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From Strachen to Haldeman and Klein RE media consultants. 3pgs. [Subject: Campaign] [Memo], 11/13/1970
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From Strachen to Haldeman and Klein RE media consultants. 3pgs. [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
1
11/13/1970
Campaign
Memo
From Strachen to Haldeman and Klein RE
media consultants. 3pgs.
Friday, January 23, 2015
Page 1 of 1
DOCUMENT WITHDRAWAL RECORD [NIXON PROJECT]
DOCUMENT
DOCUMENT
NUMBER
TYPE
SUBJECT/TITLE OR CORRESPONDENTS
DATE
RESTRICTION
NI
Memo
From Strachan to Magruder
11/24/70
C (Nixon)
[29,30]
Re: California Census
2 copies Figures
N2
Memo
From Strachen To Haldsman
11/13/70
[31]
and Klein
C(Nixon)
Re: Media Consultants
FILE GROUP TITLE
BOX NUMBER
WHSF GORDON STRACHAN
2
FOLDER TITLE
Chron File - - November 1970
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G. Withdrawn and return private and personal material.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H. Withdrawn and returned non-historical material.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:
2
Folder:
Chron. File -- November 1970
Document
Disposition
29
Retain Open
30
Retain Open
31
Return Private/Political
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.