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Campaign '76 Media Communications, Inc. - Reports on Reagan Advertising
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Campaign '76 Media Communications, Inc. - Reports on Reagan Advertising
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President Ford Committee Records
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The original documents are located in Box D03, folder "Campaign '76 Media
Communications, Inc. - Reports on Reagan Advertising" of the President Ford Committee
Campaign Records at the Gerald R. Ford Presidential Library.
Copyright Notice
The copyright law of the United States (Title 17, United States Code) governs the making of
photocopies or other reproductions of copyrighted material. Gerald R. Ford donated to the United
States of America his copyrights in all of his unpublished writings in National Archives collections.
Works prepared by U.S. Government employees as part of their official duties are in the public
domain. The copyrights to materials written by other individuals or organizations are presumed to
remain with them. If you think any of the information displayed in the PDF is subject to a valid
copyright claim, please contact the Gerald R. Ford Presidential Library.
Campaign76
Media Communications. Inc.
1826 L STREET. N.W., WASHINGTON, D.C. 20036 (202) 833-0950
FEBRUARY 17, 1976
TO:
BO CALLAWAY
FROM:
BRUCE WAGNER
SUBJECT:
REAGAN MEDIA SPENDING
We have estimated Ronald Reagan's media spending for New Hampshire
and Florida (attached).
A couple of observations:
1. Reagan is outspending the PFC in both states by a
2:1 dollar ratio.
2. Generally speaking, he is running his paid schedules
longer at significantly higher levels of pressure.
3. The primary difference appears in the use of television --
although Reagan is spending more than the PFC in radio,
the biggest difference is in the area of his television
weight.
Although these data are strictly estimates based on conversations
with station representatives, I think it's fair to say that the
Reagan paid media effort is just about twice the dollar value
of what we are executing on behalf of the President.
Although these estimates will not be specifically relevant to
state spending limitation questions (because they are only estimates),
these data indicate things to watch for as the formal spending
reports are filed.
Please let me know if you wish to discuss.
Attachments
CC: Pete Dailey
Bob Moot
Stu Spencer
Bob Visser
Bob Marik
Peter Kaye
George Karalekas
Dawn Sibley
FORD & LIBRARY GERALD
Clayton Wilhite
John Vinson
Ed deBolt
Fred Slight
COMPARISON OF REAGAN VS. FORD MEDIA ACTIVITY
EFFECTIVE STATE #'S
New Hampshire
Florida
Medium
FORD
REAGAN
FORD
REAGAN
Television
Dates
2/10-2/23
1/26-2/23
2/10-3/8
2/3-3/7
# Weeks
2
4
4
5
# Mkts.
3
3
5
6
Est. GRP's wk 100-200
200-350
150-200
200-350
Total Budget
$3870
$11,083
$80,000
$165,971
Radio
Dates
2/3-2/23
1/26-2/23*
2/10-3/8
2/2-3/8
# Weeks
3
4
4
5
# Mkts.
20
19
10
10
# Stations
25
25
52
53
# Spots Sta.
30-36
36
24-30
36
Total Budget
$10,432
$27,149
$83,000
$111,968
Newspapers
Time
Feb.
Jan.
Mar.
-
Size
Pg. B&W
1200 lines
Fg. B&W
-
Cost
$4467
$600
$24,000
-
Total Spending
$18,769
$38,832
$192,000
$277,939
* Mass. radio spill-in began 1/20.
REAGAN - EFFECTIVE STATE DOLLARS
New Hampshire:
TV: $11,083
Radio:
27,149
Newsp Current:
600
$38,832
if a Newsp. Drop
possible $5,000 addt'l.
Florida:
TV: $165,971
Radio:
111,968
$277,939
Campaign76
Media Communications. Inc.
1825 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-0950
FEBRUARY 17, 1976
TO:
BO CALLAWAY
FROM:
BRUCE WAGNER
SUBJECT:
REAGAN MEDIA SPENDING
We have estimated Ronald Reagan's media spending for New Hampshire
and Florida (attached).
A couple of observations:
1. Reagan is outspending the PFC in both states by a
2:1 dollar ratio.
2. Generally speaking, he is running his paid schedules
longer at significantly higher levels of pressure.
3. The primary difference appears in the use of television --
although Reagan is spending more than the PFC in radio,
the biggest difference is in the area of his television
weight.
Although these data are strictly estimates based on conversations
with station representatives, I think it's fair to say that the
Reagan paid media effort is just about twice the dollar value
of what we are executing on behalf of the President.
Although these estimates will not be specifically relevant to
state spending limitation questions (because they are only estimates),
these data indicate things to watch for as the formal spending
reports are filed.
Please let me know if you wish to discuss.
Attachments
CC: Pete Dailey
Bob Moot
Stu Spencer
Bob Visser
FORD = GERALD LIBRARY
Bob Marik
Peter Kaye
George Karalekas
Dawn Sibley
Clayton Wilhite
John Vinson
Ed deBolt
Fred Slight
COMPARISON OF REAGAN VS. FORD MEDIA ACTIVITY
EFFECTIVE STATE #'S
New Hampshire
Florida
Medium
FORD
REAGAN
FORD
REAGAN
Television
Dates
2/10-2/23
1/26-2/23
2/10-3/8
2/3-3/7
# Weeks
2
4
4
5
# Mkts.
3
3
5
6
Est. GRP's wk 100-200
200-350
150-200
200-350
Total Budget
$3870
$11,083
$80,000
$165,971
Radio
Dates
2/3-2/23
1/26-2/23*
2/10-3/8
2/2-3/8
# Weeks
3
4
4
5
# Mkts.
20
19
10
10
# Stations
25
25
52
53
if Spots Sta.
30-36
36
24-30
36
Total Budget
$10,432
$27,149
$83,000
$111,968
Newspapers
Time
Feb.
Jan.
Mar.
-
Size
Pg. B&W
1200 lines
Fg. B&W
-
Cost
$4467
$600
$24,000
-
Total Spending $18,769
$38,832
$192,000
$277,939
* Mass. radio spill-in began 1/20.
REAGAN - EFFECTIVE STATE DOLLARS
New Hampshire:
TV: $11,083
Radio:
27,149
Newsp Current:
600
$38,832
if a Newsp. Drop
possible $5,000 addt'l.
Florida:
TV: $165,971
Radio:
111,968
$277,939
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
FEBRUARY 18, 1976
TO:
BO CALLAWAY
FROM:
BRUCE WAGNER
SUBJECT:
REAGAN MEDIA SPENDING
Attached are further breakdowns on Reagan's media spending
for New Hampshire and Florida.
Attachments
CC: Peter Kaye
Stu Spencer
Bob Marik
George Karalekas
Dawn Sibley
Clayton Wilhite
John Vinson
Ed deBolt
Fred Slight
Bob Moot
Bob Visser
FORD i LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
2/16/76
SPOT J & SPOT RADIO MARKET LIST
NEW HAMPSHIRE AND FLORIDA
New Hampshire
TV
Radio
Ford
Reagan
Ford
Reagan
Boston
X
X
X
X
Manchester
X
X
X
X
Portland/Poland Springs/X
X
X
X
Mt. Washington
Manchester
X
X
Dover
X
X
Portsmouth
X
X
Concord
X
X
Exeter
X
X
Nashua
X
X
Hanover
X
X
Littleton
X
X
Keene
X
X
Conway
X
X
Rochester
X
X
Laconia
X
X
Plymouth
X
X
Berlin
X
X
Franklin
X
X
Lebanon
X
X
Petersboro
X
Spot TV & Spot Rad
Page Two
Florida
TV
Radio
FORD
REAGAN
FORD
REAGAN
Miami
X
X
X
X
Tampa
X
X
X
X
Orlando/Daytona Bch.
X
X
X
X
Jacksonville
X
X
X
X
Panama City
X
West Palm Beach
X
X
X
Mobile/Penscola
X (62% spill
X
X
out)
Tallahassee
X
X
Lakeland
X
X
Ft. Myers
X
X
Melborne
X
X
Campaign76
Media Communications, Inc.
2)D
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
March 31, 1976
MEMORANDUM FOR:
STU SPENCER
FROM:
BRUCE WAGNER Rx
SUBJECT:
REAGAN MEDIA ACTIVITY
1.) Reliable reports indicate the Reagan campaign has
severed their relationship with their media buying
service, Ruth Jones, Ltd.
Some
She say she "can't put up with their craziness anymore".
More to the point, they probably can't afford her services
anymore. The Marc Ball agency (Trelavan's group) will
handle spot placements as needed.
2.) Separately, Reagan has purchased the attached 30 minute
television programming in Wisconsin. This is reasonably
solid coverage on a one shot basis.
No : 30 and :60 spots have been purchased as yet.
C.C. Peter Dailey
Peter Kaye
Bob Marik
Bob Moot
Rogers Morton
Fred Slight
Bob Visser
Attachment
FORD & LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
WISCONSIN
REAGAN 1/2 HOURS
ESTIMATED RATING
GREEN BAY
30 (both)
CBS
SAT 8:30 - 9:00
NBC
SAT 6:30 - 7:00
MILWAUKEE
10
WITI
FRI 10:05 - 10:35
WTMJ
NOT ORDERED YET - POSSIBLE
WVTV
MADISON
WISC
NO ORDER
WKOW NO ORDER
18
WMTV
FRI 8:30 - 9:00
WAUSAU
WSOW NO ORDER
27
WSAU
SAT 8:00 - 8:30
LA CROSSE/EAU CLAIRE
WEAU
FRI 6:30 - 7:00
37
WKBT
SAT 7:30 - 8:00
Campaign76
Media Communications. Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
April 2, 1976
MEMORANDUM FOR: STU SPENCER
FROM:
BRUCE WAGNER At
SUBJECT:
REAGAN RADIO COPY
The attached Reagan radio commercials were produced
in Wisconsin last evening. They will be airing in
Wisconsin over this weekend and are sponsored by the
Wisconsin Citizens for Reagan.
The five minute spot is reported to be a "special"
and not for general airing.
C.C. Tim Austin
Peter Dailey
Ed DeBolt
Roy Hughes
Peter Kaye
Rog Morton
Fred Slight
Bob Visser
FORD & LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
RONALD REAGAN 5 III E RADIO
THE FOLLOWING ANNOUNCEMENT HAS BEEN PAID FOR BY WISCONSIN
CITIZENS FOR REAGAN, DON M. TAYLOR WAUKESHAU TREASURER.
ANNOUNCER: There are many questions Racine and Wisconsin voters must
ask themselves before they go to the polls on April 6th.
Many candidates, both Republican and Democrats, will be on
your primary ballot seeking your vote for President. It will
be a choice only you can make. However, there are some things
that you should remember next Tuesday. Ronald Reagan has answered
the questions Racine and Wisconsin voters have asked concerning
the future of this country.
RR
"All I can see is what other nations the world over, see: collapse
of the American will and the retreat of American power. There is
little doubt in my mind that the Soviet Union will not stop taking
advantage of detente until it sees that the American people have
elected a new President. What do I offer the American people in
place of the dillusion of detente? I offer them what I believe
the truth, that all our concessions have not brought genuine peace
any closer; that this nation must trust less in the preemptive
concessions we re granting the Soviet Union and more in the
reestablishment of American military superiority.'
ANNOUNCER: Ronald Reagan has gladly and decisively stood up for the rights of
the private citizen and local government.
RR: "Few quarrel with government aims when it sets out to heln improve
our lives but the target usually remains untouched in spite of
the fact that they are using our money for ammunition. Surely
RR 5 MINUTE RADIO
Page two
a government would turn to the private sector for help. I
think they could find more imaginative solutions to this problem." "
Ronald Reagan is not a Washington career politician. While
serving as Governor of California, he maintained his Campaign
pledge to streamline government.
RR
"All of us grew up in an America that has some characteristics that
seem to have been lost down through the years. Such things as
the work ethic, the belief in reward for excellence, the idea
there was no ceiling on what a person in this country could
achieve if he was willing to go after it. But more and more
there seems to be those that have decided we can't control our
own destiny and that we must have an elite in the nation's Capitol
make all the decisions for us. I believe this can be turned
around.
ANNOUNCER: You have a decision to make on April 6th. Next Tuesday vote as if
your future and that of your family's depended on that vote. Elect
your President this time around. On Tuesday, vote Reagan. He's
a winner, a proven winner. In California he ran for office twice
in the nation's most popular state and was twice elected Governer
by a wide margin and this is a state where Democrats outnumber
Republicans better than 3 to 2. Republicans, Democrats, Independents,
this Tuesday vote for Reagan.
THE PROCEEDING ANNOUNCEMENT HAS BEEN PAID FOR BY WISCONSIN CITIZENS
FOR REAGAN, DON M. TAYLOR WAUKESHAU TREASURER.
: 60 RADIO (REAGAN)
ANNOUNCER: Ronald Reagan is the candidate that has spoken out on the
issues that affect your wallet, your family's safety and
your children's right to a decent education.
RR:
"All of us grew up in an America that has some characteristics
that seem to have been lost down through the years. Such
things as the work ethic, the belief in reward for excellence
and the idea that there was no ceiling on what a person in
this country could achieve if he is willing to go after it.
But more and more there seems to be those that have decided we
can't control our own destiny and that we must have an elite in
the nation's Capitol make all the decisions for us. I believe
this can be turned around."
ANNOUNCER: You have a decision to make on April 6th. Next Tuesday vote
as if your future and that of your family's depended on that
vote. Elect your President this time around. This Tuesday vote
Reagan.
THE PRECEEDING ANNOUNCEMENT HAS BEEN PAID FOR BY WISCONSIN
CITIZENS FOR REAGAN, DON M. TAYLOR WAUKESHAU TREASURER.
: 60 RADIO (REAGAN)
ANNOUNCER: Ronald Reagan knows that the voters of Wisconsin are concerned
with the course that the present administration has taken
with our foreign policy.
RR
"All I can see is what other nations the world over, see:
collapse of the American will and the retreat of American
power. There is little doubt in my mind that the Soviet
Union will not stop taking advantage of detente until it sees
that the American people have elected a new President. What
do I offer the American people in place of the delusion
of detente? I offer them what I believe the truth, that all
our concessions have not brought genuine peace any closer; that
this nation must trust less in the preemptive concessions
we're granting the Soviet Union, and more in the reestablishment
of American military superiority.'
ANNOUNCER: On Tuesday, vote for the strong new leadership America needs.
Vote Reagan.
PRECEEDING ANNOUNCEMENT HAS BEEN PAID FOR BY WISCONSIN CITIZENS
FOR REAGAN, DON M. TAYLOR WAUKESHAU TREASURER.
:60 RADIO (REAGAN)
ANNOUNCER:
Ronald Reagan is not a Washington career politician. Throughout
his campaign Ronald Reagan has wisely and decisively stood up
for the rights of the private citizen and local government.
RR:
"We can no longer afford politics as usual; a time has come
for those we send to Washington to stop thinking about the
next election and start thinking about the next generation. "
ANNOUNCER:
Ronald Reagan believes that the American voters should have
more control over the future of his country.
RR:
"Few, quarrel with government aims when it sets out to help
improve our lives. But the target usually remains untouched
inspite of the fact that they are using our money for ammunition.
Surely a government would turn to the private sector for help
I think they could find more imaginative solutions to this
problem."
ANNOUNCER:
Republicans, Democrats and Independents on Tuesday, vote for
the strong new leadership America needs. Vote Reagan.
THE PRECEEDING ANNOUNCEMENT HAS BEEN PAID FOR BY THE WISCONSIN
CITIZENS FOR REAGAN. DON L. TAYLOR WAUKESHAU TREASURER.
WISCONSIN PRIMARY
REAGAN ACTIVITY
Spot television: (as of 4/2- 3 p.m.)
MARKET
STATION
ACTIVITY LENGTH
DETAILS
COST
Milwaukee
WISN
1/2 hr. program
4/4 Sun 1:30-2p
$ 420
1/2 hr. program
4/3 Sat 7-8p
900
WITI
1/2 hr. program
4/2 Fri 11:05-11:35p
1,000
WIMJ
Nothing Ordered
WVTV
Nothing Ordered
Green Bay
WBAY
1/2 hr. program
4/3 Sat 8:30-9p
$ 560
WFRV
1/2 hr. program
4/3 Sat 6:30-7p
450
WLUK
1/2 hr. program
4/5 Mon 6:30-7p
500
Madison
WISC
Nothing Ordered
WKOW
Nothing Ordered
WMIV
1/2 hr. program
4/2 Fri 8:30-9p
350
Wausau
WSAU
1/2 hr. program
4/3 Sat 8-8:30p
225
WAOW
Nothing Ordered
La Crosse-
Eau Claire
WEAU
1/2 hr. program
4/2 Fri 6:30-7p
265
WKBT
1/2 hr. program
4/3 Sat 7:30-8p
530
WXOW
Nothing Ordered
No 30'sec or 60'sec spots have been ordered as of yet.
Campaign76
Media Communications, Inc.
File
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
April 28, 1976
MEMORANDUM TO: STU SPENCER
FROM:
DAWN SIBLEY DS.
SUBJECT:
REAGAN COMPETITIVE ACTIVITY
Attached is an updated report of Reagan's media activity in
the upcoming primary states.
We will be forwarding this report to you on a regular basis,
or whenever new information is available.
If you have any questions, please contact me.
CC: Mr. Morton
Mr. Hughes
Mr. Kaye
Mr. Slight
Mr. DeBolt
Mr. Visser
Mr. Ryan
FORD & LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
4/27/76
COMPETITIVE REPORT
STATE: TEXAS
CANDIDATE: REAGAN
I.
CITIZENS FOR REAGAN
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
#WEEK
#MARKETS
PRESSURE
EXPENDITURE
TELEVISION
:30
4/17
2
18
350-400 GRP'S
80,000
1/2 HOUR
4/20
2
18
-
EST. 20,000
RADIO
:60
4/17
2
STATEWIDE
36/STA/WK
85,000
TOTAL EST:
$185,000
UPDATE:
1)
Reagan is trying to increase pressure as much as possible for
the last week of the campaign, however, station's political
limitation of availabilities are making it tough for him to
get more time.
2)
Other groups for Reagan such as the American Conservative Union
and Delegates for Reagan have been turned down when they have
requested time because Citizens for Reagan has already bought
up the maximum time available.
3)
Reagan has asked for availabilities on Spanish radio stations
in Texas.
LATEST
Reagan cancelled radio activity on radio station in Ft. Worth
-
reason: not enough money. Tracking this right now.
who tiying
to purchase
it now.
4/27/76
COMPETITIVE REPORT
STATE: INDIANA
CANDIDATE: REAGAN
I. CITIZENS FOR REAGAN - AGENCY: CARLSON & CO.
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
WEEKS
#MARKETS
PRESSURE
EXPENDITURE
TELEVISION : 30 Ex :60
4/16
2 1/2
6
350 GRP's
65,000
(TOTAL STATE)
1/2 HOUR
5/3
1
2
LIGHT SO FAR
-
RADIO
:60
4/16
2 1/2
STATEWIDE
36/STA/WK
68,000
133,000
UPDATE:
Reagan bought this market early; there have been no recent changes.
Like Ford, he is not utilizing the Chicago ADI TV stations to cover
the state of Indiana.
COMPETITIVE REPORT
4/27/76
STATE: GEORGIA
CANDIDATE: REAGAN
I. CITIZENS FOR REAGAN
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
#WEEKS
#MARKETS
PRESSURE
EXPENDITURE
TELEVISION
1/2 HOUR
4/19
2
3
1-2 PER MKT.
-
(ALBANY)
(COLUMBUS)
(ATLANTA)
UPDATE:
If Reagan adheres to his pattern of placing last minute activity just
prior to primary date, an additional burst of half hour shows can be
anticipated for the weekend of May 1st.
Avails were requested by Christiansfor Reagan in Atlanta, however,
nothing was purchased.
4/27/76
COMPETITIVE REPORT
STATE: ALABAMA
CANDIDATE: REAGAN
I. CITIZENS FOR REAGAN
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
#WEEKS
#MARKETS
PRESSURE
EXPEDITURE
TELEVISION
1/2 HOUR
4/20
1
BIRMINGHAM
1 TIME +
-
5 : 10 ID'S
TO PROMOTE
PROGRAM
UPDATE:
If Reagan adheres to his pattern of placing last minute activity
just prior to primary date, an additional burst of half hour
shows can be anticipated for the weekend of May 1st.
À
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
file
April 28, 1976
MEMORANDUM TO: STU SPENCER
FROM:
DAWN SIBLEY DS.
SUBJECT:
REAGAN COMPETITIVE ACTIVITY
Attached is an updated report of Reagan's media activity in
the upcoming primary states.
We will be forwarding this report to you on a regular basis,
or whenever new information is available.
If you have any questions, please contact me.
CC: Mr. Morton
Mr. Hughes
Mr. Kaye
Mr. Slight
Mr. DeBolt
Mr. Visser
Mr. Ryan
FORD & LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
4/27/76
COMPETITIVE REPORT
STATE: TEXAS
CANDIDATE: REAGAN
I. CITIZENS FOR REAGAN
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
#WEEK
#MARKETS
PRESSURE
EXPENDITURE
TELEVISION
:30
4/17
2
18
350-400 GRP'S
80,000
1/2 HOUR
4/20
2
18
-
EST.20,000
RADIO
:60
4/17
2
STATEWIDE
36/STA/WK
85,000
TOTAL EST:
$185,000
UPDATE:
1)
Reagan is trying to increase pressure as much as possible for
the last week of the campaign, however, station's political
limitation of availabilities are making it tough for him to
get more time.
2)
Other groups for Reagan such as the American Conservative Union
and Delegates for Reagan have been turned down when they have
requested time because Citizens for Reagan has already bought
up the maximum time available.
3) Reagan has asked for availabilities on Spanish radio stations
in Texas.
LATEST
Reagan cancelled radio activity on radio station in Ft. Worth -
reason: not enough money. Tracking this right now.
4/27/76
COMPETITIVE REPORT
STATE: INDIANA
CANDIDATE: REAGAN
I. CITIZENS FOR REAGAN - AGENCY: CARLSON & CO.
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
WEEKS
#MARKETS
PRESSURE
EXPENDITURE
TELEVISION : 30 Ex :60
4/16
2 1/2
6
350 GRP's
65,000
(TOTAL STATE)
1/2 HOUR
5/3
1
2
LIGHT so FAR
-
RADIO
:60
4/16
2 1/2
STATEWIDE
36/STA/WK
68,000
133,000
UPDATE:
Reagan bought this market early; there have been no recent changes.
Like Ford, he is not utilizing the Chicago ADI TV stations to cover
the state of Indiana.
COMPETITIVE REPORT
4/27/76
STATE: GEORGIA
CANDIDATE: REAGAN
I. CITIZENS FOR REAGAN
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
#WEEKS
#MARKETS
PRESSURE
EXPENDITURE
TELEVISION
1/2 HOUR
4/19
2
3
1-2 PER MKT.
-
(ALBANY)
(COLUMBUS)
(ATLANTA)
UPDATE:
If Reagan adheres to his pattern of placing last minute activity just
prior to primary date, an additional burst of half hour shows can be
anticipated for the weekend of May 1st.
Avails were requested by Christiansfor Reagan in Atlanta, however,
nothing was purchased.
4/27/76
COMPETITIVE REPORT
STATE: ALABAMA
CANDIDATE: REAGAN
I. CITIZENS FOR REAGAN
ESTIMATED TOTALS
COMMERCIAL
START
MEDIUM
LENGTH
DATE
#WEEKS
#MARKETS
PRESSURE
EXPEDITURE
TELEVISION
1/2 HOUR
4/20
1
BIRMINGHAM
1 TIME +
-
5 : 10 ID'S
TO PROMOTE
PROGRAM
UPDATE:
If Reagan adheres to his pattern of placing last minute activity
just prior to primary date, an additional burst of half hour
shows can be anticipated for the weekend of May 1st.
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
April 28, 1976
MEMORANDUM FOR: ROGERS MORTON
FROM:
BRUCE WAGNER
REAGAN IN TEXAS 7
SUBJECT:
The Reagan copy line in Texas is:
For Texas,
the differences are clear,
the choice is clear.
Reagan.
Copy for a : 30 television spot on Energy is attached.
C.C. Peter Dailey
Ed DeBolt
Roy Hughes
Peter Kaye
Dick Mastrangelo
Fred Slight
Stu Spencer
Bob Visser
Attachment (1)
FORD & LIBRARY OFRALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
"TEXAS - ENERGY"
(:30 TELEVISION)
REAGAN:
"Mr. Ford's energy policy is a disaster.
Prior to the Arab oil embargo, we imported only a
fraction of our oil needs and yet, that embargo
cost 1/2 million American's their jobs.
Now, we import more than 1/2 the energy supply we consume.
How many Texans will lose their jobs if there is
another embargo?
How many Texas industries will have to shut down?
America needs energy independence, and the leadership
to get it."
SUPER:
"For Texas, the differences are clear.
The choice is clear.
Reagan. "
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
April 29, 1976
MEMO TO: STU SPENCER
FROM:
CLAYT WILHITE
SUBJECT: REAGAN RADIO - TEXAS
Attached for your information are transcripts of five
Reagan : 60 radio commercials being used in Texas.
Also attached is a comment by Reagan on the Merv Griffin
Show in Dallas/Ft. Worth on Tuesday, April 27.
CC:
Roy Hughes
Rogers Morton
(.
Bob Visser
Fred Slight
Tim Ryan
Bruce Wagner
Peter Dailey
FORD i GERALD LIBRARY
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
RONALD REAGAN
:60 RADIO
No other candidate in this year's Presidential Primary,
Democrat or Republican, has ever won an election with as many
votes as Ronald Reagan did when he was elected Governor of
California. And he did it in a Democratic state. He received
almost 3,000,000 votes, nearly a million more than his Democratic
opponent. He repeated his victory four years later. Reagan,
a proven winner. A proven leader.
REAGAN: "I believe that something has to be done to reverse the course this
nation has been on. I believe that maybe it's time for people from
outside of Washington, who are not a part of the family there,
to go in, who are not bound by old friendships and old ties and who
can go to work to reverse this course. A d set us on the right
course. I'd like very much to have your help in doing it. (applause)"
In Texas, the differences are clear, the choice is clear.
Ronald Reagan.
Paid for by Citizens for Reagan. Senator Paul Laxall, Chairman
REAGAN RADIO COMMERCIAL
: 60
"There is little doubt in my mind that the Soviet Union will
not stop taking advantage of detente until it sees that the
American people have elected a new Presidnet. What do I offer
the American people in place of the delusions of detente? I
offer them what I believe to be the truth: that all our smiles
and concessions have not brought genuine peace any closer.
The truth is that this nation must trust less in the pre-emptive
concessions we are granting the Soviet Union, and more in the
re-establishment of American military superiority. If Mr.
Ford and Dr. Kissinger are wrong in their belief that Soviet
ambitions have moderated so much that we no longer need to maintain
military superiority, if they're wrong, there will be no future
opportunities, no time, to correct their error "
ANNOUNCER: For Texas the differences are clear. The choice is clear.
Ronald Reagan.
Paid for by Citizens for Reagan, Senator Paul Laxall, Chairman.
RONALD REAGAN
: 60 Radio Texa
(Texas accent)
My name is Robert Milan, and I'm a Democrat. In the past I've supporte
d
for George Wallace. This year, for the first time in my life, I'm
going to cross over and vote in the May 1 Republican Primary. It's
now clear that George Wallace can't win his party's nomination.
Ronald Reagan can. I want my vote to count this time around. Like
Wallace, Reagan wants to give government back to the people, to cut
our military spending and taxes, de-centralize welfare. He knows.
that forced busing doesn't work. Reagan pleas that excessive
government controls are weakening us in energy and agriculture.
We're losing our position as the number one military power in the
world. And Reagan can do something about it. But only if all
conservatives, regardless of Party get behind him in the May 1
Republican Primary.
ANNOUNCER: The only way to make Governor Ronald Reagan President is to vote
in the Republican Primary on Saturday May 1. For Texas the choic
is clear. Ronald Reagan.
Paid for by Citizens for Reagan. Senator Paul Laxall, Chairman.
REAGAN RADIO COMMERCIAL : 60
Texas
Saturday, May 1, is the Texas Republican Primary. For Texas
the choice is clear. Ronald Reagan.
Reagan:
"Mr. Ford's energy policy is a disaster. Prior to the Arab
oil embargo, we imported only a fraction of our oil needs and
yet, that embargo cost half a million Americans their job. Now,
we import more than half of the energy supply we consume. Imagine
how many Texans will lose jobs, how many industries will be forced
to cut production or even shut down completely if there is another
embargo. Where is the leadership we so desperately need? The
energy bill Mr. Ford supported and signed into law, discourages
exploration and cripples our nation's drive for energy self-sufficiency
Texas and the nation need energy independence and the leadership
to get it.
The only way to make Governor Ronald Reagan is to vote in the
Republican Primary on Saturday, May 1. For Texas, the differences
are clear - the choice is clear. Ronald Reagan.
Paid for by Citizens for Reagan. Senator Paul Laxal, Chairman.
REAGAN :60 RADIO
TEXAS
My name is R. Miller Hicks and I am a Reagan delegate candidate
for the Republican National Convention.
Governor Ronald Reagan is a winner. He is the only Republican
conservative candidate that can win in November over any
opponent. Governor Reagan won the governorship of California
by over 1 million votes in a state where his Party was outnumbered
2 to 1. Let's face the facts: only Ronald Reagan
(TAPE INCOMPLETE)
RADIO TV REPORTS, INC.
41 EAST 42ND STREET. NEW YORK. N.Y. 10017, 697-5100
TAPE #F-3
RONALD REAGAN FOR PRESIDENT
TRANS: 4/29/76
HERV GRIFFIN
F765077
30 Dallas/Fort Worth
4/27/76
KDFW
4:25PM
RONALD REAGAN: One of the biggest failures the Washington
establishment has forced on us is forced busing. The people
of Corpus Christi can testify that It's failed to achieve its
goal. Instead, it has increased the bitterness and animosity
it was supposed to reduce. Forced busing should be ended by
legislation if possible. If not, then by Constitutional
amendment. Control of education should be returned to local
school districts.
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
April 30, 1976
MEMO TO: STU SPENCER
FROM:
CLAYT WILHITE
SUBJECT: REAGAN ADVERTISING IN TEXAS
The attached information details the cross-section
of organizations who have been purchasing newspaper
advertising on Reagan's behalf in Texas. Note that
most appeared during the last few days of the campaign.
We have requested copies of all the advertising.
CC:
Bob Visser
Tim Ryan
Roy Hughes
Bruce Wagner
Peter Dailey
Peter Kaye
Fred Slight
FORD & LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
COMPETITIVE REPORT
TEXAS NEWSPAPERS
CANDIDATE: REAGAN
LIBRARY GERALD R. FORD
ADI/PUBLICATION
INSERTION
INSERTION
DALLAS/FT. WORTH
SIZE
DATE
PLACED BY:
DALLAS TIMES-HERALD
1 PAGE
4/30
TEXAS FRIENDS FOR REAGAN
6 COL. X 12"
4/29
DELEGATES FOR REAGAN
1 COL. X 20"
4/30
1 COL. X 18"
4/30
"
SHERMAN DEMORCAT_
3 COL. X 18"
4/25
DR. HARRY SHYTLEN
2 COL. X 1½"2"
4/28
"
WEATHERFORD DEMOCRAT
1 PAGE
4/28
DRAKE AGENCY, HOUSTON
(PAID FOR BY HENRY C.
GROVER)
MINERAL WELLS INDEX
1 PAGE
4/28
HENRY C. GROVER
PARIS NEWS
1 PAGE
4/27
DRAKE AGENCY, HOUSTON
HOUSTON
GALVESTON NEWS
1 PAGE
4/30
HENRY C. GROVER
HOUSTON CHRONICLE
1 PAGE
4/30
TEXAS FRIENDS FOR REAGAN
HOUSTON POST
1 PAGE
4/29
"
SAN ANTONIO
SAN ANTONIO EXPRESS-NEWS
3 COL. X 5"
---
DELEGATES FOR REAGAN
KERRVILLE TIMES
5 COL. X 7"
4/28
5 COL. X 14"
4/30
KERRVILLE MOUNTAIN SUN
1 PAGE
4/22
KERR COUNTY COMM. FOR
REAGAN
1/2 PAGE
4/22
"
1 PAGE
4/29
"
1/2 PAGE
4/29
VICTORIA ADVOCATE
1 PAGE
4/28
DRAKE AGENCY, HOUSTON
1 PAGE
4/30 OR 5/1
DELEGATES FOR REAGAN
WACO/TEMPLE
TEMPLE TELEGRAM
1 PAGE
4/28
DRAKE AGENCY, HOUSTON
TEXARKANA
HENDERSON NEWS
4 COL. X 5"
4/11-29(6X)
CITIZENS FOR REAGAN
TEXARKANA GAZETTE NEWS
1 PAGE
4/29
DRAKE AGENCY, HOUSTON
(2)
ADI/PUBLICATION
INSERTION
INSERTION
TEXARKANA
SIZE
DATE
PLACED BY:
LONGVIEW JOURNAL NEWS
2 COL. X 2"
4/21
SONNY UTSLON
2 COL. X 2"
4/22
"
2 COL. X 2"
4/23
"
2 COL. X 2"
4/25
"
MARSHALL NEWS MESSENGER
1 PAGE
4/27
DRAKE AGENCY, HOUSTON
CORPUS CHRISTI
NO COMPETITIVE ACTIVITY REPORTED
BEAUMONT/PORT ARTHUR
BEAUMONT ENTERPRISE JOURNAL 1 PAGE
4/29
BEAUMONT COMM. FOR
REAGAN
LUBBOCK
LUBBOCK AVALANCHE JOURANL
20"
4/4
4"
4/19
EL PASO
EL PASO HERALD-POST, TIMES
1 PAGE
4/30
AMERICAN CONSERVATIVE
UNION
1 PAGE
5/1
AMARILLO
PAMPA NEWS
3 COL. 6"
4/29
13TH DISTRICT FOR
REAGAN
AMARILLO GLOBE-TIMES, NEWS
1 PAGE
4/29
CITIZENS FOR REAGAN
McALLEN/BROWNSVILLE
BROWNSVILLE HERALD
1 PAGE
4/28
HENRY C. GROVER
McALLEN MONITOR
1 PAGE
4/28
"
HARLINGEN VALLEY MORNING STAR 1 PAGE
4/28
"
ABILENE
BROWNWOOD BULLETIN
1 PAGE
4/28
DRAKE AGENCY, HOUSTON
5 COL. X 14"
4/30
"
ODESSA/MIDLAND
MIDLAND REPORTER TELEGRAM
5 COL. 8"
4/27
19TH CONGRESSIONAL
DISTRICT FOR REAGAN
ODESSA AMERICAN
1/4 PAGE
4/27
DELEGATES FOR REAGAN
(3)
ODESSA/MIDLAND
BIG SPRING HERALD
1 PAGE
4/27
DRAKE AGENCY, HOUSTON
TYLER
TYLER COURIER TIMES
4 COL. X 15"
---
DELEGATES FOR REAGAN
1 PAGE
4/28
"
1 PAGE
4/29 OR 4/30
"
NACOGDOCHES SENTINEL
4 COL. X 10½" 4/28
4 COL. X 10½½" 4/29
4 COL. X 10½¹₂" 4/30
WICHITA FALLS
NO COMPETITIVE ACTIVITY REPORTED
SAN ANGELO
NO COMPETITIVE ACTIVITY REPORTED
LAREDO
LAREDO TIMES
5 COL. X 14"
4/30
GOODWIN & DAWINSON
AGENCY, HOUSTON
RR
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
May 5, 1976
MEMORANDUM TO:
STU SPENCER
FROM:
CLAYT WILHITE
SUBJECT:
REAGAN COMPETITIVE ADVERTISING
IN NEBRASKA
Attached is the latest Reagan competitive media
information from Nebraska. From these indications,
he is utilizing a heavy schedule of both television
and radio.
We will be forwarding newspaper information
within the next few days.
CC: Bruce Wagner
Pete Dailey
Roy Hughes
Bob Visser
Tim Ryan
FORD is LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
COMPETITIVE REPORT
STATE: NEBRASKA
CANDIDATE: REAGAN
CITIZENS FOR REAGAN
START DATE
#WKS
#MARKETS
PRESSURE
EXPENDITURI
TELEVISION:
1/2 HOUR
LINCOLN
1X
)
OMAHA
2X
)
:10 ID'S
4/26-28
OMAHA
5 SPOTS ) $7,000
: 30 ANNCT.
5/5-10
1 WK
LINCOLN
250 GRP'S)
OMAHA
250 GRP'S)
NOTE: :10 ID'S WERE PROMOS FOR 1/2 HOUR IN OMAHA
RADIO:
RADIO IS BEING PURCHASED BY CITIZENS FOR REAGAN TO START 5/6 & 5/7.
DETAILS WILL BE PROVIDED ON 5/7.
FORD i LIBRARY GERALD
Memo from the desk of
&
L.R. RAISH
5 may '76
Bob
Following up my telephone
investion with Tim Ryan, here are
2 copies f the FCC News Pelease
on applying "Equal Time" to Reogon
plms.
When the full text I the ruling
comes and, d will see that you get a
copy. 1225 Connecticut Washington, Avenue, D.C. N.W. 20036 - Suite 400 JPR
Phone (202) 659-9100
LIBRARY
Federal Communications Commission
NEWS
1919 M Street, NW.
Washington, D.C. 20554
COMM
NOIS
S
For recorded listing of releases and texts call 632-0002
For general information
call 632-7260
64438
Report No. 14151
BROADCAST ACTION
May 4, 1976 - B
FCC AFFIRMS "EQUAL TIME" APPLICABILITY TO REAGAN FILMS
The Commission has denied Adrian Weiss review of a February 10
ruling by the FCC Broadcast Bureau concerning the applicability of the
"equal time" provisions of the Communications Act to the broadcast of
motion pictures in which Ronald Reagan, a bona fide candidate for the
Republican nomination for President, appeared.
Weiss had indicated that through his company, Adrian Weiss Productions,
he owned two motion pictures in which Reagan appeared as an actor. He
requested a ruling to the effect that Section 315 of the Act did not apply to
these films because they were non-political and "have no bearing whatsoever
on present day public issues.
In its ruling, the Broadcast Bureau pointed out that the FCC is prohibited
by Section 326 of the Act from censoring broadcast matter, and does not
attempt to direct broadcasters in the selection or presentation of specific
programing. Thus, it noted, the FCC could not prohibit any programing
that might include appearances by candidates for public office.
However, the Bureau said, under Section 315, if a broadcast licensee
permits a legally qualified candidate for public office to use a station's facilities,
he must afford equal opportunities to all other such candidates for that office.
It also pointed out that if a legally qualified candidate appeared on a
bona fide newscast, bona fide news interview, bona fide documentary or
on-the-spot coverage of a bona fide news event, such an appearance would not
be considered a use of a station for purposes of Section 315.
In addition, the Bureau cited a 1972 Commission ruling that held an
appearance on a nonpolitical entertainment program by comedian
Pat Paulsen, then a bona fide legally qualified Republican candidate in the
New Hampshire Presidential preferential primary, would entitle all
opposing candidates to equal opportunities.
FORD & LIBRARY GERALD
(over)
-2-
This conclusion, it said, was sustained by the U. S. Court of Appeals
for the Ninth Circuit (San Francisco), which stated that neither the equal
time provision in Section 315 of the Act, the legislative history of that
enactment nor its subsequent amendments indicate that Congress intended
for the Commission to distinguish between political and non-political uses
by candidates.
The Court further emphasized that "Section 315 is grounded in the
recognition that radio and television play important roles in the election
process. A candidate who becomes well-known to the public as a
personable and popular individual through 'non-political' appearances
certainly holds an advantage when he or she does formally discuss
political issues to the same public over the same media.
The Broadcast Bureau, concluding that the Commission had no basis
for distinguishing between political and nonpolitical appearances by candidates,
found it was clear that the broadcast of movies in which Reagan appeared
would be a "use" under Section 315 and would entitle opposing candidates
to equal opportunities in the use of the broadcasting station.
Action by the Commission April 29, 1976, by Order. Commissioners Lee,
Reid and Washburn, with Commissioners Wiley (Chairman) and Quello concurring
and Chairman Wiley issuing a statement in which Commissioner Quello joins,
and Commissioners Hooks and Robinson dissenting and Commissioner Robinson
issuing a statement in which Commissioner Hooks joins.
This is an unofficial announcement of the Commission's
action. Release of the full text of the Commission's
order constitutes official action. See MCI V. FCC,
515 F. 2d 385 (D.C. Circ. 1975).
- FCC -
Concurring Statement of Chairman Richard E. Wiley
(in which Commissioner Quello joins)
(re: Letter to Mr. Adrian Weiss)
From a common sense point of view, it seems absurd to apply
the same regulations to old movies that are applied to political
announcements. In these circumstances, we should make it clear that
our discretion in this matter is limited by statute, and that we are
not completely free to follow our own judgment concerning what may be a
reasonable or practical approach to the problem.
Section 315 of the Communications Act provides that all
legally qualified candidates must be afforded equal opportunities in
the "use" of broadcast facilities. In 1959, Congress recognized the
fact that a strict application of this standard might tend to dry up
meaningful broadcast coverage of political campaigns, and created an
exemption from the equal time principle for news programs. See
generally Aspen Institute, 55 FCC 2d 697 (1975), affirmed Chisholm
V. FCC, F.2d (D.C. Cir., April 12, 1976). No similar exemption
has been created for entertainment shows or "old movies," and it is
difficult to see how the Commission could, on its own, develop and
administer a distinction between "political" and "non-political"
appearances of candidates. See Paulsen V. FCC, 491 F.2d 887 (9th Cir.,
1974).
While the Commission is not in a position to grant Mr. Weiss
the relief he requests, it must be conceded that the present equal time
law does result in inequities to the owners of certain film properties,
and that it does have an inhibiting effect on the presentation of many
programs in which candidates make an "appearance." Accordingly, I am
hopeful that the Congress, at an appropriate time, will explore the
possibility of legislative reform.
DISSENTING STATEMENT OF COMMISSIONER GLEN 0. ROBINSON
(in which Commissioner Hooks joins)
I agree that the Commission should not undertake to fashion
delicate distinctions concerning who is a "candidate" and what
constitutes a "use" within the meaning of Section 315 of the
Communications Act. But the imperatives of administrative simplicity
have their limits; and common sense at least occasionally has its claims.
Section 315 does not in terms require, and in my view should not
be read to require, the result the Commission reaches today.
When the candidates' appearance is totally unrelated to the
political campaign, and where it manifestly does not tend to enhance
his electoral image, I think the Commission has discretion to follow
the dictates of common sense and to hold the appearance is not a
"use" within the reach of Section 315. This result is definitely
indicated here. In one of these two films ("Tennessee's Partner")
Mr. Reagan portrays a "cowpoke"; in the other, ("Cattle Queen of
Montana") a gunfighter. These films were made many years before Mr.
Reagan entered politics; they have absolutely nothing to do with the
Presidential campaign; and I at least find it difficult to see how
they enhance Mr. Reagan's image or stature as a political candidate. 1/
So far as I can tell, the majority does not dispute this but
evidently believes nevertheless that it may not, and should not, make
subjective judgments as to whether a particular appearance serves a
1/ Evidently I am not alone. President Ford has indicated he will not
request equal time if these old movies are shown (See Broadcasting, April 26,
1976, p. 5) while Mr. Reagan has suggested, in regard to movies of
similar distinction and vintage, that he would. Washington Star, Nov. 23,
1975, P. A2.
- 2
political purpose of the candidate. Such has been its view heretofore.
See Pat Paulsen, 33 FCC 2d 835 (1972), aff'd, 491 F. 2d 887 (D.C. Cir.
1974). This is tantamount to an irrebutable presumption that the
mere exposure of a candidate must work to his advantage, inasmuch as
the Commission deems it impossible to determine otherwise. I cannot
indulge such a presumption and I do not interpret Section 315 or the
Court's opinion in Paulsen to require me to do SO.
Subjective judgments do, of course, carry with them a
special danger of unfairness, and I do not discount the concern of
the Paulsen court--a concern that evidently underlies today's
decision--over the Commission's trying to distinguish between
"political" and "non-political" appearances of a candidate.
Difficult cases could be imagined--what if, for instance, Robert
Redford (or some other perennial movie good-guy) ran for political
office? But we should not paralyse our common sense with an
overactive imagination. We would not be likely to see many, if
any, cases which would cause serious difficulties in the future
if we were now to exercise a modicum of discretion and decide simply
that exposure is not, ipso facto, "use." Moreover, the
2/ In Paulsen the Court of Appeals affirmed the Commission's conclusion
that comedian Pat Paulsen's appearance on "The Mouse Factory"
would have been a "use". of television within the meaning of Section
315. The Court emphasized the utility of a "go/no-go" rule in keeping
government clear of "highly subjective judgments concerning the content,
context, and potential political impact of a candidate's appearance."
Id. at 890-891. The Court did not make such a rule obligatory on us;
and we ought not to assume that the Court would applaud (even if it
probably would tolerate) the application of this "go/no-go" rule
in every conceivable case. (I should add that the Commission's
decision in Paulsen seems to me most dubious; it could and should
have been otherwise decided on the criteria I would apply to this case;
but one need not disagree with the Commission's decision in Paulsen
to disagree with today's decision.
- 3 -
Commission has an uncommon facility for making "purple cows" --
as they have come to be called here³/ out of special cases in
which it wants to set no precedent. No case better commends itself
to this treatment than the two films here--two purple COWS of the
old West.
3/ The origin of the phrase in Commission lexicon is unknown but it is
apparently derived from Gelett Burgess' verse, "The Purple Cow":
"I never saw a Purple Cow,
I hope I never see one;
But I can tell you, anyhow,
I'd rather see than be one."
LIBRARY
Federal Communications Commission
/
NEWS
1919 M Street, NW.
Washington, D.C. 20554
COMMISSION
COMMI
For recorded listing of releases and texts call 632-0002
For general information
call 632-7260
64438
Report No. 14151
BROADCAST ACTION
May 4, 1976 - B
FCC AFFIRMS "EQUAL TIME" APPLICABILITY TO REAGAN FILMS
The Commission has denied Adrian Weiss review of a February 10
ruling by the FCC Broadcast Bureau concerning the applicability of the
"equal time" provisions of the Communications Act to the broadcast of
motion pictures in which Ronald Reagan, a bona fide candidate for the
Republican nomination for President, appeared.
Weiss had indicated that through his company, Adrian Weiss Productions,
he owned two motion pictures in which Reagan appeared as an actor. He
requested a ruling to the effect that Section 315 of the Act did not apply to
these films because they were non-political and "have no bearing whatsoever
on present day public issues. "
In its ruling, the Broadcast Bureau pointed out that the FCC is prohibited
by Section 326 of the Act from censoring broadcast matter, and does not
attempt to direct broadcasters in the selection or presentation of. specific
programing. Thus, it noted, the FCC could not prohibit any programing
that might include appearances by candidates for public office.
However, the Bureau said, under Section 315, if a broadcast licensee
permits a legally qualified candidate for public office to use a station's facilities,
he must afford equal opportunities to all other such candidates for that office.
It also pointed out that if a legally qualified candidate appeared on a
bona fide newscast, bona fide news interview, bona fide documentary or
on-the-spot coverage of a bona fide news event, such an appearance would not
be considered a use of a station for purposes of Section 315.
In addition, the Bureau cited a 1972 Commission ruling that held an
appearance on a nonpolitical entertainment program by comedian
Pat Paulsen, then a bona fide legally qualified Republican candidate in the
New Hampshire Presidential preferential primary, would entitle all
opposing candidates to equal opportunities.
(over)
-2-
This conclusion, it said, was sustained by the U. S. Court of Appeals
for the Ninth Circuit (San Francisco), which stated that neither the equal
time provision in Section 315 of the Act, the legislative history of that
enactment nor its subsequent amendments indicate that Congress intended
for the Commission to distinguish between political and non-political uses
by candidates.
The Court further emphasized that "Section 315 is grounded in the
recognition that radio and television play important roles in the election
process. A candidate who becomes well-known to the public as a
personable and popular individual through 'non-political' appearances
certainly holds an advantage when he or she does formally discuss
political issues to the same public over the same media.
The Broadcast Bureau, concluding that the Commission had no basis
for distinguishing between political and nonpolitical appearances by candidates,
found it was clear that the broadcast of movies in which Reagan appeared
would be a "use" under Section 315 and would entitle opposing candidates
to equal opportunities in the use of the broadcasting station.
Action by the Commission April 29, 1976, by Order. Commissioners Lee,
Reid and Washburn, with Commissioners Wiley (Chairman) and Quello concurring
and Chairman Wiley issuing a statement in which Commissioner Quello joins,
and Commissioners Hooks and Robinson dissenting and Commissioner Robinson
issuing a statement in which Commissioner Hooks joins.
This is an unofficial announcement of the Commission's
action. Release of the full text of the Commission's
order constitutes official action. See MCI V. FCC,
515 F. 2d 385 (D.C. Circ. 1975).
- FCC -
Concurring Statement of Chairman Richard E. Wiley
(in which Commissioner Quello joins)
(re: Letter to Mr. Adrian Weiss)
From a common sense point of view, it seems absurd to apply
the same regulations to old movies that are applied to political
announcements. In these circumstances, we should make it clear that
our discretion in this matter is limited by statute, and that we are
not completely free to follow our own judgment concerning what may be a
reasonable or practical approach to the problem.
Section 315 of the Communications Act provides that all
legally qualified candidates must be afforded equal opportunities in
the "use" of broadcast facilities. In 1959, Congress recognized the
fact that a strict application of this standard might tend to dry up
meaningful broadcast coverage of political campaigns, and created an
exemption from the equal time principle for news programs. See
generally Aspen Institute, 55 FCC 2d 697 (1975), affirmed Chisholm
V. FCC, F.2d (D.C. Cir., April 12, 1976). No similar exemption
has been created for entertainment shows or "old movies," and it is
difficult to see how the Commission could, on its own, develop and
administer a distinction between "political" and "non-political"
appearances of candidates. See Paulsen V. FCC, 491 F.2d 887 (9th Cir.,
1974).
While the Commission is not in a position to grant Mr. Weiss
the relief he requests, it must be conceded that the present equal time
law does result in inequities to the owners of certain film properties,
and that it does have an inhibiting effect on the presentation of many
programs in which candidates make an "appearance." Accordingly, I am
hopeful that the Congress, at an appropriate time, will explore the
possibility of legislative reform.
DISSENTING STATEMENT OF COMMISSIONER GLEN 0. ROBINSON.
(in which Commissioner Hooks joins)
I agree that the Commission should not undertake to fashion
delicate distinctions concerning who is a "candidate" and what
constitutes a "use" within the meaning of Section 315 of the
Communications Act. But the imperatives of administrative simplicity
have their limits; and common sense at least occasionally has its claims.
Section 315 does not in terms require, and in my view should not
be read to require, the result the Commission reaches today.
When the candidates' appearance is totally unrelated to the
political campaign, and where it manifestly does not tend to enhance
his electoral image, I think the Commission has discretion to follow
the dictates of common sense and to hold the appearance is not a
"use" within the reach of Section 315. This result is definitely
indicated here. In one of these two films ("Tennessee's Partner")
Mr. Reagan portrays a "cowpoke"; in the other, ("Cattle Queen of
Montana") a gunfighter. These films were made many years before Mr.
Reagan entered politics; they have absolutely nothing to do with the
Presidential campaign; and I at least find it difficult to see how
they enhance Mr. Reagan's image or stature as a political candidate. 1/
So far as I can tell, the majority does not dispute this but
evidently believes nevertheless that it may not, and should not, hake
subjective judgments as to whether a particular appearance serves a
1/ Evidently I am not alone. President Ford has indicated he will not
request equal time if these old movies are shown (See Broadcasting, April 26,
1976, p. 5) while Mr. Reagan has suggested, in regard to movies of
similar distinction and vintage, that he would. Washington Star, Nov. 23,
1975, p. A2.
- 2
political purpose of the candidate. Such has been its view heretofore.
See Pat Paulsen, 33 FCC 2d 835 (1972), aff'd, 491 F. 2d 887 (D.C. Cir.
1974). This is tantamount to an irrebutable presumption that the
mere exposure of a candidate must work to his advantage, inasmuch as
the Commission deems it impossible to determine otherwise. I cannot
indulge such a presumption and I do not interpret Section 315 or the
Court's opinion in Paulsen to require me to do so.
Subjective judgments do, of course, carry with them a
special danger of unfairness, and I do not discount the concern of
the Paulsen court--a concern that evidently underlies today's
decision--over the Commission's trying to distinguish between
"political" and "non-political" appearances of a candidate.
Difficult cases could be imagined--what if, for instance, Robert
Redford (or some other perennial movie good-guy) ran for political
office? But we should not paralyse our common sense with an
overactive imagination. We would not be likely to see many, if
any, cases which would cause serious difficulties in the future
if we were now to exercise a modicum of discretion and decide simply
that exposure is not, ipso facto, "use." Moreover, the
2/ In Paulsen the Court of Appeals affirmed the Commission's conclusion
that comedian Pat Paulsen's appearance on "The Mouse Factory"
would have been a "use" of television within the meaning of Section
315. The Court emphasized the utility of a "go/no-go" rule in keeping
government clear of "highly subjective judgments concerning the content,
context, and potential political impact of a candidate's appearance."
Id. at 890-891. The Court did not make such a rule obligatory on us;
and we ought not to assume that the Court would applaud (even if it
probably would tolerate) the application of this "go/no-go" rule
in every conceivable case. (I should add that the Commission's
decision in Paulsen seems to me most dubious; it could and should
have been otherwise decided on the criteria I would apply to this case;
but one need not disagree with the Commission's decision in Paulsen
to disagree with today's decision.
- 3 -
Commission has an uncommon facility for making "purple cows" --
as they have come to be called here 3/ out of special cases in
which it wants to set no precedent. No case better commends itself
to this treatment than the two films here-- two purple COWS of the
old West.
3/ The origin of the phrase in Commission lexicon is unknown but it is
apparently derived from Gelett Burgess' verse, "The Purple Cow":
"I never saw a Purple Cow,
I hope I never see one;
But I can tell you, anyhow,
I'd rather see than be one."
Campaign76
Media Communications, Inc.
Campar
176
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
General
May 11, 1976
MEMORANDUM TO: STU SPENCER
FROM:
CLAYT WILHITE
Attached is an appeal from the Young America Campaign
Committee on behalf of Ronald Reagan in California.
Also included is a sample script of the proposed
advertising.
CC: Rogers Morton
Roy Hughes
Fred Slight
Bob Visser
Tim Ryan
Peter Dailey
Bruce Wagner
FORD & LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
is
REAGAN CALIFORNIA FUND
A Project of:
Young America's Campaign Committee
Dear Friend:
Your assistance on a most urgent project could mean the difference between
victory and defeat for Ronald Reagan in the June 8th primary in California--
the most important primary of the campaign.
That is why 1 am writing to you today.
Gerald Ford and Ronald Reagan are in a virtual dead heat for convention
delegates coming into the California primary. The winner of the California
primary will take an extra 167 delegates to the convention.
These 167 delegates will mean the margin of victory for the Republican
presidential nominee. More delegates are at stake in California than New
Hampshire, Florida, Vermont, and North Carolina combined!
Ronald Reagan's stunning defeat of Gerald Ford in the North Carolina
primary was a result of his aggressive media campaign in that state prior to
the voting.
That is why the Reagan California Fund has been established by the Young
America's Campaign Committee. We intend to place spot radio advertisements
throughout California a week prior to the primary.
We have entered into an agreement with the nation's top producer of-radio
advertisements.
Efrem Zimbalist, Jr., the star of the television series The FBI, has agreed
to do the narration for the ads.
They will be targeted in communities across California with the precision
that was apparent in the media blitz that brought Ronald Reagan victory in
North Carolina.
Production costs, distribution fees, etc., will be $25,000 and that amount
is needed at once. Unless we receive that amount by May 25, 1976, the ads by
Efrem Zimbalist, Jr., cannot be run.
These ads are the most economical and effective method for reaching the
millions of California voters. Ronald Reagan's chances of victory in California
will be severely set back without them. As a result, his chances for the
Republican nomination could be lost.
That is why it is vital that you send what you can today. Please send at
least $20 today. If you cannot send $20, we will be grateful for whatever you
can contribute. But we must have whatever your generous contribution by May 25.
-2
It is important to consider what Ronald Reagan's defeat could mean for
the Republican Party.
Consider the record of the Ford administration and the possibility of
its continuing should Ronald Reagan lose the California primary:
1. There would be more appointments of left-liberals into the
administration such as Charles Goodell and Nelson Rockefeller.
2. Secretary of State Henry Kissinger would remain, throughout
Ford's term, continuing the policy of one-way-street detente.
3. The United States would continue its second-rate military posture
and perhaps slip to third rate or fourth rate.
4. The United States would continue its policy of surrender of
American possessions such as the Panama Canal Zone.
5. Deficit spending would continue unabated, without a voice of
leadership coming from the White House.
Before you decide how much to give, I should explain that the Reagan
California Fund is an independent organization, entirely separate from the
Citizens for Reagan campaign committee.
Because it is an independent committee, the Reagan California Fund may
solicit funds from individuals beyond the $1000 limit. Thus, if you have al-
ready contributed the maximum $1000 to the official Citizens for Reagan cam-
paign committee, you may contribute up to an additional $24,000 to the Reagan
California Fund.
In addition, while the official Reagan effort in California is limited in
what it can spend on behalf of Ronald Reagan, our committee can wage an all-out
effort to win in California without government-enforced spending restrictions.
If any contribution could tip the scale for a Reagan victory, your contri-
bution to the Reagan California Fund could be it. Please be generous, and soon.
Thank you.
Sincerely
Ron Robinson, National Chairman
Reagan California Fund
5/114:30 Clayt
YOUNG AMERICA'S CAMPAIGN COMMITTEE
Air Date
This is a sample
Radio Spot Number
#2
Title
60 SECONDS
transcript of the
Narrator
EFREM ZIMBALIST, JR.
radio ads planned
for California one
60 SECOND RADIO SPOT
week Primary before the
I, LIKE YOU, AM CONCERNED ABOUT THE FUTURE OF THIS COUNTRY. I, LIKE
YOU, HAD HOPED THAT AFTER WATERGATE GERALD FORD WOULD LEAD US AWAY
FROM DEFICIT SPENDING, APPEASEMENT ABROAD, AND MILITARY WEAKNESS. I
HAVE CONCLUDED HE HAS NOT DONE THIS. INSTEAD HE HAS FIRED A SECRETARY
OF DEFENSE WHO DISAGREED WITH KISSINGER'S DETENTE, ACCEPTED AMERICA'S
STATUS AS THE SECOND STRONGEST NATION IN THE WORLD, IS ACQUIESCING IN
THE GIVE-AWAY OF THE PANAMA CANAL ZONE, AND HAS PRESIDED OVER $100
BILLION IN DEFICITS IN JUST TWO YEARS. RONALD REAGAN IS MY CHOICE FOR
PRESIDENT BECAUSE HE PROMISES A NEW SECRETARY OF STATE, THE RESTORATION
OF AMERICAN MILITARY SUPERIORITY, NO GIVE-AWAYS OF AMERICAN TERRITORY
SUCH AS THE PANAMA CANAL ZONE TO LEFTIST DICTATORS, AND, HE PROMISES
A BALANCED BUDGET. IF YOU BELIEVE AS I DO THAT STRONG LEADERSHIP IS
NEEDED IN THE WHITE HOUSE AS WE ENTER OUR TWO-HUNDREDTH YEAR, THEN I
URGE YOU TO VOTE FOR RONALD REAGAN IN THE REPUBLICAN PRIMARY. THIS IS
EFREM ZIMBALIST, JR. THANK YOU FOR LISTENING.
END
END
END
END
END
END
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
May 13, 1976
MEMORANDUM TO: PETER KAYE
FROM:
CLAYT WILHITE
Attached are scripts from all Reagan competitive TV
advertising that we have acquired to date from Texas.
A cassette of this material is available in our office.
CC: Bob Visser
(
Tim Ryan
Fred Slight
Rob Quartel
FORD i LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
REAGAN COMPETITIVE TAPES
CORPUS CHRISTI - BUSING
REAGAN/FORD COMMENTARY ON PANAMA CANAL (INDIANA)
"NO TIME"
"ENERGY"
"WALLACE"
"DEFENSE"
30 MINUTE REAGAN ELECTION SPECIAL (SCRIPT NOT INCLUDED)
DEFENSE
: 30
REAGAN:
WELL I BELIEVE IN THE PEACE OF WHICH MR. FORD
SPEAKS AS MUCH AS ANY MAN, BUT PEACE DOES NOT
COME FORM WEAKNESS OR FROM RETREAT. IT COME
FROM THE RESTORATION OF AMERICAN MILITARY
SUPERIORITY.
ASK THE PEOPLE OF LATVIA, ESTONIA, LITHUANIA
CZECHOSLOVAKIA, POLAND, HUNGARY, ALL THE
OTHERS. EAST GERMANY, BULGARIA, ROMANIA.
ASK THEM WHAT IT'S LIKE TO LIVE IN WORLD
WHERE THE SOVIET UNION IN NUMBER 1. I
DON'T WANT TO LIVE IN THAT KIND OF WORLD
AND DON'T THINK YOU DO EITHER.
WALLACE
: 30
I'M ROLLY MILLIRONS, CONSERVATION DEMOCRAT. ON SATURDAY,
MAY 1, FOR THE FIRST TIME IN MY LIFE I'M VOTING IN A
REPUBLICAN PRIMARY.
I'M VOTING FOR RONALD REAGAN, A CONSERVATIVE WHO CAN
WIN. IT IS NOW CLEAR GOVERNOR WALLACE CAN'T. GOVERNOR
REAGAN IS RIGHT ON THE ISSUES AND RIGHT FOR ME. HE CAN
WIN BUT IT'S GOING TO TAKE CONSERVATIVE DEMOCRATS AND
INDEPENDENTS TO DO IT. SO FOR THE FIRST TIME IN MY
LIFE I'M VOTING IN A REPUBLICAN PRIMARY.
CORPUS CHRISTI BUSIN
: 30
REAGAN:
ONE OF THE BIGGEST FAILURES THE WASHINGTON
ESTABLISHMENT HAS FORCED ON US IS FORCED
BUSING. THE PEOPLE OF CORPUS CHRISTI CAN
TESTIFY THAT IT'S FAILED TO ACHIEVE IT'S
GOAL. INSTEAD IT HAS INCREASED THE BITTERNESS
AND ANIMOSITY IT WAS SUPPOSED TO REDUCE. FORCED
BUSING SHOULD BE ENDED BY LEGISLATION IF POSSIBLE.
IF NOT, THEN BY CONSTITUTIONAL AMENDMENT. CONTROL
OF EDUCATION SHOULD BE RETURNED TO LOCAL SCHOOL
DISTRICTS.
NO TIME
: 30
REAGAN:
THE TRUTH IS THAT THIS NATION MUST TRUST LESS
IN THE PRE-EMPTIVE CONCESSIONS WE'RE GRANTING
THE SOVIET UNION AND MORE IN THE RE-ESTABLISHMENT
OF AMERICAN MILITARY SUPERIORITY.
IF MR. FORD AND DR. KISSENGER ARE WRONG IN
THEIR BELIEF THAT SOVIET AMBITIONS HAVE
MODERATED SO MUCH, IF WE NO LONGER NEED TO
MAINTAIN MILITARY SUPERIORITY, IF THEIR WRONG,
THERE WILL BE NO FUTURE OPPORTUNITY. NO TIME
TO CORRECT THEIR ERROR.
ENGERY
: 30
REAGAN:
MR. FORD'S ENERGY POLICY IS A DISASTER.
PRIOR TO THE ARAB OIL EMBARGO, WE IMPORTED
ONLY A FRACTION OF OUR OIL NEEDS; AND YET
THAT EMBARGO COST A 1/2 MILLION AMERICANS
THEIR JOBS.
NOW WE IMPORT MORE THAN 1/2 OF THE ENERGY SUPPLY
WE CONSUME. HOW MANY TEXANS WILL LOSE THEIR
JOBS IF THERE IS ANOTHER EMBARGO? HOW MANY
TEXAS INDUSTRIES WILL HAVE TO SHUT DOWN?
AMERICA NEEDS ENERGY INDEPENDENCE AND THE
LEADERSHIP TO GET IT.
Campaign76
x:70y MORTON
Media Communications, Inc.
Stu Spencer
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
Roy Hughes
May 17, 1976
MEMORANDUM TO:
FROM:
SUBJECT:
BRUCE of WAGNER
Petu D- ICaye
DENISE CONSIDINE
COMPETITIVE REPORT - NEWSPAPERS
CANDIDATE: REAGAN
STATE:
MICHIGAN
Reagan newspaper activity has been reported in all
6 of the ADI's in which we are currently advertising. The
insertion sizes are full pages, with all but two scheduled
to run on Monday, May 17th. Units were placed by the Drake
Advertising Agency of Houston.
The estimated cost for reported activity is $23,023.
Please advise if there are any questions.
Denise
CC: Clayt Wilhite
Peggy Pilas
Dawn Sibley
Carol Karasick
George Karalekas
FORD & LIBRARY GERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary
COMPETITIVE REPORT
MICHIGAN NEWSPAPERS
CANDIDATE: REAGAN
ADI/PUBLICATION
INSERTION SIZE
INSERTION DATE
PLACED BY
Detroit
Detroit News
1 Page
5/17
---
Ann Arbor News
1 Page
5/17
---
Pontiac Oakland Press
1 Page
5/17
Drake Agency
Royal Oak Tribune
1 Page
5/17
---
Mount Clemens Macomb Daily
1 Page
5/17
Drake Agency
Monroe News
Will not divulge competitive information.
Grand Rapids/Kalamazoo/
Battle Creek
Grand Rapids Press
1 Page
5/17
Drake Agency
Kalamazoo Gazette
Will not divulge competitive information.
Battle Creek Enquirer & News
1 Page
5/17
Muskegan Chronicle
1 Page
5/17
Drake Agency
Grand Haven Tribune
1 Page
5/18
---
Greenville News
1 Page
5/17
Drake Agency
Flint/Saginaw/Bay City
Flint Journal
1 Page
5/17
Drake Agency
Bay City Times
1 Page
5/17
---
Saginaw News
1 Page
5/17
Drake Agency
Owosso Argus Press
Will not divulge competitive information.
Mount Pleasant Times-News
1 Page
5/17
Drake Agency
Lansing
Lansing State Journal
1 Page
5/16
Drake Agency
Jackson Citizen Patriot
Will not divulge competitive information.
Hillsdale News
Will not divulge competitive information.
Traverse City/Cadillac
Traverse City Record Eagle
1 Page
5/17
Drake Agency
Cadillac News
Will not divulge competitive information.
South Bend/Elkhart
Benton Harbor-St. Joseph
1 Page
5/17
Drake Agency
Herald Palladium
Dowagiac News
1 Page
5/17
Drake Agency
Sturgis Journal
1 Page
5/17
Drake Agency
Niles Star
1 Page
5/17
Drake Agency
Visser
Campaign76
Media Communications, Inc.
1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950
July 6, 1976
MEMORANDUM TO:
PFC STAFF
FROM:
CLAYT WILHITE
SUBJECT:
REAGAN TV PROGRAM
Ronald Reagan's scheduled half-hour television message
can be seen tonight at 10:30 p.m. (EDT) on ABC (Channel
7 in Washington).
FORD & LIBRARY 0ERALD
Peter H. Dailey, Chairman & Chief Executive Officer; Bruce S. Wagner, Executive Vice President; Robert C. Moot, Treasurer; Robert P. Visser, Secretary