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The Cain Campaign: Selling a Candidate or Selling Books?
National Journal ^ | 10/06/2011 | Naureen Khan and Alex Roarty

Posted on 10/06/2011 12:33:42 PM PDT by SeekAndFind

Businessman Herman Cain, the upstart newcomer in the 2012 Republican primary field, has a new title: serious candidate for president. Once viewed as an interesting if provocative also-ran, Cain has elbowed his way to front-of-the-pack status with former Massachusetts Gov. Mitt Romney, the result of several strong debate appearances, a commanding victory in the Florida GOP straw poll last month, and a stubborn reluctance by conservative voters to accept Romney.

The latest Washington Post/ABC News poll shows the former Godfather’s Pizza executive tied with Perry in second place, with 17 percent of the vote, one of several recent surveys catapulting Cain to the top tier.

But even as he enjoys the fickle embrace of the party’s social conservatives, doubts are being raised about the straight-talking businessman’s legitimacy, and even his motives.

Instead of capitalizing on his newfound momentum by hitting the campaign trail hard, Cain this week opted to spend most of his time promoting his book, This is Herman Cain! My Journey to the White House, which just arrived in retail stores this week. Rather than visit diners in early voting states like Iowa and New Hampshire, he’s signing books at Barnes & Noble outlets in Texas and Washington D.C., although his tour does also include several stops in South Carolina and Florida, two key primary states.

Steve Deace, an Iowa-based talk show host, posed the question on the minds of many people aligned with the Republican Party: “Is that guy running for president or just lining up a book tour?” Deace noted that unlike most of the other candidates, Cain does not have an organized presence in Iowa, the first caucus state.

Cain knows that the doubts about his legitimacy are out there, and he is quick to note that his moves are all part of a strategy for winning the nomination. The book tour was a way of building all-important name identification, he said.

“I have one of the lowest name IDs in this campaign,” Cain said. “And so this book tour not only is going to help promote books, but [it will] get my name ID up. So when people criticize me for being off the campaign trail, that criticism doesn’t hold water. I’ve got to get my name ID up, and this is one of the ways to do it.”

Cain campaign officials insist that not focusing all of the candidate’s energies in the early voting states is in fact a bold tactical maneuver, similar to President Obama’s 50-state strategy in 2008. Campaign manager Mark Block said he’s taking some cues from Obama political strategist David Plouffe’s book, Audacity to Win. In an interview with political reporter Chuck Todd on the MSNBC network Wednesday, Block said, “Iowa and New Hampshire and South Carolina are important, but we’re not betting the ranch” on three states.

“We will be in Iowa and we will be in New Hampshire, but we are not running a one-, two- or three-state strategy,” he said. “It’s the delegates that win this nomination.”

Yet Romney is never asked whether he’s serious about his White House bid, while one of Todd’s questions for Block was telling. He asked him to answer the multiple-choice question of whether Cain was running to be president, to get a political message across, or to become a political celebrity. Block responded that Cain “fully intends to be president of the United States.”

But, as Block also said, the campaign has just 30 staff members spread across five states, fewer perhaps than one of Cain’s former pizzerias. The candidate this week was scheduled for six book signings and just three traditional campaign events.

An e-mail that went out to Cain supporters the day before his upset victory in the Florida straw poll wasn’t about one of Cain’s policy positions but instead offered them a chance to buy a collector’s edition box set of the book, complete with a red case and gold trim. “Consider giving a loved one a copy of This is Herman Cain,” it said. “You wouldn’t be giving them just a book. You’d give them a gift to open again and again.”

Cain spokesman J.D. Gordon noted that going whole hog for the Republican nomination and climbing the bestseller list aren’t mutually exclusive. (Cain’s book ranked 10th on Amazon.com’s bestsellers list this week.) “There’s a natural synergy between the book tour and the campaign, though they are separate events,” Gordon said, adding that no campaign funds are being spent on book promotion.

One GOP strategist said he didn’t think Cain’s book tour was bad strategy – business strategy, at least. Cain knows he isn’t going to win the nomination, despite his recent rise in the polls, said Rich Galen, a Republican consultant and former aide to House Speaker Newt Gingrich, who is also vying for the nomination.

“It’s very smart to leverage his political surge to sell more books,” Galen said. “He’s a smart businessman.”


TOPICS: Constitution/Conservatism; Culture/Society; News/Current Events; Politics/Elections
KEYWORDS: campaign; draftbobmcdonnell; hermancain; markblock; primary
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1 posted on 10/06/2011 12:33:43 PM PDT by SeekAndFind
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To: SeekAndFind

Funny...Hussein who accomplishes nothing and writes 2! books about Himself...didnt get articles like this...


2 posted on 10/06/2011 12:37:42 PM PDT by blasater1960 (Deut 30, Psalm 111...the Torah and the Law, is attainable past, present and forever.)
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To: SeekAndFind

I should say it amazes me, but it doesn’t. There’s always some pundit somewhere who can be found to mouth a pet theory. Cain’s book tour, unexpectedly, is through states with early primaries, Florida and South Carolina, as well as other, adjoining, southern states. IIRC there was some hoopla a short while ago about Rick Perry’s book. I for one don’t see an issue with this, other than anything one does is grist for the opposition. Cain’s success will be determined through the primary process. This is true of all the candidates. Frankly, I don’t give a damn what any pundit (or supporter of candidate “X”) has to say. The man will run his own campaign. We’ll see where it gets him.


3 posted on 10/06/2011 12:40:57 PM PDT by bcsco (A vote for Cain will cure the Pain!)
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To: SeekAndFind

:l) Good morning, seek and find. Herman Cain doesn’t have to sell himself. He just has to be h8imself, and the voters love him. Have a nice day.


4 posted on 10/06/2011 12:43:50 PM PDT by Paperdoll (I like Herman Cain!)
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To: SeekAndFind
Steve Deace, an Iowa-based talk show host, posed the question on the minds of many people aligned with the Republican Party: “Is that guy running for president or just lining up a book tour?”

One thing about Steve Deace: he is always willing to "help" the Iowa GOP.

5 posted on 10/06/2011 12:43:59 PM PDT by niteowl77 ("Romneycare," he said as he turned and walked away.)
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To: SeekAndFind

The MSM is desperate to undermine support for Cain because his nomination flies in the face of everything liberal reporters and politicians have been saying for decades.


6 posted on 10/06/2011 12:45:11 PM PDT by Erik Latranyi (Cain for President - Because I like the content of his character)
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To: SeekAndFind

“doubts about his legitimacy”????? Look what we have now.


7 posted on 10/06/2011 12:45:29 PM PDT by RC2
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To: bcsco
Yup. Didn't Perry write a book? And Romney, Pawlenty, Newt and every other serious candidate? Who didn't?

The county clubbers whine that they don't know enough about Herman Cain. Now they whine because he writes a book to introduce himself. What was he supposed to do? Go kiss their rings and get their blessing first?

8 posted on 10/06/2011 12:45:55 PM PDT by Vigilanteman (Obama: Fake black man. Fake Messiah. Fake American. How many fakes can you fit in one Zer0?)
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To: SeekAndFind

This reads like a non-too-subtle attempt to put Herman Cain’s candidacy into question so that conservative Republicans will wonder whether he is worth backing or just a dilettante on an ego-trip. I think Herman Cain is neither. This article is way off-base and most likely, deliberately so.


9 posted on 10/06/2011 12:46:38 PM PDT by Jim Scott
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To: SeekAndFind

Why should Cain campaign when he is working as an attack dog for Romney against Perry and hoping that if Romney is the nominee he would pick him as his VP.


10 posted on 10/06/2011 12:46:38 PM PDT by jgge
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To: SeekAndFind

Both!
What better way to meet and greet the public.
I love book signings and you can really root out the truth eye to eye.
I would love to have a signed book by the next president of the United States.


11 posted on 10/06/2011 12:46:57 PM PDT by lucky american (I'm tired.)
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To: All

Well Well, lol

It didn’t take long for the Establishment to start their attacks on Herman Cain. I’m still waiting for one attack on Romney, just one.

BTW, There is no hindrance to a few book signings in running a campaign. As a matter of fact, it’s a good way to meet and greet and get your message out.

Cain’s schedule will consist of much more than book signings lol.


12 posted on 10/06/2011 12:48:59 PM PDT by rbmillerjr (Leaning toward Cain.....picks up....smacks Obama bout the head N shoulders)
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To: jgge
Why should Cain campaign when he is working as an attack dog for Romney against Perry and hoping that if Romney is the nominee he would pick him as his VP.

Your tinfoil hat is askew.

13 posted on 10/06/2011 12:48:59 PM PDT by Jim Scott
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To: jgge

Sorry, He is no attack dog for Romney or anyone!
Please don’t insult our intelligence with stuff like this.


14 posted on 10/06/2011 12:49:33 PM PDT by lucky american (I'm tired.)
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To: bcsco

For those who want to see Herman Cain suceed, please send your generous check to: Merman Cain, Inc., Friends of Herman Cain, Inc., P.O. Box 2158, Stockbridge, Georgia 30281. To ensure that your contribution is included in the quarterly report, please make sure it gets to him before October l5. Thank you so much.


15 posted on 10/06/2011 12:49:35 PM PDT by Paperdoll (I like Herman Cain!)
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To: SeekAndFind

The MSM thinks that Perry has self-destructed and is finished after the contrived “Niggerhead” story written by the crime-ridden reporter for the Washington Post.

Now, they are turning their sights on Cain.

Meanwhile, Romney walks toward the nomination.


16 posted on 10/06/2011 12:52:34 PM PDT by Erik Latranyi (Cain for President - Because I like the content of his character)
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To: lucky american

I think you can get his signed book eithr at his website or at Amazon. I am ordering several for Christmas gifts.


17 posted on 10/06/2011 12:53:11 PM PDT by Paperdoll (I like Herman Cain!)
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To: Paperdoll

Why can’t someone walk and chew gum at the same time?

This writer seems to think that you cannot simultaneously campaign and sell your book. Such a narrow thinker....


18 posted on 10/06/2011 12:53:25 PM PDT by SeekAndFind (u)
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To: All

Interesting that this hit piece mentions the older ABC Poll and fails to mention the more recent CBS Poll that shows that Cain is tied with Romney at the top and well ahead of Perry.

Well, it’s transparent if nothing else.


19 posted on 10/06/2011 12:53:40 PM PDT by rbmillerjr (Leaning toward Cain.....picks up....smacks Obama bout the head N shoulders)
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To: Vigilanteman
This is a concerted effort by Perrybots to attack Cain. I looked at where the first primaries are, South Carolina and Florida, and guess where Cain's time has been spent (and will be spent) during this week and next, Florida, Texas, Virginia, South Carolina...

Yes, he's promoting his book during his campaign. But this is an attempt to show he's not focused on running but on making money. These Perrybots are way over the top and will attempt anything to put other candidates in a bad light. Unintentionally, they are showing just how duplicitous the Perry campaign may be...

20 posted on 10/06/2011 12:55:30 PM PDT by bcsco (A vote for Cain will cure the Pain!)
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