Washington's Other Scandal | frontline online
navigation, see below Dick Morris Memo

dick morris memo
March 2, 1995

TO: THE PRESIDENT

Re: Agenda For Meeting-March 2, 1995


Campaign Overview

1. Use of paid media--major use of paid media different from other Preisdnetial races
A. Need not to take federal funds

-With federal funding, $37 million likely total, $7.5 for fund raising. Probably less than $20 million for TV
-With federal funding, no ability too TV in key primary states
--If assume half available for media and half for field/Pres visits:

STATE


TOTAL LIMIT


MEDIA POINTS


Iowa


$914,000


2500


New Hamp
(include MA)



$2,600,000



2800


Arizona


$1,210,000


3300


South
Carolina


$1,10,000


2400


Colorado


$1,100,000


4400


Georgia


$2,100,000


4200


Idaho


$552,000


2800


Maryland


$1,00,000


2100


Minnesota


$3,000,000


7412


Utah


$552,000


3200


Washington


$1,00,000


3500


New York


$4,500,000


3500


(holding 1/4 for New Jersey & Connecticut)

(In three earliest primaries, less than 3 weeks of decent media coverage)

-Limits presidential apearances in early states, too

-Testing justification for no fed $ in poll:

a. no primary, shouldn't take tax money
b. in era of cuts, spend moeny on Head Start
c. level playing field with 7 Repub. candidates
B. 3 months in 1995/themes
-May (700 points): 100,000 cops
-September (700) middle class tax cut
-Movember (700) welfare/immigration reform
C. January - August, 1996
-Wall to all coverage @ 250 pts./week
D. Cost and Coverage: Pre-convention period
-National network cost: $10,000/point
-Would cost $113 million, way too expensive
-Construct our own market-by-market buy costing $3500 per point
-Cost: $40 million
-Coverage: 43% of US population
-293 electoral votes (55% of total)
-plus 22 easily winnable elect votes not covered=315 votes (59%)


home . checking out the candidates . the money machine . advocacy ads . interviews
discussion . readings . faqs . synopsis . press reaction . tapes & transcripts
frontline online . pbs online

web site copyright 1995-2014 WGBH educational foundation

SUPPORT PROVIDED BY

NEXT ON FRONTLINE

Losing IraqJuly 29th

FRONTLINE on

ShopPBS