Word: squier
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Dates: during 1970-1979
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Garth and Deardourff, who both have staffs of more than a dozen and earn upward of $200,000 a year, are not the only stars of the image game. In Florida, for example, Media Expert Robert Squier brought Robert Graham out of obscurity to win the Democratic gubernatorial nomination. His commercials showed Graham, a millionaire landowner and Harvard Law School graduate, getting his hands dirty alongside the working men at 100 different jobs around the state. In Alabama, Fob James, a millionaire sporting-goods magnate, used Memphis Media Consultant Deloss Walker plus $1 million to convince voters through television that...
Later rather than sooner if the recent primary elections are any indication. Last week, in the wake of the Wisconsin upset, the forces of Marshall McLuhan were in disarray. Edmund Muskie's media consultant, Robert Squier, resigned because he was no longer wanted; the candidate pronounced political TV spots an "abomination" and promised not to use them again in the campaign. After his badly mauled client John Lindsay quit the presidential race, Media Wizard, David Garth, confessed that TV is "highly overrated in importance. A multitude of commercials-good, bad or indifferent-will dilute all television influence." Overloaded...
Fireside Chat. For Squier, it was a rude awakening. If anyone deserved the credit for launching Muskie as the presidential front runner, he did. A TV producer who worked for the Humphrey campaign in 1968, he staged the 1970 election-eve TV appearance in which Muskie clobbered Nixon in the image ratings. After viewers got a glimpse of the strident, gesticulating President, they were soothed by the sight of Muskie calmly sitting in a home in Maine. While the fire crackled in the background, he made a plea for reasonableness in fatherly tones. All that was lacking in the scene...
From that spectacular moment, Squier was never very far from Muskie, constantly filming the candidate as he made his political rounds, boring or not. After Joe McGinnis had exposed the fakery of Nixon's TV campaign in The Selling of the President, 1968, media experts made a point of keeping productions as "natural" as possible. Squier was sure he had a natural in Muskie. "He handles himself well in a variety of situations, so you're safe to cover him at everything," Squier said in January. "What we really want are people who will...
...slept little; his wife Jane later told a staff aide that "Ed got up every ten minutes." The next day brought several more revisions, and not until 10 p.m., some five hours late, did the taping begin. The TV crew, hired by Muskie's TV consultant, Robert Squier, was the same that had filmed his successful 1970 election-eve speech...