Word: ticket
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Dates: during 2000-2009
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...Your Rival Even after a long, hard primary fight (and sometimes because of it), the ultimate winner almost always has to consider bringing the loser aboard the ticket. That's what Ronald Reagan did when he picked George H.W. Bush in 1980 and how John Kerry came to choose John Edwards in 2004. Sometimes party unity simply demands it. "We ended up with the obvious choice," says adviser Bob Shrum of Kerry's decision to tap Edwards. "People in the party overwhelmingly wanted...
...Hire Some Pizazz Some nominees find themselves in need of excitement. That explains why Walter Mondale tapped Geraldine Ferraro, the first woman on a national ticket, in 1984. "This is an exciting choice," he said at the time. Within weeks, Mondale did not see it that...
...back in 1988. That year he stunned nearly all his advisers when he tapped someone whose Midwestern roots were an antidote to his privileged Kennebunkport background, who was young to his old, who could balance his moderation with a dose of conservatism, and came up with Dan Quayle. The ticket beat the Democrats that fall, but by 1992 even Bush was trying to nudge him off the ticket. The ploy failed. Which is a reminder that however you choose a running mate, another rule will always apply: hard as it is to find a good one, it is sometimes harder...
...military officers. They've spent years smartly saluting and being saluted, issuing and carrying out orders. That's probably not the best prep for a role in which persuasion and cajolery are vital. But none of that dims the luster a former general or admiral can bring to a ticket. Officers tend to be mediagenic: slender, ramrod straight and well spoken, especially on foreign policy matters. (Well, there was the exception of the late James Stockdale, Ross Perot's running mate in 1992, a retired Navy vice admiral who famously opened that year's vice-presidential debate by saying...
...Robert Scales, a retired Army major general, suggests that having a military officer on the ticket is a mixed blessing. "The great strength of a military guy would be credibility on national security," says Scales, a military historian and former commandant of the Army War College. "The great weakness is that he lacks any type of regional attraction, which, to my mind, is really the primary purpose in picking a running mate." Indeed, military officers often move every three or four years, essentially making them political transients...