Word: perots
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...Perot promptly cut it in half anyway. He balked at direct mail, for instance. You mean, he said, the kind of junk I throw away? Perot also recoiled at the idea of polling. That's what ordinary candidates do, he said; I don't need it. Despite that opposition, Rollins took on a pollster and labeled the effort "market research...
...biggest dispute was over broadcast advertising. Jordan, in charge of strategy, wanted to get started quickly. Perot approved some preliminary work but deferred any final decisions. He had made his initial splash on TV talk shows and insisted that he could continue to communicate that way for free. The argument that he had to reach a much broader audience left him cold...
Media coverage had already moved from its gee-whiz phase to the relentless scrutiny that new candidates always suffer. I've hired all you guys, Perot complained last month, and now I'm getting a lousy press. His way of dealing with that was to carp about criticism and Republican "dirty tricks" rather than take initiatives that command positive attention. In early July, with the campaign sagging, Jordan confronted Perot. It isn't working, the veteran told the novice. Unless you let us make some basic changes, I'll quit. Perot wished Jordan well and said he should leave anytime...
Rollins then took his turn at facing down Perot. It's time to make some decisions, Rollins argued, time to define yourself in voters' minds before your rivals and the press do the job their way. Perot put him off. The deal breaker from Rollins' viewpoint was Perot's dismissal of Hal Riney, whose firm Rollins had retained to create TV commercials. Perot thought Riney's fees far too high. Why should I spend $100,000 to shoot a single ad, Perot demanded, when I can get as much free time on talk shows as I want...
...reasons for Rollins' and Jordan's sense of urgency were obvious. Starting in mid-June, the growth of Perot's support stalled, then turned downward. In a TIME/CNN survey conducted on June 3 and 4, Perot led his rivals with 37%. Five weeks later, in a TIME/CNN poll conducted just before the Democratic National Convention, Perot...