1980 CAMPAIGN
Here we are. In the intense throes of campaign season when politicians
desperately vie to convince voters of their great plans and good intentions. It’s a
barrage of information laced with seduction, talking points, mystery, more talking
points, and contradiction. After the spotlights go out, after the last commercial
runs, after the last debate is held, what stands out? What will get your vote? What
do you remember influenced you during Ronald Reagan’s campaign in 1980?
Here’s what you might not know …or what you might have forgotten.
Aristotle taught that “Character may be called the most effective means of persuasion.” When Peggy Noonan
wrote about Ronald Reagan, she named the book, “When Character Was King.” It seems above all, this quality
- President Reagan’s character – strong, warm, optimistic and principled – that captivated voters beyond what
any political strategist could create. It was this character, this powerful sense of who he was and what America
needed most that brought renewed prosperity to not only our country, but to freedom loving people across the
globe. In the end, former British Prime Minister Thatcher expressed the net result of her friend’s leadership by
saying, “He achieved the most impossible of all political tasks: changing attitudes and perceptions about what is
possible.”
Like today, America in 1980 was at a crossroads with the Carter presidency increasing America’s desire for a
strong leader. When President Reagan signed up, he knew it was crucial that all Republicans needed to sing
from the same side of the hymnal. First point of what you might not know about the 1980 campaign:
1. In 1978, Ronald Reagan actively lobbied the Republican Party to adopt a straightforward
platform. He challenged the Party to “reshape their party and its message.” On several occasions,
the brazen yet determined candidate made his intentions clear that, “At the heart of that message
should be five simple, familiar everyday words. No big economic theories. No sermons on
political philosophy. Just five short words: Family, Work, Neighborhood, Freedom, and
Peace.” The candidate continued, “Republican candidates for every office should make these
words the heart of their message. Anything we have to tell the voters should eventually come
back to these five words.”
Advisers? Of course, Ronald Reagan had plenty, but some of the best counsel was provided by an exiled,
former president.
1 2. During the 1980 campaign, President Nixon made it a point to keep in touch with Reagan, using
his former speechwriter Ken Khachigian as the primary channel. In private meetings aboard
LeaderShip80, President Reagan’s advisers solicited Nixon’s advice, although it was understood
on both sides that anything Nixon said would be kept secret for political reasons. Above all,
Ronald Reagan believed Nixon knew more about Washington than anyone else. “Nixon
uniformly gave excellent advice,” recalled Khachigian. “When he was not dealing with his own
campaigns, he was an extraordinary analyst.”
As for media, recall that it was 1980 and…
3. The Republican National Convention on July 17, 1980 in Detroit’s Joe Louis Arena was covered
by ABC, NBC, CBS with a moderate presence by CNN which was only 5 weeks old. The Wall
St. Journal described it as “what was extreme conservatism 16 years ago, now is politics with
mainstream appeal.”
What was going on in the rest of the world in 1980?
4. Billy Joel’s album, Glass Houses, topped the charts and his hit, “It’s Still Rock and Roll to
Me” was the number one single in the country. Gasoline had nearly doubled in cost over four
years, rising from 77 cents to $1.30 per gallon and more; Taxes not including Social Security,
had gone up 30% but personal income had risen only 20 percent. Inflation had continued –
depending on the day – 17%, 17.5%, 18%... coining a new term – stagflation signaling the duet
of flat economic growth and inflation.
Ronald Reagan was running against an incumbent. What were his odds?
5. Americans don’t like to boot presidents out of office. As of 1980, in 20 previous elections dating
back to 1900 – only twice in 1912 (incumbent Taft lost to Wilson) and 1932(incumbent Hoover
lost to FDR) – had the American people found sufficient reason to eject the elected incumbent.
Therefore, President Reagan’s odds weren’t great.
Ok, he’s running against an incumbent. He must have been determined to get off to a great start?
6. The Reagan campaign in Iowa was so disorganized; he passed on the Des Moines debate. Gerald
Ford criticized President Reagan for not debating, saying, “those who do not participate will be
the losers.”
Before the New Hampshire primary, how was our candidate Reagan doing?
7. On January 11, 1980, the Des Moines Register released a new poll showing that Reagan’s
support among GOP voters had plunged from 50% in December to 26%.
Because of these dismal polls:
8. Reagan campaigned so intensely and at such a frenetic pace for 10 days in New Hampshire, that
the reporters on Reagan’s campaign bus posted a sign, “Free the Reagan 44.”
The Road to the White House while paved with good intentions was not smooth. Recall that:
2 9. On the eve of the New Hampshire primary, John Sears was removed from his capacity as
campaign chairman and replaced by Bill Casey. Of Sears’s firing, Reagan advisor Lyn Nofziger
commented, “They finally got Rasputin, didn’t they?” But all was not perfect. As new campaign
chairman, Bill Casey was inexperienced - he had never run a national campaign and … no one
could understand what he said. His nickname? “Mumbles.”
Besides John Connolly, Howard Baker, John Anderson, and George H.W. Bush, were other contenders
hot on Reagan’s heels?
10. On March 7, 1980, ABC News reported that “former President Ford, who four years ago went to
the political mat with Ronald Reagan and won, is apparently very close to getting into this year’s
contest to try and head Reagan off once again.” Reagan kept his cool. When reporters asked why
Ford might be willing to give up the golf links for the campaign trail, Reagan joked, “Maybe
he’s developed a slice.”
Delegates, oh, delegates and how did they size up after the victory in New Hampshire?
11. Big day – in South Carolina, Reagan took 54% of the vote, in Alabama - 69% of the vote, in
Georgia - 73% of the vote. Days later, he won big in Louisiana, with Reagan at 372 delegates to
only 72 for Bush and 57 for Anderson. In Texas, Reagan beat George Bush by 51% to 47% and
at that point, Reagan announced that Bush had “no mathematical excuse for continuing.” When
asked why Reagan thought he did so well in Texas, he replied of Bush, “It’s because the people
of Texas are aware that he has also run as the native of three other states.” By May 6 – the
Reagan juggernaut wiped out Bush in Tennessee, North Carolina, and Indiana. By the end of
May, he continued winning, amassing almost the magic number of 998 delegates. A new ABCLouis Harris poll had him in front of Carter 39-33 %, with John Anderson at 23%.
By late May, weren’t all Republicans working for Reagan?
12. On the stump in Texas, Leon Jaworski, the famous Watergate prosecutor and supporter of
George Bush, criticized Reagan. “Is it to be Ronald Reagan, extremist, whose over-the-counter
simplistic remedies and shopworn platitudes…or is it George Bush, moderate, sensible and
sound in his views and objectives?”
OK, after the Republican Convention was over and Reagan was back on the trail, where did things
stand?
13. In mid-September 1980, polls documented that in two crucial areas Reagan was losing. By a 4840 percent margin, voters sided with Carter’s interest in seeking military parity with the Soviet
Union. And they sided with Carter on the issues of tax cuts, opposing them by a margin of 51-39
percent.
What about October?
14. On the last Friday in October, the Bureau of Labor Statistics released the final inflation report
before the election. In a town hall meeting, Carter claimed that the bad inflation report was just
one more reason why Reagan’s huge tax cuts would never work. Inflation for September 1980,
the last month measured, was one full percent, making the annualized rate 12.7 percent. This
3 marked the third year in a row of double-digit inflation. Everything was up again: food, gasoline,
clothing. It became a perfect opportunity for Reagan to nail Carter on the new inflation report.
And the morning of the debate in Cleveland, how were the polls on October 28, 1980?
15. In the morning paper, the Washington Post led with a big story that “Carter Goes Into Debate
with Lead in New Poll.” That poll was disclosed by Gallup who reported that voters have moved
“sharply toward Carter in the last two weeks, a six-point shift that now gives the president a 3point lead over his Republican challenger.”
He didn’t appear to be nervous during the debate. Was he?
16. The day after the debate, Ronald Reagan had been asked if he was nervous about being on the
same stage as the President. He smiled, “No, I’ve been on the same stage with John Wayne.”
There you go again, Mr. President. There you go…and the rest is history.
Click here for Ronald Reagan’s Campaign Trail Summary.
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