campaign Group, Inc.
of Chicago. James Brady, 30, actually did the work and
charged $20,000 for ten TV spots. $10,000 went for the
technical production cost and $10,000 for the creative
work including placement.
The Republican National Committee's evaluation of media
consultants being prepared by Bill Lowe and Buck Limehouse
is not yet completed.
Republican Media Consultants
Consultant - age
Campaigns
Result
1
REA Productions, Inc.
Sargent
Gov.
Mass.
Won
(New York)
Lukens
Gov.
Ohio
Lost (Primary)
Roger E. Ailes - 29
Meskill
Gov.
Conn.
Won
Robert Ailes - 31
Olson
Gov.
Wisc.
Lost
Peter Finley - 28
Roudebush
Sen.
Indiana
2W 2L lUnd.
Robert Goodman Agency
Taft
Sen.
Ohio
Won
(Baltimore, Maryland)
Eckerd
Gov.
Fla.
Lost (Primary)
Robert Goodman - 41
Eggers
Gov.
Texas
Lost
Ronald Wilner - 38
Jenkins
Gov.
Tenn.
Lost (Primary)
Ralph Elsms - 50
Prouty
Sen.
Vt.
Won
2W 3L
2
Campaign Systems
Cloud
Gov.
Ohio
Lost
(Washington, D. C.)
Gross
Sen.
N. J.
Lost
John Deardourff - 36
Millikeh
Gov.
Mich.
Won
Douglas Bailey - 36
Broderick
Gov.
Pa.
Lost
John E. Bowen - 38
DuPont
House
Del.
Won
Danforth
Sen.
Missouri
Lost
2W 4L
3
Earle Palmer Brown & Assoc.
Hogan
House
Md.
Won
Earle Palmer Brown -
Gude
House
Md.
Won
about 45
Beall
Sen.
Md.
Won
3W
Spencer-Roberts & Associates
Reagan
Gov.
Calif.
Won
(California)
Bentley
Gov.
Ga.
Lost (Primary)
Stuart Spencer - 43
Harman
Gov.
Kansas
Lost (Primary)
William Roberts - 45
Porteus
Gov.
Hawaii
Lost (Primary)
Dick Woodward - 30
Murphy
Sen.
Calif.
Lost
Dave Liggett - 28
1W 4L
Robert-Lynn Associates, Ltd.
Weicker
Sen.
Conn.
Won
(Washington, D. C.)
IW
Robert F. Bonitati - 31
I Lynn Mueller - 30
Gordon Knox - 29
Cary W. Sully - 26
Consultant - age
Campaigns
Result
Treleaven Associates
Brock
Sen.
Tenn
Won
(New York)
Bush
Sen.
Texas
Lost
Harry Treleaven - 42
Cramer
Sen.
Fla.
Lost
Ken Rietz - 29
Rentschler
Sen.
Illinois
Lost (Primary)
Kleppe
Sen.
N. D.
Lost
Romney
Sen.
Mich.
Lost
Domenici
Gov.
N.M.
Lost
1W 6L
Stephen Shaddegg Associates
Williams
Gov.
Arizona
Won
(Phoenix, Arizona)
Fannin
Sen.
Arizona
Won
Stephen Shaddegg -
Carter
Sen.
N.M.
Lost
2W IL,
Jack Tinker & Partners
Rockefeller
Gov.
New York
Won
(New York)
1W
3
Civic Services, Inc.
Wold
Sen.
Wyoming
Lost
(St. Louis, Missouri)
Burton
Sen.
Utah
Lost
Brad Hayes -
Beall
Sen.
Md.
Won
Ed Grefe -
1W 2L
Roy Pfautch -
Walsh Advertising
Roth
Sen.
Delaware
Won
(Wilmington, Delaware)
Jones & Thomas Inc.
Smith
Sen.
Illinois
Lost
(Chicago, Illinois)
Goodell
Sen.
N. Y.
Lost
F. Thomas Bertsche
2L
1. Released by Jim Allison, Deputy Chairman of the Republican National
Committee in February, 1970 following statement made by Roger Ailes
that REA would offer its services to Democrat as well as Republican
candidates.
2. Name has been changed to Bailey, Deardourf and Bowen, Inc.
3. Earl Palmer Brown responsible for media in Beall campaign.
Civic Services, Inc. responsible for management, polling and advertising.
Democrat Media Consultants
Consultant - age
Campaigns
Result
Communications Co.
*Burns
Gov.
Hawaii
Win
(Washington, D. C.)
*Mandel
Gov.
Md.
Win
Robert Squier - 35
*Carr
Gov.
Alaska
Win
Mike Pengra - 31
Grossman
Sen.
Arizona
Loss
*Muskie
Sen.
Maine
Win
4W 1L
Saturn Pictures Corp.
Goldberg
Gov.
N. Y.
Loss
(New York, New York)
IL
William Wilson - 40
Tom Sternberg - 32
Alec MacKenzie - 37
Astrafilms, Inc.
McGee
Sen.
Wyoming
Win
(Washington, D. C.)
Burkick
Sen.
N.D.
Win
Leonard Grossman - 50
Cannon
Sen.
Nevada
Win
3W
Garth Associates
*Gilligan
Gov.
Ohio
Win
(New York, New York)
Ottinger
Sen.
N.Y.
Loss
David Garth - 40
Stevensen
Sen.
Ill.
Win
Jeff Greenfield
Tunney
Sen.
Calif.
Win
3W 1L
Lester M. Goldsmith Productions
Unruh
Gov.
Calif.
Loss
(Los Angeles, California)
1L
Lester M. Goldsmith - 36
SA Films, Inc.
*Muskie
Sen.
Maine
Win
(Hillsdale, New Jersey)
1W
Sidney Aronson - 35
Hal Pulchin Productions
*Mandel
Gov.
Md.
Win
(New York, New York)
1W
Tony Schwartz
Consultant - age
Campaigns
Result
Guggenheim Productions, Inc.
Hart
Sen.
Mich.
Win
(Washington, D. C.)
Moss
Sen.
Utah
Win
Charles Guggenheim
*Gilligian
Gov.
Ohio
Win
Kennedy
Sen.
Mass.
Win
Metzenbaum
Sen.
Ohio
Loss
Gore
Sen.
Tenn.
Loss
4W 2L
Joseph Napolitan Associates, Inc. *Mandel
Gov.
Md.
Win
(Washington, D. C.)
*Carr
Gov.
Alaska
Win
Joseph Mapolitan - 41
*Burns
Gov.
Hawaii
Win
Michael Rowan - 28
3W
Rives-Dykes Agency
Bentsen
Sen.
Texas
Win
(Houston, Texas)
1W
Take One, Inc.
Chiles
Sen.
Florida
Win
(Miami, Florida)
1W
Shelby Storch & Co., Inc.
Symington
Sen.
Missouri
Win
(St. Louis, Missouri)
1W
*
More than one firm is listed as being responsible for media work