Political.com released a very interesting article today about McCain’s excessively negative campaign tactics:
McCain seems to have made a choice that many politicians succumb to but that he had always promised to avoid — he appears ready to do whatever it takes to win, even it if soils his reputation.
“We recognize it’s not going to be 2000 again,” McCain spokesman Brian Rogers said, alluding to the media’s swooning coverage of McCain’s ill-fated crusade against then-Gov. George W. Bush and the GOP establishment. “But he lost then. We’re running a campaign to win. And we’re not too concerned about what the media filter tries to say about it.”
Rogers, who hung tough with McCain through the dark days of the primary and has lived through every high and low of this turbulent and unpredictable race, argues that they tried to run a high-ground campaign and sought to keep the candidate in front of the media in the fashion he enjoys. His point: No one paid any attention.
“We ran a different kind of campaign and nobody cared about us. They didn’t cover John McCain. So now you’ve got to be forward-leaning in everything,” he said.
Rogers concedes that they were understandably overshadowed by the historic Democratic primary through June, but contends that even after the general election began they could get attention only when McCain committed a gaffe.
“When he’s sitting in back of a bus and getting questions about Viagra, I think we understand at that point you’ve got to make some tactical adjustments,” he said, recalling a particularly awkward gotcha-of-the-day moment on McCain’s bus in early July.
A senior adviser to the campaign echoed Rogers’ point: “Some of the traditional tactics we did for a long time weren’t working, so we adjusted.”
All I can do is hope this kind of campaign won’t be rewarded.