Uh, I think that there they tend to make two basic mistakes.

They think of television as on Lee, a visual medium, and they tend to concentrate on the conflict between candidates.

They focus on television commercials, but we do as many radio commercials in the campaign as we do television commercials.

It's very important there.

65 million people driving toe work every day with their radios on so you can reach these people in a very intimate setting.

Radio is very, very powerful in politics, and also you can go into things that don't attract visual attention to themselves.

One of the people I've worked with on many campaigns is Richard Dresner.

I called Dick Dresner and most people do.

He is a specialist and political strategy in research and in, uh, media buying.

He's tops in all these areas.

We use radio, all of our political campaigns.

Um, we use television Maur because political campaign said to be short radio for politics, toe tends to be a medium that takes more time to get your message through, because it's reaches more limited.

But the message is just is powerful and it's a it's an important supplement.

Radio and television are Elektronik media, and we generally always use both, but it's it's it's a lot easier to just have to cope with the problem.

Okay, Have so many dollars for media put it all to television.

I won't have to worry about creating radio so often.

Radio is an afterthought.

We've worked on some campaigns, Um Moynahan, Paul Hawkins, some others where radio was a really crucial variable.

There are in Alabama last time there were areas you couldn't reach with television that you could reach with radio.

Same thing in West Virginia.

Mike Rohan is another person I've worked with over the years.

He actually was a school teacher for Eskimo Children and got involved in politics in Micro Bells campaign.

Uh, but we've worked on campaigns for Bob Carr in Congress and for Congressman Ike Skelton on many other campaigns, and he's a top top research person.

He goes political research, and he was research director for Helen Noten, which is one of the largest PR firms, and he's now has his own company, just specializing in research.

Well, I think radio is fabulous medium, uh, run.

Hold campaigns with radio.

Um, uh, it's it's on unbelievably powerful medium.

For example, Uh, one of the things we did with Tony was when Andrew Young ran his first campaign.

Um, in Atlanta, he was running against a conservative congressman.

The research showed that he had to get, um that he was right on the issues.

Okay, but race, of course, was going to be the major issue.

Okay, there's the early seventies in in, uh, Atlanta.

He needed to I kind of like middle class white votes for every black vote he got, even if he got 90% of the black vote in order to win now.

So nobody knew him outside the black community.

And when Tony and I listened to him, he was so fabulous.

His voice is so fabulous cause he's a Southern preacher.

Okay.

Ah, lot like the white people who are on television today.

And, uh, but like, beautiful, you know, he would say things like, um, you know, there's no such thing as black unemployment and white unemployment.

There's just like, not having a job.

It's really the same experience.

There's no such thing as black pollution or white pollution.

There's just, you know, coughing on the bus in the morning.

All right?

And stuff like that.

So we did.

We did that in radio.

Uh, and, uh, the people who responded to the message okay, responded across the market.

Okay?

Racially.

All right.

So they liked Andrew Young before they found out that he was black.

It made a big difference, I think.

Ineffective he was he was able to get past the psychology.

You see, the television, in a way, is like, very powerful, because it brings everything to you for for somebody Where, um, black is a filter, okay.

And a scream by which they're gonna go on.

You know, I'm offended by that.

Um, this, like, cuts through, goes right into the brain.

I got interested in the whole nuclear question when I bought a copy of the New York Times Sunday Times in May 1940 I saw an article about this future source of energy, and I thought, you know, this is just like the world's fair.

They spoke of the city of the future in 1939 I never saw it.

We still don't have it today.

In fact, we have cities of the past.

But, uh uh, I want one would come about.

And when the bomb went off in 1945 I said, There it is.

And I've been concerned with this question every since and in the 19 fifties and sixties.

I would do spots on nuclear question and supporting the U.

N as the best chance of avoiding nuclear destruction.

And I did this commercial on W N.

Y C that went like this.

Want to faII for 5689 12 part in 16 18 10 Hey, never thanks Young and old.

Another world war means death for us all support the United Nations in the 1964 presidential election, Doyle Dane, burn back came to me and asked me to work on the sound for six or seven commercials.

I actually did seven.

And you know, I was very expensive at that time for all seven.

I charged them $1500 and, uh, on one of them.

Well, they asked me to do a five minute spot on alternating nuclear count towns of Russian in English, and I did that.

And then they had President Kennedy and Johnson speak about how they were for dealing with questions of nuclear control and things like that.

Then they said what we do for a minute version of this And I said, I have it right here on the wall and I went to the wall and took off that W N Y c commercial.

I did and said, All you have to do is put the words of President Johnson on the end of this and you have the commercial.

They flipped over it.

I said You could take a little girl or a little boy picking the petals off a daisy and go in on the daisy.

And you have a beautiful spot and cross those off to the explosion.

Well, they did a beautiful.

They shot this and they did a beautiful job on that.

But they went into the eye of the little girl.

And, uh uh, they actually gained me scripts and told me to take certain lines of President Johnson out and I gaming the tapes, and I listened to the tapes that they gave me the parts that they gave me, and they just didn't sound right.

They may have been correct.

Intellectually, but they didn't sound right.

Uh, they didn't move you emotionally.

So I listened through five hours of Rose Garden speeches of Johnson.

And I found the words that I wanted, and I cut it down to what we used on the commercial in the end.

And here it is.

Great.

Why great?

Yeah.

Why The way our steaks To make a world in which all of God's Children can live hard to go into the dark we must either love each other are we must die.