Milford chronicle., 1960-08-19
Campaign Forecast: Greater Use
OF The Mailed Fist"

being placed on what the Kennedy
people call position papers and
the Nixon people call subject
pamphlets" For over a month now,
Kennedy's brain trust Profess
ors John Kenneth Balbraith, Archi-
bald Cox and Seymour Harris of
Harvard; Paul Samuelson of NJ. /.
T.; Richard Lester of Princeton
and host of other academicians-
have been preparing fully-docu-
mented treatises on such diverse
issues as social security, farm par
/ tiles and u. S.-SoViet relations that
will be mailed to any voter demand
| ing classification on where the can
didate stands.
/ Because Nixon must run on the
Administrations performance, his
pamphlets do little philosOphizing,
defend the Eisenhower track rec
ord, and are mailed only to lead
| ing opinion makers" To close the
gap, the G. o. p Women's Division
has been blitzing the mass elector-
ate with a "Dial-Your-Answer"
mailing piece. 1t asks the same
questions Kennedy may pose in the
forthcoming TV debates, but comes
up with Nixon's answers.
In corralling elegates-at-large
both Nixon and Kennedy made
much of the direct mail technique
Where the Kennedy forces used
the gamit of personal letters
! c'Dear Joe Cordially, Jack")
the Nixon people went their oppo-
nent one better, mailed out thou
sands of small plastic phonograph
discs containing recorded messages
from the Vice President.
And if any evidence is needed to
show that campaigning 1960-style
has become an exact science, BMF
finds that nothing could beat the
clock-work with which the Ken
nedy team had ready for mailing
the night of the nomination hand
some statistical manual for state
chairmen and district workers out
lining how and where the battle is
| to be staged" BMF also cites a
smart Republican play: that of cap
italizing on the latest Kremlin chill
by promptly blanketing the coun-
tryside with the now-classic photo
graph showing Nixon sternly wav-
ing a finger in Khrushchev's face
at last summers Kitchen Debate"
in Moscow's Sokoliki Park.
Fund raising, admits G. o. P.
publicity chief L. Richard Guylay,
wouldn't be possible without di-
rect mail" He wakes ecStatic over
the response to mammoth (1.5
million) mailing directed earlier
this year to those party stalWarts
who couldn't make the Salute to
Ike" dinner staged via closed cir
cult TV; offered a medallion hon
oring Mr.. Eisenhower, thousands
of Republicans showered change on
G.. o. P. headquarters. Currently,
Republicans are being sent minia-
ture elephant banks with tags at
tached reading feed me and mail
me"-presumably back to Washing
ton. The Democrats, on the other
hand, are selling by mail giant
cookbook listing favorite recipes of
such gourmets as Jefferson, Jack
son, Wilson, FDR and Truman.
O1 q 1On-Jdl I1olAA l1OtC1 L11O fA0-
vertising Council, in conjunction
with the American Heritage Foun-
dation, is using direct mail in it's
Don't Pass The Buck (. Give a
Buck to the Party of Your Choice"
campaign; while Ford Motor Co.
is sending letters to its 100000 en-
ployees urging them to do like
wise.
According to the Business Mail
Foundation, which represents the
country's burgeoning direct mail
industry-fro $500 million in 1850
to So billion today-'what is hap
pening on the political scene mere
ly reflects the obvious: namely that
direct mail does more than merely
sell products for a profit.