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Ronald Reagan Presidential Library
Digital Library Collections
This is a PDF of a folder from our textual collections.
Collection: Deaver, Michael: Files
Folder Title: Campaign 1984 (4)
Box: 67
To see more digitized collections
visit: https://reaganlibrary.gov/archives/digital-library
To see all Ronald Reagan Presidential Library inventories visit:
https://reaganlibrary.gov/document-collection
Contact a reference archivist at: [email protected]
Citation Guidelines: https://reaganlibrary.gov/citing
National Archives Catalogue: https://catalog.archives.gov/
REAGAN-BUSH 84
4:00Pm
"MOT
The President's Authorized Campaign Committee
RR agrees
both.
MEMORANDUM FOR JAMES A. BAKER, III
FROM: Ed Rollins
JAB
DATE: April 17, 1984
RE:
North Carolina and Alabama political situations
1. North Carolina
Senator Helms insists that the attached telephone script
be used as part of the North Carolina voter registration
effort.
I believe it is highly inappropriate for the President,
or Reagan-Bush '84, to be associated with this heavy-handed
attempt ("block voters") to stir up racial tensions. With
your approval, I will not permit this script to be used.
Senator Helms has indicated that he will call the
President directly. I hope that the President will choose
not to involve himself in this matter.
2. Alabama
Alabama will send 38 delegates to the Dallas convention.
28 delegates were elected in the March 13 primary. Of
these, 7 (25%) were women.
The remaining 10 Alabama delegates are appointed by the
President. Senator Denton insists that 8 of these 10
delegates be male.
This would leave the Alabama delegation with just 9 (23%)
women. This percentage represents a decline from the 28% level
achieved in the 1980 delegation. Alabama would be the only state
with a lower percentage of women in 1984 than four years earlier.
I have asked Lou Kitchin, our Southern Regional Campaign
Director, and Jack Edwards, our Alabama Chairman, to work with
Senator Denton to make sure at least 6 of the 10 presidentially-
appointed delegates are women.
Senator Denton has indicated that he may call the President
on this matter.
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasure:
Page Two
I have talked to Ed Allison and Drew Lewis about both
of these matters and they are in full accord with my
decisions.
I hope that I have your support as well.
#2
HELLO, THIS IS RICHARD PETTY. I'M HELPING CONDUCT A PUBLIC
OPINION POLL THRU THIS RECORDED MESSAGE. PLEASE RESPOND AT
THE SOUND OF THE TONE.
IF THE ELECTION FOR PRESIDENT WERE HELD TODAY, WOULD YOU
VOTE FOR WALTER MONDALE, OR RONALD REAGAN?
IF THE ELECTION FOR U.S. SENATE WERE HELD TODAY, WOULD YOU
VOTE FOR JIM HUNT, OR JESSE HELMS?
NOW THE LAST QUESTION: DO YOU APPROVE OF JESSE JACKSON
REGISTERING 200,000 NEW BLOCK VOTERS IN NORTH CAROLINA?
THANK YOU!
26 Seconds
FINAL REVISED
4/13/84
REAGAN-BUSH '84
The President's Authorized Campaign Committee
REAGAN-BUSH '84 INITIAL MEDIA FLIGHT
Juli
OBJECTIVES
-Establish an umbrella theme to carry the campaign through the
convention
-Revitalize the President's perceptual standing with voters
following the vigorous anti-Reagan onslaught of the Democratic
primaries
-Project the reality of strong, confident, successful leadership
that assures hope for the future as a contrast to the Democratic
debate
-Generate initial awareness of the campaign
THEMES
-Leadership. Reagan is a highly trusted, strong leader. His
leadership has induced considerable positive change.
-Competence. Reagan gets things done, as evidenced by the economic
recovery and control of inflation.
-Future Vision. Reagan's changes have given rise to a new era of
opportunity for America's future. Administration accomplishments
in quality education, expanding economy, controlling inflation, space
and stimulation of high technology are issues which bridge the past
and the future.
-Traditional Values. Reagan has re-established and reinforced
traditional values which offer stablilty and security, and are a
sound basis on which to build on the future.
-Caring. Reagan is caring and concerned about people and has drawn
strength from his populist appeal.
TONE
-Focus attention on the past to anchor the scope and benefit of the
changes Reagan has made and project that change into the future,
essentially answering the question "are you better off today than you
were four years ago?", while postulating, "things can get even better
with continued Reagan leadership."
-The spots should be generally positive in tone, drawing upon some
of the first term's accomplishments and emphasizing that the President's
leadership has made, and will continue to make,
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
REAGAN-BUSH '84
The President's Authorized Campaign Committee
Media Flight, P. 2
a vital difference.
-The tone should also build on the feelings of optimism and con-
fidence in ourselves, our leaders, and our country.
TIMING
The emphasis on leadership will work best in the period between the
President's China trip in late April and his June summit meeting in
Europe. Therefore, the optimum time for a first flight is the ten-
day period just before the Memorial Day weekend. The period has the
advantages of:
-Intensity of audience interest in political messages is higher
during this period than it will be in June or July because of the
proximity to the attention given to the Democratic primary contest.
-A divided opposition still in contention for the nomination will
provide us with a unique opportunity to present our positive
message of presidential leadership in stark contrast to their
bickering and pointless debate. This contrast can and should be
achieved indirectly, with no specific reference to the Democratic
contest.
-Media coverage in late April and early May will be dominated by
the Normandy event and the June summit metting in London. These
events will generate substantial print and electronic media
coverage fitting neatly under our umbrella theme of leadership,
and thus reinforce our primary objective.
TARGETS
-In general, our target is the slightly upscale voter. (Give more
weight to those with household incomes between $18,000 and $30,000;
weight less heavily those who did not graduate from high school.)
-We need to softly target the blue collar, catholic and middle-aged
voters (45-55).
-Radio spots aimed at hispanics in California and Texas and younger
voters (under 35) should supplement the television effort.
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
REAGAN-BUSH
'84
The President's Authorized Campaign Committee
TO:
James A. Baker III
Michael Deaver
Frank Fahrenkopf
Paul Laxalt
Drew Lewis
Ed Rollins
Stuart Spencer
FROM:
Richard B. Wirthlin
DATE:
March 23, 1984
SUBJECT:
Additional Tables
Attached are two additional tables relevant to the memo I sent you on
the results of the March survey. They show the President's job
approval and reelect results broken down longitudinally by key
constituencies.
440 First Street N.W., Washington, D.C. 20001 (202)383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
Reagan Job Rating -- General
(Approve)
"Do you approve or disapprove of the way Ronald Reagan is
handling his job as President? Would that be strongly
(approve/disapprove) or just somewhat (approve/disapprove)?"
May
Jul
Aug
Sep
Sep
Oct
27-30
30-31
17-22
6-9
23-25
18-21
1983
1983
1983
1983
1983
1983
Aggregate
56
52
50
50
54
58
Base Republicans
85
88
82
80
80
89
Small business
59
*
58
55
*
68
Farm Belt states
57
54
52
53
63
56
Blue-collar workers
58
56
51
45
56
61
Senior citizens
44
54
48
44
47
52
Women
49
49
44
47
46
52
Catholics
57
51
52
51
58
64
Independents/Leaners
60
61
57
51
55
58
White Baptists
58
57
54
53
55
62
18-24 year olds
57
53
55
64
50
61
Professionals
54
60
64
63
60
70
Veterans
*
*
56
*
*
*
*
*
*
*
*
*
Irish
Oct
Nov
Dec
Jan
Feb
Mar
26-28
25-29
14-17
18-21
2-4
7-11
1983
1983
1983
1983
1984
1984
Aggregate
55
62
64
62
58
59
Base Republicans
81
87
93
90
89
88
Small business
*
69
74
67
70
66
Farm Belt states
51
60
55
65
71
60
Blue-collar workers
57
62
71
66
59
60
Senior citizens
50
57
60
61
47
50
Women
50
58
59
56
53
56
Catholics
58
61
58
61
54
61
Independents/Leaners
57
66
65
62
61
63
White Baptists
55
70
78
70
62
68
18-24 year olds
66
56
62
65
66
68
Professionals
57
68
61
69
64
56
Veterans
*
69
*
66
63
58
Irish
*
*
*
*
*
61
Reelect Reagan
"Thinking ahead to the 1984 presidential election do you
think Ronald Reagan has preformed well enough as President to
deserve reelection, or do you think it will be time to give a
new person the chance to do better?"
Reelect/New Person
Apr
May
Jun
Aug
Sep
Sep
7-11
27-30
25-27
17-22
6-9
13-19
1983
1983
1983
1983
1983
1983
Aggregate
39/53
45/48
40/53
43/50
36/56
38/53
Base Republicans
57/20
80/16
76/22
78/16
64/28
64/31
Small business
49/40
52/41
44/50
49/43
42/29
*/*
Farm Belt states
50/45
57/37
39/56
43/49
36/52
40/53
Blue-collar workers
35/56
42/51
37/56
44/52
32/62
40/52
Senior citizens
43/49
37/57
49/44
46/47
29/58
36/53
Women
35/58
37/56
33/59
37/55
31/61
35/56
Catholics
40/54
40/53
37/57
44/48
33/58
39/53
Independents/Leaners
42/50
45/45
42/47
48/43
37/53
41/49
White Baptists
*/*
52/44
40/52
48/49
39/54
40/51
18-24 year olds
36/59
37/55
36/58
42/54
41/52
37/56
Professional
46/46
49/45
45/45
49/39
48/48
46/46
Veterans
45/48
*/*
*/*
*/*
*/*
*/*
Irish
*/*
*/*
*/*
*/*
*/*
*/*
Oct
Nov
Dec
Jan
Feb
Mar
18-21
25-29
14-17
18-21
2-4
7-11
1983
1983
1983
1984
1984
1984
Aggregate
46/47
49/44
52/43
53/42
53/43
49/45
Base Republicans
77/17
79/17
82/15
86/12
86/12
82/14
Small business
52/40
58/36
59/37
59/36
62/36
54/40
Farm Belt states
48/37
42/49
48/48
54/38
59/35
47/48
Blue-collar workers
46/47
57/47
55/42
52/43
56/42
49/45
Senior citizens
42/50
46/44
48/47
62/35
47/49
47/48
Women
39/55
42/51
47/48
47/48
49/49
45/50
Catholics
48/44
49/46
48/49
56/38
49/48
47/46
Independents/Leaners
45/45
53/39
53/41
55/39
59/38
50/42
White Baptists
44/46
57/35
66/23
59/38
61/36
58/34
18 to 24 year olds
45/57
45/53
48/49
51/48
56/42
51/44
Professional
50/43
55/40
51/45
65/32
57/42
48/44
Veterans
*/*
59/36
*/*
58/37
59/36
51/43
Irish
*/*
*/*
*/*
*/*
*/*
51/41
2123
10:00a.m
THE WHITE HOUSE
WASHINGTON
February 10, 1984
MEMORANDUM TO MIKE DEAVER
MIKE McMANUS
FROM:
PAM BAILEY PUB
SUBJECT:
Follow-up to Wirthlin Meeting
The attached is an attempt to organize last Saturday's Wirthlin
data into communications goals with supporting strategies.
(Because the actual handouts have yet to be received, this is
a draft based on notes and may be off in some areas.)
If the goals and strategies have some logic, then action steps
to carry out each strategy can be determined next. They would
be, according to the particular item, allocated among RR, campaign,
RNC, surrogates, Cabinet, White House Staff and "special
spokesmen.'
In developing a communications plan from this perspective, RR's
schedule and communications can be measured against its
contribution to the plan. For instance, in the weeks ahead,
there are few opportunities for RR to emphasize inflation
achievements or to demonstrate that his policies have resulted
in jobs. Government waste accomplishments are missing, too.
Should they be added or should surrogates take on those issues?
World leadership in light of recent events may be issues we'll
address as well.
Finally, below is a list of possible strong spokesmen. Perhaps
no one person can serve the purpose. If we go with a core group,
each person could be assigned an area or constituency of expertise
and utilized when that area becomes a priority. The list could
include:
Jack Kemp
gerald marreen Reazan Foul
Paul Laxalt
Trent Lott
Elizaberth Dole
Bob Michel
John Connolly
Herery Kissinger
Frank Fahrenkopf
Guy Vander Jagt
Drew Lewis
Bob Dole
GOAL I
Maintain and solidify RR's issue and image strengths considered
most important to voters, especially blue collar workers. RR's
image is a strong, positive one. It should be maintained and
protected. He is seen as a strong leader who is intelligent,
courageous, tough, trustworthy and effective in getting things
done. He is recognized for his inflation accomplishments,
being a respected world leader and producing economic growth.
GOAL II
Improve voter perception of RR in several key issue and image
areas.
GOAL III
Maintain and reinforce RR's wide advantages over Mondale in certain
key issue and image categories - i.e., inflation, government waste,
strong leader, strengthening America's defenses and growth in the
future. These same points are Mondale's major weaknesses on
issues of importance to voters.
GOAL IV
Decrease voter recognition of Mondale's current issue and image
strengths - i.e., jobs, cares about people, education, preserve
world peace.
GOAL V
Be prepared to rebut Mondale's fairness attack on RR and on
RR's "safe course of action" image.
GOAL VI
Improve RR standing among women in key issue and image areas,
closing gap with Mondale.
GOAL I
Maintain and solidify RR's issue and image strengths considered
most important to voters, especially blue collar workers. RR's
image is a strong, positive one. It should be maintained and
protected. He is seen as a strong leader who is intelligent,
courageous, tough, trustworthy and effective in getting things
done. He is recognized for his inflation accomplishments, being
a respected world leader and producing economic growth.
Strategy 1
Include in virtually every RR communication action step,
Employee
points on RR's accomplishments in reducing inflation,
Bomes
attacking government waste, and stimulating economic
(Title)
growth.
(Fulley Review group / looking recommendations at graceCommission
Strategy 2
Position RR in visible Presidential settings avoiding,
where possible, partisan rhetoric. (JR)
Strategy 3
Fully utilize available opportunities to emphasize RR's
image as a respected world leader.
Strategy 4
Emphasize RR's vision for the future and policy agenda,
especially his four great goals.
Strategy 5
Emphasize RR's accomplishments as RR's delivering on his
promises and his effectiveness in getting things done.
Strategy 6
Maintain RR's position on education vis-a-vis Mondale by
emphasizing RR's leadership and accomplishments.
(7R/C7)
GOAL II
Improve voter perception of RR in several key issue and image
areas:
Preserve World Peace (2)
Reduce Government Waste
Crime
Reduce Government Spending
3
Cares and Concerns about People /schululing/
Environment Jobs and growth (1)
Strategy 1
Present RR's foreign policy initiatives in terms of his
overall policies for maintaining world peace.
Strategy 2
Initiate in a visible and dramatic way new RR proposals
for attacking government waste. Avoid letting the
Democrats make DOD waste a compaign issue. Turn the
"waste" debate away from the controversial Grace
Commission toward positive initiatives the public can
identify with.
Strategy 3
Demonstrate RR leadership on crime and relate it to daily
concerns of Americans and the strengthening of traditional
values -- i.e., victims of crime, family violence,
pornography, crime bill
Strategy 4 newl to get RuchelsLaus more.
Utilize the new leadership at Interior to favorably position
the Administration on environmental issues.
Strategy 5
Translate economic growth and other RR policy successes into
jobs for people.
Strategy 6
Through presentation of certain policy issues and scheduling
opportunities demonstrate that RR cares and is concerned
about people.
Strategy 7
Position RR as a leader who understands the deficit and its
causes and has a solution.
GOAL III
Europaign and Rnc objective,
Maintain and reinforce RR's wide advantages over Mondale in certain
key issue and image categories - i.e., inflation, government waste,
strong leader, strengthening America's defenses and growth in the
future. These same points are Mondale's major weaknesses on
issues of importance to voters.
Strategy 1
Present RR's inflation successes in contrast to poor
record of Carter/Mondale.
Strategy 2
Emphasize RR's government waste record as contrasted
with the non-record of Carter/Mondale.
Strategy 3
Position RR as a strong leader while presenting Mondale
as a weak leader who was a participant in Carter
Administration failed policies. Tie Mondale to Carter
V.P. wherever possible.
Strategy 4
Remind voters, where appropriate, that RR has strengthened
America's defenses.
Strategy 5
(Growth in the future.)
GOAL IV
Decrease voter recognition of Mondale's current issue and
image strengths - i.e., jobs, cares about people, education,
preserve world peace.
Strategy 1
Demonstrate that Mondale's policies don't result in
more jobs, as contrasted with RR's policies which
have.
Strategy 2
Present the facts on the basic unfairness to people
of Carter/Mondale policies.
Strategy 3
Maintain focus on the negatives of Mondale's education
policies.
Strategy 4
Relate problems with Mondale's policies and proposals
to prospects for world peace.
GOAL V
RUC /R-B objective
Be prepared to rebut Mondale's fairness attack on RR and on
RR's "safe course of action" image.
Strategy 1
Relate economic good news to fairness, as well as
regulation and government waste successes.
Strategy 2
Emphasize accomplishments and programs with more $ or
improvements (CSE).
Strategy 3
Point out unfairness of inflationary Carter/Mondale
policies.
GOAL VI
Improve RR standing among women in key issue and image areas,
closing gap with Mondale.
Strategy 1
Develop and implement a communications plan to
articulate meaning to women of RR's economic
policy successes.
Strategy 2
Initiate one or two policy measures -- such as
equal pay study -- which would demonstrate RR's
concern for women.
THE WHITE HOUSE
WASHINGTON
Date: March 2
TO:
FROM:
Mike Michael Deaver A. McManus, Jr.
Assistant to the President
and Deputy to Deputy Chief of Staff
X
Information
Action
Let's Discuss
This is the cable
information you requested.
communications
by design
March 2, 1984
Mr. Michael McManus
Assistant to the President
The White House
1600 Pennsylvania Avenue, N.W.
Washington, D. C. 20500
Dear Mike:
I am enclosing the background information on cable penetra-
tion and usage of television in CATV homes, which was referenced
in David Caldwell's February 16 letter to you. Also enclosed
are recent articles from Multichannel News and CableVision
magazine regarding: coverage by C-SPAN and CNN of the Iowa
Caucus; coverage of the March 13 Primaries by the Southern
Regional Council; and some additional information regarding
cable viewing habits.
The source of the basic information on cable penetration
and viewing habits is A. C. Nielson Co. which yesterday provided
me with the attached information on an informal basis prior to
an expected release in mid-April. Nielson's estimate of
34,740,330 CATV homes is substantially larger than the number
which we had used in attempting to quantify our potential view-
ing audience.
The articles regarding coverage of the Iowa Caucus are
interesting because they indicate a broadening use of cable for
campaign coverage and significant viewing audience interest,
particularly in unedited or extended coverage formats. I
thought the article concerning the March 13 Primaries demon-
strated a significant interest among the major multiple cable
system operators, such as Cox, Storer, ATC and Group W, in
carrying extended campaign coverage.
I am very pleased to hear that our project is beginning to
take shape.
Best regards.
Sincerely,
Joy Y. Wheeler
TELEVISION VIEWING DATA
OBTAINED FROM
A. C. NIELSON COMPANY
1290 AVENUE OF THE AMERICAS
NEW YORK, NEW YORK 10104
Part of 1984 Annual Television
Viewing Report to be Released Approximately
April 15, 1984
Reflects Survey Results as of
November 1983
1.
Average Hours of Television Usage Per Television
Household - Monday through Sunday - All Hours
*
/
Cable Household-
Non-Cable Household
(Hours)
(Hours)
Total (All Services)
57.80
48.23
Network Affiliated
Stations
34.86
39.11
Independent Commercial
Stations
12.35
9.35
Public/Educational
Stations
1.56
1.73
Other Non-Broadcast
Cable Services
12.72
---
Sum of Foregoing
**/
**/
Stations and Services
61.49
50.19
* / Total CATV Homes:
34,740,330
** / These sums exceed the "Total (All Services)" because of
simultaneous multi-set usage in approximately 6% of cable
households and approximately 4% of non-cable households.
2.
Average Hours of Television Usage Per Television
Household - Monday through Sunday - Prime Time
/
Cable Household-
Non-Cable Household
(Hours)
(Hours)
Total (All Services)
14.33
12.71
Network Affiliated
Stations
10.13
11.30
Independent Commercial
Stations
2.11
1.61
Public/Educational
Stations
.42
.55
Other Non-Broadcast
Cable Services
3.03
---
Sum of Foregoing
**/
**/
Stations and Services
15.69
13.46
*/ * Total CATV Homes:
-
34,740,330
**/ These sums exceed the "Total (All Services)" because of
simultaneous multi-set usage in approximately 9% of cable
households and approximately 6% of non-cable households.
3. Distribution of Television Viewing in Cable Households -
By Source-Composite of All CATV Homes - Monday through Sunday.
*
/
All Hours-
Prime Time * /
Network Affiliated
Stations
71
80
Independent Commercial
Stations
20
14
Public/Educational
Stations
3
4
Pay Television
5
6
Local Origination/
Ad Supported Cable
Services
5
4
**
/
**
/
Total
104
108
* / Percent of total viewing in All CATV homes by source.
**/ These figures exceed 100% because of multi-set usage
in a number of CATV homes.
4.
Distribution of Television Viewing in Cable Households -
By Source - Cable Homes Taking Pay Television - Monday
through Sunday
*
/
All Hours
Prime Time*/
Network Affiliated
Stations
55
67
Independent Commercial
Stations
21
13
Public/Educational
Stations
2
3
Pay Television
17
19
Local Origination/
Ad Supported Cable
Services
12
9
Total
107**/
111**/
*
/
Percent of total viewing in CATV homes taking at least
-
one pay television service by source.
**/ These figures exceed 100% because of multi-set usage
in a number of CATV homes.
Multichannel News
The Newspaper for the New Electronic Media
Vol. 5 No. 8 - February 27, 1984 $1.00
Analyst Sees
Pacific Bell Courts Cable
Canadian DBS Company
Pay Service
Pricing War
Buys First Decoders
By Joe Boyle
From Oak Industries
New York Bureau Chief
NEW YORK CITY-The com-
By Kimberley Noble
else the technology passes you
petition between Home Box Of-
Toronto Correspondent
by," Mr. Carter said.
fice and Showtime/The Movie
TORONTO (FNS)-Oak In-
Although Oak put up the $5.4
Channel continues to heat up,
dustries Inc. of San Diego last
million needed to develop the
and a number of industry experts
week announced that it has de-
decoder. which offers analog
expect both services will now be-
veloped and will soon market the
video scrambling and digital
gin a series of price-cutting meas-
first personal decoder for direct
audio scrambling. Oak worked
ures to increase market share.
Pacific Bell district manager, Cable/Wideband Services, Kare
broadcast satellite TV application.
closely with Cancom to design the
One Wall Street analyst said
Anderson courts the southern California cable TV Industry with a
The first 5,000 of Oak Indus-
product to the Canadian com-
such cost-cutting moves involve
number of proposals combining cable and telephone technolo-
tries' new "PD" will be shipped
pany's specifications. Mr. Carter
a logical progression that began
gles, outlining a "confluence of opportunities" for the two busi-
in June to Canadian Satellite
described the two companies ef-
with decisions by both companies
nesses and reviewing the telco's cable franchise application in
Communications Inc. (Cancom)
forts as a "free flow of technical
to become more involved with ex-
Palo Alto, CA. Ms. Anderson spoke in Los Angeles last week
of Toronto for $1.2 million. Oak
and business information." made
clusive product as a way of dif-
before the Southern California Cable Association (see story,
chairman Everitt Carter said last
possible by Cancom's position as
ferentiating their services.
8).
In a recent report on Time Inc.,
Monday.
Please turn to page 28
Richard MacDonald,a analyst
Cancom will retail these ad-
with the First Boston Corp., re-
Baseball Adopts
dressable dedcoders. which will
ported that since HBO and
descramble the package of TV
Gen'l Instrument
Showtime/TMC have already
and radio signals that the com-
begun taking measures to secure
pany relays to customers via Can-
exclusive product, it is now likely
Pay TV 'Pool'
ada's Anik D-1 satellite, through
Names Chang
they will begin cutting wholesale
selected dealers at about $300
each.
Please turn to page 32
President, COO
By Alan Breznick
the baseball organization, Mr.
Oak. which also created the
NEW YORK CITY-General
New York Correspondent
Alworth had worked for both
Orion satellite scrambling sys-
Wheeler Ponders
NEW YORK CITY-Major
NBC and Home Box Office.
tem, first started to develop a per-
Instrument Corp. last week
league baseball teams will be able
sonal decoder about & year-and-
named C.M. Morris Chang. a
Unanimously approved by the
Texas Instruments executive of
to bring games from other cities
26 baseball owners at their winter
a-half ago, Mr. Carter said. The
New Job Offers
company shelved the project
25 years, as president and chief
into their markets for pay TV
meetings in Dec., the pool is de-
when it looked as if "the technol-
operating officer.
showing, under a "pool" pro-
signed to help teams strengthen
Mr. Chang was also elected as
By Paul McCloskey
Washington Bureau Chief
gram developed by the commis-
their cable and subscription TV
ogy was going to hop over us, Mr.
a member of the company's
sioner's office for the upcoming
Carter said.
packages. Baseball officials said
board of directors.
WASHINGTON. D.C.-Na-
season.
it should also help many of the
"Everybody wanted to go digi-
Mr. Chang, 52, will report to
tional Cable Television Associa-
Directing the pay TV pool
pay regional sports networks,
tal. but they have not been able
Frank Hickey, chairman and
tion president Tom Wheeler said
project will be David Alworth, as
some of which are fully or partly
to deliver or to bring the price
chief executive of the New York-
last week he has entertained a
manager of broadcast operations
owned by baseball teams.
down," he said in an interview.
based company, which is involved
number of job proposals from the
for the commissioner's office. Mr.
In addition, the program is de-
"When the economics obviously
in the pay television industry pri-
cable industry in the past several
Alworth took the position Feb. 21,
signed to eliminate the confusion
became a major factor, we came
marily through its Jerrold Divi-
months, but emphasized his chief
having served the commission as
and inconsistencies that have
back into it," reviving plans for
sion.
current priority was seeing through
director of operations for Major
plagued earlier attempts by
the PD about five months ago.
GI has not had a president or
passage of H.R. 4103, the cable
League Baseball Productions
teams to acquire the telecast
"In this business, you have to
chief operating officer since Mr.
Please turn to page 32
since May, 1983. Prior to joining
Please turn to page 28
strike while the iron is hot-or
Please turn to page 28
Cable Nets Off to Fast Start
Do you know there's
You Are Invited
a live OTAS demo at
to attend
Cable-Tec Expo,
With Coverage of lowa Caucus
booth 428?
Jerrold Tech Seminars
COULD
YOU HUM
on
FEW BARS
By Susan Cobb
media alike with a live, uninter-
"Without question, it was the
ADDRESSABILITY
News Editor
rupted presentation of a large
most reaction we've ever receiv-
FEEDFORWARD
DES MOINES-The cable in-
caucus here, followed by a taped
ed out of anything we've ever
dustry's first crack at large-scale
done."
at SCTE, March 5-7
coverage of Iowa's first-in-the-
Cable"s
He cited gushing comments"
Booth #503
nation presidential election
Campaign
from callers thanking the net-
caucuses last week seemed to be
work for its presentation of the
a whopping success, with both
'84
caucuses in particular, as well as
C-SPAN and Cable News Net-
for its weeklong package of cau-
GENERAL
work reporting favorable re-
showing of a caucus on a hog
cus-related coverage.
sponses of an unprecedented
INSTRUMENT.
farm 50 miles away, attended by
As a further compliment, the
PICO PRODUCTS, INC.
nature from both viewers and
19 people.
Iowa Democratic party has ask-
Phone (315) 451-7700
General Instrument 1964
media colleagues.
"The reaction was thrilling."
ed C-SPAN for copies of the
Outside NY State
C-SPAN scored a particular
said Brian Lamb, president of
caucus tapes to use as a training
1-800-822-7420
coun over cable and hreadcest
the
public
28
Multichannel News - February 27, 1984
lowa
of it was our production," Mr.
leagues at ABC's political elec-
quirements. probably by late this
in programming gaps. Either the
Gilman said. "The rest of the
tion unit "were gaga over our
summer, the product will be
team or the outlet could also sell
world may never know it, but we
set," at the Savery Hotel here,
made available to U.S. and
commercial time to local adver-
Continued from page one
do."
and added NBC staffers com-
European customers.
tisers.
tool.
Indeed, Brian Lockman, ex-
mented they didn't understand
The Orion system is now used
The commissioner's office will
Iowa cable operators echoed
ecutive producer of election cov-
how CNN could achieve what it
by Biznet (the U.S. Chamber of
act as a clearinghouse, keeping
C-SPAN enthusiasts. Karen
erage for C-SPAN, said the net-
did with 80 few people.
Commerce service). the Catholic
track of all televised games with
Kalergis, director of community
work's effort "wouldn't have
Both CNN and C-SPAN said
TelecommunicationsNetwork of
its computer. Officials said teams
programming for Hawkeye Ca-
worked at all if it hadn't been for
they plan no significant changes
America and Chrysler Corp. in
will be able to contact the office,
bleVision. an American Televi-
the people at Heritage."
as they move on to New Hamp-
the U.S., Mr. Carter said. U.S.
find out what games are available
sion & Communications unit in
Also basking in post-caucus
shire's primary this week.
organizations showing interest in
and then order them.
Iowa City, said the reaction in
kudos is Cable News Network,
C-SPAN viewers won't enjoy as
buying the personal decoder in-
The pool will not apply to pay-
her community to C-SPAN's
which for all appearances seem-
close a look at New Hampshire's
clude the Southern Baptist Con-
per-view operations because of
coverage "was very, very favor-
ed to match the three, more-
voting process as they did in
vention and United Satellite
pricing difficulties. It will be tried
able." C-SPAN "showed the dif-
amply-staffed. better-financed
Iowa because New Hampshire
Communications Inc., he said.
on an experimental basis for the
ference an aggressive public af-
broadcast networks. And by
residents vote by secret ballot.
Cancom intends to enter the
1984 season, which begins in
fairs stance can make." Ms.
some accounts, CNN bested the
However, C-SPAN's Mr.
Canadian market with the de-
early Apr.
Kalergis said, adding the net-
nets, peppering its all-news for
Lockman said "more concen-
coder gradually, offering it first in
Officials at two leading pay
work "did [the caucuses] justice
mat with a sophisticated blend
trated candidate activity" in
Ontario and Alberta, Cancom
regional sports networks, Sports-
by explaining the whole grase-
of packaged and live reports.
New Hampshire will help com-
president Pierre Morrissette said.
Channel and Sports Time,
roots process."
CNN executive producer Bob
pensate for the difference.
Federal government statistics
agreed that the pool should come
"The coverage overall did
Furnad said he was "pleased as
Although from a news angle,
show that there are 1.2 million
in handy. SportsChannel may
what C-SPAN wanted it to do."
punch" with CNN's show from
cable seems to have started the
Canadian households that are out
make use of it in Chicago, where
said Rich Gilman, director of
Iowa.
ball rolling in the arena of pres-
of reach of broadcasters and ca-
it already owns the rights to the
advertising & studio operations
"The people who watched
idential campaign politics,
ble operators. Of this potential
White Sox games, while Sports
for Heritage Cablevision of Des
CNN got a better picture-a
political advertising on cable
DBS market, now that an af-
Time sees possibilities through-
Moines. "Every major net-
clearer picture" of the caucuses,
seems to be an idea whose time
fordable decoder will bring the
out the 15-state region that it
work. was here in town and
he said, handing much of the
has not quite arrived.
cost of a receiving system down
plans to cover upon launch in Apr.
the only people who really cov-
credit to special events director
Heritage Cablevision's Mr.
to about $3,200. even a one per-
"There" be a lot of good
ered the caucuses were
Jane Maxwell and colleague
Gilman said his staff approach-
cent share would add approxi-
games in the pool,' said Tom
C-SPAN."
Guy Pepper for advancing the
ed candidates' local and national
mately $160,000 to Cancom's an-
Smith, director of planning and
Mr. Gilman was equally as
effort. "I would hope [CNN's
staffs, the day each stepped into
nual pre-tax earnings. Mr. Mor-
development for Sports Time. He
pleased with the performance of
performance from Iowa] draws
Iowa, with offers of cut-rate
rissette said.
said the new network does not
his own staff. which was "at the
more attention to us as a source
political ads; the only taker was
Cancom expects the new de-
have its eyes on any particular
24-hour beck and call of
of information," Mr. Furnad
George McGovern. who bought
coder will add 100 subscribers to
team.
C-SPAN" for the week preced-
said.
time on one half-hour program.
its service (sold here for about $20
ing the caucuses. The Heritage
Mr. Furnad said CNN's
Mr. Gilman attributed the
monthly) by the end of this year.
crews filmed the rural caucus
reports, which included every-
slow start to a number of rea-
another 2,475 in 1985 and 10.000
and assisted in filming the cau-
thing from live, candidate inter-
sons, one of which is that with
in 1986. the company said in a re-
cus here as well as a caucus-day
views to a piece on the impact of
cable offering candidates so
cent prospectus announcing its
visit by President Reagan and
the caucuses on Iowa's economy,
much free time, the question is
first sale of public shares. The
GI
various other events throughout
drew the first, direct, viewer
begged "why buy time?"
service now has 300,000 potential
the week.
congratulation he'd received.
Secondly, he said. there's a
subs through licensed commun-
Continued from page one
"In a selfish way, we felt a lot
Also, he said his former col-
lack of understanding among
ity cable operators and 85,000
Hickey was named chairman and
candidates and their staffs of
paying customers.
chief executive in Nov., 1975.
what cable can do for them.
Oak Industries will fill the ini-
Mr. Chang started at Texas In-
"The national staff often influ-
tial orders with decoders made
struments in 1958. In 1972. he
ences media buys," he noted,
entirely in the U.S., Mr. Carter
was named group vice president
adding that for those staffs,
said. "After that, we will make
of the semiconductor group, and
cable is often "a big. nebulous"
provisions to have Canadian con-
six years later, he was named
medium to which they may not
tent" in the product, he said. He
group vice president of the con-
MULTICHANNEL NEWS
enjoy exposure where they live.
said the company will recoup its
sumer products group.
"The diversity of cable is
cost with the sale of 100,000 units.
Mr. Chang was born in China
something they need to become
The Oak decoder can be fitted
and came to the U.S. in 1949.
more familiar with." he said.
onto an existing DBS system with
"Cable does more for them for
a slight modification by a Can-
NOW AVAILABLE
nothing. but is less understood
com or dealer technician, said
in terms of its impact."
John Underhill, Cancom vice
CCI Taps PR Firm:
ON MICROFILM!
But Mr. Gilman said the par-
president of operations.
ticipation of C-SPAN and CNN
Manning, Selvage
Fairchild Microfilm puts Multichannel News on 35mm, positive or negative.
will help, perhaps by pointing
NEW YORK CITY - The
places an expensive finish on its product to preserve it, and is ready to ship
out for campaign organizers in
the next states what cable can
Baseball
Council for Cable Information
Multichannel News reels to business. university, public and government
has recommended Manning.
libraries.
do. "There's a better chance
Selvage & Lee to handle CCI's
they buy time in New Hamp-
Continued from page one
Libraries need Multichannel News for its in-depth coverage of the cable and
public relations once its national
shire" and other states as the
pay-TV industries. For research and reference, they need Multichannel News
rights to each other's games. In
cable promotional campaign gets
in a handy. compact and preserved format. Fairchild Microfilm will put a
campaign heats up. he said.
recent seasons, some teams have
underway.
full year of Multichannel News on two reels. Standing Order subscribers will
"But I don't think they're ever
simply traded games while others
Jim Mills, CCI director of
receive one reel every six months. The price for issues from 1981 is $125
going to buy a lot of it-that may
have charged widely varying fees.
communications, said Manning
for the year. The price for 1980 issues (coverage from the first issue,
be a campaign away.
Under the pool arrangement,
was chosen from a field of 16 be-
9/15/80 to 12/80. on one reel) is $60
all televised baseball games in the
cause it had strong trade associa-
If Multichannel News is important to you. you'll want it preserved on
country will be available. Any of
tion experience. came highly rec-
microfilm Use the coupon below. Become a Standing Order subscriber
today!
Oak
the 19 teams engaged in cable or
ommended, charged reasonable
STV operations could acquire the
fees and presented many creative
rights to show another team's
ideas to CCI officials. Manning's
FAIRCHILD MICROFILM, Dept. MC, 7 E 12th St., NY NY 10003
Continued from page one
Positive
games in its market by paying a
better-known clients include
We would the to subscribe to
Negative
Multichannel News Microflim .
the only licensed DBS service
flat fee of approximately $5,000
New York City (for its "I Love
$125.00 per year Enclosed IS full
NAME
available at this time in Canada.
payment or official Purchase Order
per game. That money would
New York" campaign). Eme
Because Cancom can market
Standing Order Subscription
cover the cost to the commis-
Air Express and Steinway Piano.
beginning 1984
ADDRESS
the new decoder to potential cus-
sioner's office of getting the trans-
The selection of Manning is
Back file year(s)
tomers without competition from
mission to the team placing the
contingent on approval of the
1980 or $60.00 (9/80-12/80)
similar services. "it is more logical
order.
CCI business plan by its board of
CITY
NY and CA residents please add local
for them to experiment" with the
Once it purchased the rights.
directors next month. The firm
sales tax (For additional information.
new product. Mr. Carter said.
call collect (212) 742-4280)
STATE
Zip
a team could then provide the
would start work shortly there-
Once Oak satisfies Cancom's re-
games to its pay TV outlet to fill
after.
36ChannelWatch
Multichannel News - February 27, 1984
SPAN's Iowa Caucus Coverage
cuses, as though he were already
High School at the corner of
a winner. (When the results were
Grand Ave. and 18th in Des
in, with Mondale and Hart in the
Moines. Long mikes carried by
lead, this poll faded from view,
Offers Insight without Hoopla
C-SPAN staffers picked up the
though reporters on the networks
political wrangling that went on
continued to refer to a companion
when Gary Hart, Walter Mon-
poll which said former vice presi-
3y Peggy Ziegler
es. But the meatiest appetizer
dale and George McGovern were
race was the thing in Iowa. In an
dent Walter Mondale would beat
Entertainment Editor
was C-SPAN's unedited, gavel-
found to be the only viable candi-
afternoon segment from CNN's
Ronald Reagan in Iowa at least
dates at the 67th Precinct.
LOS ANGELES-Every news
to-gavel coverage of two caucus
Election Watch headquarters,
if the election were held that day.)
organization in the country was
meetings.
The smoke-filled room, it was
anchor Bernard Shaw inter-
C-SPAN put the process in
in Iowa last week, serving up
On the networks, including
not. One uncommitted voter
viewed Sen. Alan Cranston,
perspective, and it did so by the
polls, projections and other politi-
Cable News Network making its
asked a campaign worker what
whom a Des Moines Register poll
novel television device of not say-
cal hors 'oeuvres while waiting
first all-out effort in presidential
he'd get in exchange for his sup-
named as the number two candi-
ing much, at least once its cam-
for the results of the Iowa caucus-
campaign coverage, the horse
port. "Well," the worker replied.
date on the morning of the cau-
eras started rolling at Technical
"You could go to the county con-
vention.' For the course of two
hours, there was confusion over
With
No matter whose amplifiers
rules, problems with tallies and
or standby power supplies are
general mayhem, a panorama of
Vital Signs
in your cable operation. sooner
the chaos and small passions of
or later they 'Il become just
politics at the graseroots level. It
in Your
another statistic. When that
was also enough to make you
happens, it'll take your entire
think, "This is what all the fuse
Operation,
team of emergency personnel
is all about?"
You Spot Fatal
to find the cure.
But that was an urban caucus,
Ofcourse. any status monitor-
Attacks Before'
mg system in General Prace tice
where organization and personal
can tell you when your amp is
political ambitions did play a
They Happen!
already dead. But only Texscan's
part. So C-SPAN completed the
Vital Signs automatically looks
picture by going out to Malaka
for symptoms. Records system
Township, where 19 people cau-
histories. And pinpoints any
cused in Marge Tiedge's living
abnormalities. So when it comes
room.
to treatment, you'll know
Mr. Mondale was the candi-
exactly where to go and what
date and defeating Ronald
to do. Before the fatal attack
occurs!
Reagan was the issue, but politics
Texscan's Vital Signs, The spe-
in Malaka are apparently so per-
cialist that makes regular chec
sonal the Tiedges' neighbors had
ups on your operation. Because
a hard time discussing them at
an "ounce of prevention" is still
all. Once they warmed to the
"worth a pound of cure."
task, however, the issues were
farm programs, nuclear prolifer-
Texscan Has Offices
ation and Reaganomics. The
Worldwide to Serve You.
group also briefly debated a vote
for Gary Hart as a way of sending
a message to Mr. Mondale that
his programs weren't clear cut
enough.
C-SPAN resisted the tempta-
tion to overanalyze anything that
turned up on the screen. As a
viewer, you might have alternate-
ly been bored, impatient or con-
fused during C-SPAN's caucus-
just as if you were there.
That's supposed to be televi-
sion's major charm: being there.
C-SPAN was the only network
that really took us to the Iowa
caucuses, and not to some trap-
ped-up studio, peopled by faces
as remote as New York is to Des
Moines. Cable viewers who
watched C-SPAN Feb. 20 came
away with more than exit polls
and projections, with a real un-
derstanding of what the caucus
system is and an inkling of what
it isn't.
PROGRAM NOTE:
USA
"Night Flight" features
reggae artists Jimmy Cliff,
Bob Marley, Peter Tosh,
and Eddy Grant
showing how they have
influenced other groups
such as UB 40 and the
BY R. LaMarch
Police. The show will be
xnal Director, Cable
telecast Mar. 2 on USA Net.
work.
itte Haskins & Sells
ate Street
on, MA 02109
MARKETING/ADVERTISING
NIELSEN TO
ffiliates sell the news service's two minutes
percent reach among males regardless of
of local ad time.
age or income: MTV was strongly associated
MTV, which claims success in encour-
RELEASE
with high income households with children.
aging operators to take advantage of its
At the other end of the spectrum. The
local avails, estimates that 25 percent of its
Nashville Network, with 36 percent reach.
SALES SURVEY
affiliates-representing 40 percent of
did not fare as well and tended to be
MTV's subscriber base-engage in local ad
associated with low-income households.
sales.
Both Sparkes and Sue Ellen Jackson,
NEW YORK The sales of a cable system's
Tom Freston. vice president of marketing
Roger Cablesystems programming and
local avails is key to the success of ad
for MTV. said the rock video channel sold
alarms manager. respectively, said they
supported cable services. But information
out 75 percent of its inventory in 1983 by
believed TNN's performance was a reflec-
about the number of systems actively
the fourth quarter. "We've grown con-
tion of the make-up of the Syracuse
engaged in sales activity, and the amount
siderably in the past 18 months," Freston
market, as opposed to the service itself.
of revenue a system can expect to generate.
said. "Our major growth is coming from
The survey also measured program guide
is lacking and sometimes conflicting.
MSOs committing across the board to
usage. It found what Sparkes called a
A.C. Nielsen Co., which has tracked
systems."
"heavy preponderence of people using the
affiliate sales efforts throughout this past
-Cecilia Capuzzi
cable company's electronic guide." Of the
year. is expected to complete a survey at
630 surveyed. 88 percent said they used the
the end of this month. Its current informa-
tion, updated throughout the year from the
STUDY SHOWS
electronic guide, which reports program-
ming in two hour blocks: 75 percent said
750 systems engaged in local sales efforts,
they use the Sunday newspaper guide
differs in many cases from cable network
reports. Most of the cable nets claim a
LO, SATELLITE
supplement. Sparkesrand Jackson both
viewed this as a significant finding. They
greater number of affiliates selling local
avails than Nielsen currently records.
VIEWING UP
said it indicates subscribers do not plan
their cable viewing. In the survey, 59
According to Kip Vanderbilt, Nielsen
percent of the respondents said they do not
director of research, some of the discrepan-
SYRACUSE. N.Y. Rogers Cablesystem
plan their viewing at the beginning of the
cies will be resolved when the final results
study conducted here last fall has found
week: 26 percent said they "do somewhat:"
of the survey are tabulated at the end of
that subscribers are increasing their
and 16 percent said they "do a lot."
February. But so far. with the survey about
viewing of the system's satellite services
"This is important because it shows that
10 percent complete, Vanderbilt said he
and LO channel.
people are not exploiting the (cable)
sees little change in the number of operators
The survey of 630 randomly selected
medium." Sparkes said. "With all the
selling local avails. Data does appear to
cable viewers was conducted to determine
choices, it is so easy to miss things. We
indicate that systems are more likely to be
if subscribers were using the variety of
really need to work to get people to plan
using cable reps for ad sales.
programming available to them on the 36-
their viewing. It may change their image of
Last year. $70 million of the industry's
channel system. It helped system officials
cable and affect churn."
total $382 million in ad revenues came
decide if some services should be eliminated
Jackson said the system was developing
from local avails. according to the Cable-
or replaced.
in-house spots to encourage subscribers to
television Advertising Bureau. This year.
According to the study's creators,
plan viewing. and to make better use of
that number is expected to grow to $122.5
Vernone Sparkes and Edna Einsiedel of
guides.
million; by 1993 it should exceed $1 billion.
Syracuse University's Newhouse School of
-Cecilia Capuzzi
Ad-supported networks are developing
Public Communications. the survey also
methods to encourage affiliates to profit
turned up network-specific demographic
from their local avails.
information, which the system has already
Notes
Peter Mondics, Financial News Net-
provided to its sales force.
work east coast director of affiliate sales
It also will be made available to Cable
Cultivating The Wasteland: Can Cable
and marketing. estimated that about 25
Services Inc., a rep firm jointly owned by
Pul the Vision Back in TV?. a comprehen-
percent of FNN affiliates were selling the
Rogers Cablesystems and new Channels.
sive source book on cable television and
four minutes per hour the business-
(CSI sells advertising for eight systems in
the arts. is available from American
oriented channel available to local systems.
New York.)
Council for the Arts. The book written by
He said some systems have sold $20,000
Sparkes said the survey studied 13
Kirsten Beck. a communications consultant
and $30.000 contracts.
satellite services and calculated a "reach"
who writes extensively on cable and the
ESPN makes available about 50,000
figure for each by correlating the number
arts. explains the technology of cable.
commercial avails per year, according to
of respondents with the frequency of their
reviews the franchising process and ex-
Chris Peterson. ESPN cable advertising
viewing of each satellite service. It found
plores cable's implications for the arts. A
consultant for the eastern region. According
that the three top scores-CNN Headline
special 50-page section. "Guide to Under-
to an ESPN spokesperson, the sports
News. with a 75 percent reach: ESPN. with
standing Television Deals." was prepared
network has about 650 affiliates-repre-
68 percent reach, and USA: with 64
by Volunteer Lawyers for the Arts (VAL)
senting 48 percent of its subscribers base-
percent reach—attracted the largest
and provides practical advice to arts
selling local spots.
audiences. SPN had a 57 percent reach:
groups on deal making and negotiations.
Peterson cited problems that local
Cable Health Network. 56 percent; and
It is available for $14.95 plus $2 shipping
operators encounter when trying to sell
MTV. 50 percent.
from ACA. 570 Seventh Ave., New York.
local avails. For example, it is often cost-
Sparkes said the system had been
N.Y., 10018.
prohibitive for smaller systems to lay out
considering dropping one of its distant
TVSM. publishers of cable program
money for insertion equipment and qual-
signals to make up for hikes in carriage
guides Cable Today and The Cable Guide.
ified sales people.
fees. but decided against it when WPIX,
signed a five year contract with Group W
"System operators are really in one
WTBS. WOR and WSBK all showed
Cable to publish The Cable Guide for 130
business supported by revenue from selling
heavy viewership.
Group W systems serving a total 1.2
basic cable." Peterson said. "With engi-
Sparkes said cross-tabulations of viewer-
million subscribers. Under the new con-
neering catching up now, it's confusing.
ship with demographic information profiled
tract. TVSM will be the exclusive guide
We try to convince them of the great
each service's audience. For example, there
publisher for Group W distributing a full-
revenfue they can made from selling local
was a definite association between CNN
color. system-specific guide for each
avails."
Headline News and household size-those
Group W system. TVSM currently pro-
Jayne Greenberg. CNN director of
homes with children tended to be heavy
duces 150 different guides for more than
special projects. estimated that 450 CNN
Headline News watchers. ESPN had 86
700 systems.
26
CableVision/February 20, 1984
14
Multichannel News - February 20. 1984
Rainbow Gives Satcom Time
in the simultaneous primary
director of network operations for
Clearwater. FL. who is supple-
races, according to Steve Suits,
Rainbow, local cable operators
menting the programming with
SRC regional director.
will not be charged for the serv-
local call-in shows, and some
For Mar. 13 Primary Shows
Major multiple systems opera-
ice, which is carried daily from
cáble operations are contributing
tors which are participating in the
5 p.m. to 7 p.m.
to the programming, using their
public affairs programming.
Mr. Suits said this is the first
WOODBURY, NY-Rainbow
production capabilities to tape
cil, a non-profit, non-partisan or-
which has already started, are
time SRC has been able to offer
speeches and other events.
Programming Services is donat-
ganization, is offering daily up-
Cox Cable Communications,
public affairs programming via
Arthur H. Baer, president of
ing $10,000 worth of time on Sat-
dates on the primary campaigns
Storer Cable Communications,
satellite. Cable systems can offer
com IV, transponder 12 to the
Rainbow, said, "We are pleased
up through the day of the primary,
Group W and American Televi-
the programming on whatever
to work with the Southern Re-
Southern Regional Council for its
including coverage of speeches,
sion & Communications Corp. In
channels they choose, he said,
gional Council to present this
coverage of the Mar. 13 "Super
forums, debates and other candi-
all, 38 systems have signed for the
with some using local origination
daily update of the primary cam-
Tuesday" presidential primaries
date presentations. SRC's aim is
programming, offering access to
or leased access channels. Some
paign to the voters in three states
in Alabama, Florida and Georgia.
to educate the voters before they
over one million homes.
systems are going even farther, he
The Southern Regional Coun-
We anticipate future oppor-
go to the polls to cast their votes
According to Gregg Burton,
noted, such as the operator in
tunities to work with civic groups
through the donation of satellite
and transponder time."
Rainbow Programming distri-
butes the Playboy Channel.
SportsChannel and Bravo.
ATC Grant To Fund
National Mock Election
ENGLEWOOD, CO - Ameri-
can Television & Communica-
tions Corp. said it has provided
a $10,000 planning grant to a na-
tional citizenship education proj-
ect designed to increase involve-
ment of secondary school stu-
dents and their parents in the
It's no longer a puzzle,
1984 political process.
The National Student/Parent
Mock Election. run on a test
basis in 1980 and 1982. will sup-
ply educators with ideas and
materials intended to pique stu-
dent interest in candidates and
issues. Coordinators are being
named in each of the 50 states.
and the project has been endorsed
by both national political parties
and 44 educational and civic or-
ganizations.
The 1984 mock election project
will culminate in a national straw
vote Oct. 30. Project sponsors
plan to analyze results of the
straw vote against actual election
results, ATC said.
"We appreciate the willingness
of ATC to provide important seed
money for a project which holds
we've got it all together.
promise for increasing voter in-
terest and participation in com-
munities throughout the nation."
said Carl Stover, president of the
How to attract more viewers is no longer a puzzle.
NS/PME.
Arts & Entertainment - Cable's Newest Network - has put it all together.
The solution was in providing viewers with
Differentiated Programming. The kind of programming other
Heritage Adopts
cable services claim to have, but don't deliver.
Only Arts & Entertainment has the workdwide variety of
New Corp. Logo
high quality family entertainment that's been missing until now.
Dramatic Variety, Performing Arts, Major Stage, Comedy, Series and
DES MOINES Heritage
Double Features - all with an expanding Galaxy of International Stars.
Communications has adopted a
Arts & Entertainment is television people can look up to.
new corporate symbol. a stylized
" for which the center bar is an
Voter groups
REAGAN-BUSH'84
The President's Authorized Campaign Committee
MEMORANDUM
fill
TO: FROM: Lee Ralph Atwater Whitworth pw
DATE: 3/1/84
RE:
Telephone conversation with William W. Durney
Per your request, I talked with Mr. Durney this morning
concerning his forming a Fishermen for Reagan-Bush committee.
I described our program to him and discussed how such a
group could help The President. Mr. Durney also indicated
that he thought he could probably help with the food industry.
He said that he would try to work up a plan and call me back
sometime next week.
I will keep you posted.
William W. Durney
Box 222016
Carmel, California 93922
408/625-1476
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
REAGAN-BUSH
'84
sevelce
mme
RD
The President's Authorized Campaign Committee
c7 pls
CONFIDENTIAL
TO:
James A. Baker III
Michael Deaver
Frank Fahrenkopf
Paul Laxalt
Drew Lewis
Ed Rollins
Stuart Spencer
FROM:
Richard B. Wirthlin
DATE:
February 16, 1984
SUBJECT:
MAJOR FINDINGS FROM FEBRUARY NATIONAL SURVEY
(Field dates: February 2 through February 4, 1984)
MAJOR FINDINGS
A week after the President's announcement to seek re-election
(January 29, 1984), we find the campaign at a key juncture with
political attitudes pulled strongly by two countervailing
forces. On the one hand, economic expectations have never been
so bouyant; on the other hand, worries over foreign policy
generally and Lebanon specifically have never run so broad and
deep. On the net, the President is less strong today
politically than he was a month ago. Nevertheless, he still
enjoys a good margin of support over Walter Mondale who now has
the Democratic primary contest almost locked away.
OVERVIEW
Americans continue to exude confidence about the direction the
country is going and express satisfaction with having President
Reagan at the helm. He is given high marks in the way he is
handling the economy. The President also retains the highest
thermometer rating of all the political figures recently tested
and runs 12 points ahead of Mondale and 23 ahead of Glenn.
There remains, however, lingering concern about the likelihood
of his starting an unncessary war and his or anyone's ability
to balance the federal budget. Worry surfaces strongly about
his handling of foreign affairs in general and the situation
in Lebanon in particular.
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
Major Findings
Page Two
FINDINGS
Political Climate
1984 may well portend a renewal of optimism. For the second
consecutive month, a majority of the nation (50%) feels that the
country is now moving in the right direction; identical to
prevailing sentiment in mid-January, breaking almost a decade
trend when majorities said "the country had seriously gotten off
on the wrong track."
Upscale Americans remain the most sanguine -- those earning
over $30,000 a year, professional people, and those with at
least a college degree.
Hispanics (45%) senior citizens (41%), and women (45%) are far
less satisfied with the nation's direction than other key
constituencies. Thirteen points separate men and women with
non-married women expressing highest discontent (58% wrong
track).
Presidential Performance and Perceptions
Reagan receives high marks for his handling of the Presidency
generally and the economy. The rating on the economy is
spectacular although general approval of his job as President
fell over two consecutive months. Foreign affairs, particularly
Lebanon, remain the major liabilities in the current political
environment.
No
Gender
Approve
Disapprove
Opinion
Gap
His job as President
58
39
3
11
The economy
65
34
1
11
Foreign Affairs
49
48
3
13
The situation in Lebanon
33
62
5
7
Major Findings
Page Three
President Reagan's overall approval, although high, has slipped
6 points since his two year high of 64% in December. Approval
has declined most dramatically among blue-collar workers, senior
citizens and White Baptists. This decline is partly linked to
developments overseas. As in January, Americans split on
evaluations of his handling of foreign affairs -- a bare
plurality continue to approve. Specifically, approval of his
handling of the Lebanon situation is unchanged; however,
disapproval has risen sharply to the highest level (62%) since
we began tracking public opinion on the issue. (The survey was
conducted just as the situation in Lebanon began to deteriorate
seriously, but before the President's announcement to
reposition the Marines. In December, 33% wanted to withdraw all
U.S. forces, 26% wanted to keep them at present levels and 36%
of the nation preferred withdrawing the troops, but keeping the
task force off the coast of Lebanon. Now, 59% want to withdraw
the Marines while 35% want them to stay in Beirut.)
The vitality of the economy is a qualified success for the
President. Americans overwhelmingly approve of his handling of
the economy, but they remain concerned about budget deficits and
the long term implications for the recovery.
More people are likely to mention economic issues as something
they like most about Ronald Reagan than in previous months.
Other prevelant mentions are that he is a strong leader and
that he is doing a good job. Conversely, his biggest
liabilities volunteered by the respondents are the fairness
and peace/foreign affairs issues.
The President also enjoys the highest thermometer rating of any
of the names tested (63) - equivalent to a two year high
recorded in December.
Presidential Characteristics
When choosing between the President and Walter Mondale,
Americans perceive the President holding an edge on the
dimensions of "effective," "a respected world leader," the one
with "the strong leadership this country needs," the "most
qualified and capable to serve as President," one who will
"reduce inflation," will "deal effectively with future problems"
and "consistently exercise good judgement". In short, Reagan
now comes across as being very Presidential -- a leader
effective at home and respected abroad.
Major Findings
Page Four
He still, however, carries some worrisome preceptual baggage on
the issues of peace and compassion. More Americans perceive
Reagan as the one who would start an unnecessary war (28% say
neither one) while they split on who to label safe with slightly
more saying that Mondale will preserve world peace.
Although a plurality of Americans feel that "cares and is
concerned about people" better describes Mondale, by the same
plurality, they feel that the President offers the best
solutions to the problems that will face American families in
the future.
Additionally, the President is considered as more trustworthy
than Mondale.
Making serious inroads into reducing the budget deficit would
pleasantly surprise many Americans, not only because the deficit
exists and is a serious concern, but, additionally, because 32%
of the public do not believe that either the President or
Mondale, can balance the budget within five years. More
Americans, however, think Reagan (37%) could cut federal red ink
than Mondale (25%). This margin is uncomfortably close, on what
has been a strong Republican issue.
Walter Mondale
Walter Mondale's name is well recognized (95% total
identification) but many American's (one-third) cannot
articulate either what they like or what they dislike about him.
And, the "like most" and "like least" responses do not focus on
any specific issues with the exception of fairness. When asked
what they most like about him, 33% could not give an answer; 21%
gave a negative response. When asked what they least like about
him, 45% could not give an answer; 16% gave a positive response.
Americans do not like his over-promising and past association
with the Carter Presidency.
Nevertheless, Mondale's thermometer rating has also soared 11
points over the last two months. His rating now stands second
only to the President's and his total name identification is
nearly as great.
Major Findings
Page Five
Thermometer Ratings
Among members of the administration, David Stockman and Martin
Feldstein are both rated an even 50 on the O to 100 scale.
Stockman's name, however is more familiar (49%) to Americans
than Feldstein's (29%). Bill Ruckelshaus receives a higher 53
rating, but he, like Feldstein is only familiar to about
one-third of the country. Americans feel better about the way
the President is handling the environment now with 52% approving
and 39% disapproving, one year ago the numbers were 36% approve,
51% disapprove.
Other key Republican activists and Congressional leaders receive
varying ratings and recognition. Howard Baker receives the
highest ( 60 rating; 67% ID), rating followed by Robert Dole (56
rating; 63% ID), Gerald Ford (56 rating; 97% ID), Jack Kemp (55
rating; 29 ID), Barry Goldwater (50 rating; 85% ID), and John
Connally (48 rating; 67% ID).
On the Democratic side, Tip O'Neil receives a rating of 57. The
thermometer ratings of the two leading Democratic contenders for
the nomination reflect the recent dynamics of the contest.
Glenn's thermometer rating slipped from the 60 plateau and
leveled off in the mid-fifty range. Mondale, conversely, enjoys
a meteoric rise in his thermometer rating corresponding to his
nearly insurmountable lead in the race for the Democratic
nomination. Because of the major signficance of the shift we
tag its major constituent components below:
CHANGE IN MONDALE'S THERMOMETER RATING:
December 1983 through February 1984
Dec
Jan
Feb
Change
14-17
18-21
2-4
Dec-Feb
1983
1984
1984
1983-1984
AGGREGATE
51
56
62
+11
Democrats
61
67
75
+14
Blacks
59
74
73
+14
Hispanics
56
60
73
+17
Liberals
57
60
67
+10
Under $10,000
53
62
70
+17
Jewish
59
63
68
+ 9
Less than High School
52
60
67
+15
18-24
53
61
64
+11
Great Lakes
51
54
65
+14
Retired
50
57
64
+14
Young women
55
58
62
+ 7
Non-married women
53
57
63
+10
Deep south
59
59
64
+ 5
Major Findings
Page Six
The November Outlook
A majority of the country continues to feel that the President
has performed his duties well enough to deserve reelection.
Specifically, if the election were held today, the President
would pull 54% of the registered vote against Mondale.
The President garners 60% of the Independents/Leaners vote, 65%
of the Farm Belt vote, and 53% of the blue-collar vote (48% of
blue-collar union and 56% of blue-collar non-union). He also
runs well among military veterans (61%)
The apparent erosion of support among senior citizens,
Catholics, and Hispanics gives us some concern. The Reagan Black
vote remains a minimal 7%.
The President continues to pull more support from across party
lines (24%) than Mondale does among base Republicans (7%). This
is particularly evident among southern Democrats (29%) and
conservative Independents (71%).
Reelect Reagan
"Thinking ahead to the 1984 presidential election ... do you think Ronald
Reagan has performed well enough as President to deserve reelection, or do
you think it will be time to give a new person the chance to do better?"
Reelect/New Person
Apr
May
Jun
Aug
Sep
Sep
7-11
27-30
25-27
17-22
6-9
13-19
1983
1983
1983
1983
1983
1983
(%)
(%)
(%)
(%)
(%)
(%)
Aggregate
39/53
45/48
40/53
43/50
36/56
38/53
Base Republican
75/20
80/16
76/22
78/16
64/28
64/31
Small business
49/40
52/41
44/50
49/43
42/29
*/*
Farm Belt states
50/45
57/37
39/56
43/49
36/52
40/53
Blue-collar workers
35/56
42/51
37/56
44/52
32/62
40/52
Senior citizens
43/49
37/57
49/44
46/47
29/58
36/53
Women
35/58
37/56
33/59
37/55
31/61
35/56
Catholics
40/54
40/53
37/57
44/48
33/58
39/53
Independents/Leaners
42/50
45/45
42/47
48/43
37/53
41/49
White Baptists
*/*
52/44
40/52
48/49
39/54
40/51
Oct
Nov
Dec
Jan
Feb
18-21
25-29
14-17
18-21
2-4
1983
1983
1983
1984
1984
(%)
(%)
(%)
(%)
(%)
Aggregate
46/47
49/44
52/43
53/42
53/43
Base Republican
77/17
79/17
82/15
86/12
86/12
Small business
52/40
58/36
59/37
59/36
62/36
Farm Belt states
48/37
42/49
48/48
54/38
59/35
Blue-collar workers
46/47
47/47
55/42
52/43
56/42
Senior citizens
42/50
46/44
48/47
62/35
47/49
Women
39/55
42/51
47/48
47/48
49/49
Catholics
48/44
49/46
48/49
56/38
49/48
Independents/Leaners
45/45
53/39
53/41
55/39
59/38
White Baptists
44/46
57/35
66/23
59/38
61/36
Registered Voters: Reagan versus Mondale
"Just suppose the election for President were held today, whom would
you prefer as President of the United States if the candidates were
...
Ronald Reagan, Republican ... and Walter Mondale, Democrat?"
Reagan/Mondale
Apr
May
Jun
Aug
Sep
Sep
7-11
27-30
25-27
17-22
6-9
23-25
1983
1983
1983
1983
1983
1983
(%)
(%)
(%)
(%)
(%)
(%)
Aggregate
48/44
55/37
50/42
47/45
50/38
50/38
Base Republican
88/9
91/5
88/8
88/10
84/8
82/11
Small business
62/30
59/32
59/34
56/36
53/35
*/*
Farm Belt states
52/41
51/39
43/41
53/40
55/35
48/32
Blue-collar workers
47/47
60/35
53/41
48/45
43/45
54/36
Senior citizens
52/41
44/47
54/39
47/45
40/48
48/38
Women
45/47
47/44
44/48
41/50
41/46
46/41
Catholics
41/48
51/43
44/48
48/43
46/42
52/36
Independents/Leaners
56/35
57/31
52/35
54/35
49/36
57/27
White Baptists
*/*
54/39
56/35
50/44
49/40
54/39
Sep
Oct
Oct
Nov
Dec
Jan
23-25
18-21
26-28
25-29
14-17
18-21
1983
1983
1983
1983
1983
1984
(%)
(%)
(%)
(%)
(8)
(%)
Aggregate
50/38
53/40
49/43
53/39
57/36
55/39
Base Republican
85/7
88/8
83/14
85/10
92/4
90/7
Small business
*/*
63/30
*/*
64/30
66/29
59/33
Farm Belt states
56/32
49/47
38/46
49/45
50/36
61/32
Blue collar workers
47/44
51/43
51/41
56/37
57/36
56/39
Senior citizens
46/30
52/42
37/54
49/41
48/45
60/36
Women
43/43
50/43
43/47
49/41
53/40
50/42
Catholics
51/32
58/35
51/42
53/37
53/39
54/40
Independents/Leaners
57/30
56/34
56/35
62/29
65/25
62/28
White Baptists
47/44
49/43
56/42
63/32
70/27
68/28
Registered Voters: Reagan versus Mondale
"Just suppose the election for President were held today, whom
would you prefer as President of the United States if the
candidates were ... Ronald Reagan, Republican ... and Walter
Mondale, Democrat?"
Reagan/Mondale
Feb
2-4
1984
(%)
Aggregate
54/42
Base Republican
91/7
Small business
64/33
Farm Belt states
65/33
Blue collar workers
53/43
Senior citizens
48/50
Women
49/46
Catholics
49/46
Independents/Leaners
60/34
White Baptists
61/36
Registered Voters: Reagan versus Glenn
"Whom would you prefer as President of the United States if the candidates
were
Ronald Reagan, Republican
and
John Glenn, Democrat?"
Reagan/Glenn
Apr
May
Jun
Aug
Sep
Sep
7-11
27-30
25-27
17-22
6-9
13-19
1983
1983
1983
1983
1983
1983
(%)
(%)
(%)
(%)
(%)
(%)
Aggregate
46/44
51/41
46/45
46/42
43/45
46/42
Base Republicans
79/14
83/11
79/17
82/12
75/18
75/18
Small business
53/33
54/36
56/37
55/32
49/42
*/*
Farm Belt states
54/37
40/45
41/47
46/37
45/38
43/41
Blue-collar workers
43/47
55/39
46/47
46/43
41/48
51/40
Senior citizens
48/39
44/52
53/45
44/47
38/48
46/42
Women
43/48
42/50
40/49
39/50
37/50
41/46
Catholics
41/47
47/48
43/49
45/41
41/47
51/37
Independents/Leaners
53/34
52/36
48/41
51/33
44/40
48/38
White Baptists
*/*
57/30
42/38
47/42
44/45
51/42
Sep
Oct
Oct
Nov
Dec
Jan
23-25
18-21
26-28
25-29
14-17
18-21
1983
1983
1983
1983
1983
1984
(%)
(%)
(%)
(%)
(%)
(%)
Aggregate
45/39
51/40
47/44
53/38
56/34
55/36
Base Republican
77/11
80/14
81/12
83/12
87/9
87/9
Small business
*/*
56/34
*/*
60/32
64/28
58/35
Farm Belt states
53/29
61/35
35/50
49/44
50/29
61/30
Blue-collar workers
42/46
48/44
51/40
53/38
54/36
55/37
Senior citizens
41/30
53/36
40/53
53/38
50/37
65/26
Women
37/44
45/46
44/46
48/41
52/36
51/40
Catholics
44/35
56/34
48/42
50/38
53/36
55/35
Independents/Leaners
48/36
50/34
52/38
59/30
60/27
59/30
White Baptists
43/44
46/45
54/44
63/30
67/31
62/34
Registered Voters: Reagan versus Glenn
"Whom would you prefer as President of the United States if the
Democrat?" candidates were ... Ronald Reagan, Republican ... and ... John Glenn,
Reagan/Glenn
Feb
2-4
1984
(%)
Aggregate
58/35
Base Republican
91/6
Small business
67/27
Farm Belt states
71/28
Blue-collar workers
60/35
Senior citizens
53/39
Women
54/39
Catholics
54/39
Independents/Leaners
64/30
White Baptists
65/29
REAGAN-BUSH
84
Hold
meetin ON
The President's Authorized Campaign Committee
Annount
MEMORANDUM
follow-up
TO:
Michael K. Deaver, Assistant to the President and
Deputy Chief of Staff
FROM:
Jim Lake, am Communications Director, Reagan-Bush '84
DATE:
January 10, 1984
RE:
Support for the President's Reelection
Yesterday we spoke about generating support for the
President at the time he makes his announcement on the 29th, and
below is a number of ideas I'd like to pass along.
As we discussed yesterday, there will be a concerted
effort to maximize expressions of support for the President from
a variety of organizations and constituent groups.
1. The RNC will produce the night of the announcement, as
well as in the following week, phone calls, letters and
telegrams of support from:
A. Each state's Republican chairman
B. Each of the county chairmen within the 50 states
C. The Young Republicans
D. The College Republicans
E. The Federation of Republican Women
In addition, the RNC finance phone bank will be used to
produce thousands more letters of support, phone calls, and
telegrams.
2.
Prior to their coming to the announcement, each of the
Reagan-Bush '84 State chairmen will receive:
A. A packet of information with instructions on how to
produce letter-writing campaigns
B. Op-ed pieces for insertion in their state's
principle newspaper the morning after the
announcement
3. The NRSC will produce a letter of support for the
President signed by the 55 U.S. Senators.
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
4. The NRCC will produce letters of support from Members of
the House.
5. In order to generate other expressions of support, the
Campaign will soon meet with:
A. The Chamber of Commerce
B. 30 other trade organizations
C. Leaders of the Christian community
We will make every effort to make sure that everyone
who can be of help in showing support for the President is
plugged in.