In
early September 1972 John Bartlow Martin, who had worked as a speechwriter for
every Democratic presidential candidate since Adlai Stevenson in 1952, traveled
to Washington, D.C., to offer his writing skills for his party’s new nominee
for the nation’s highest office, George McGovern, U.S. senator from South
Dakota, in his longshot effort to unseat incumbent President Richard Nixon.
In
the early primaries leading up to the Democratic National Convention in Miami
Beach, Florida, Martin, who had been teaching at Northwestern University’s Medill School of Journalism, had supported the candidacy of Edmund Muskie. “The thing
I like about him is his thoughtfulness. He’s not erratic, not impulsive,”
Martin said, and he sometimes traveled with the senator or went to Washington,
D.C., to meet with Muskie’s senior advisers, including Clark Clifford, Jim Rowe,
and U.S. Senator Al Gore Sr. Muskie had been an effective vice presidential
candidate running with Hubert Humphrey in 1968, and, four years later, political
pundits crowned him as the front-runner for the nomination.
Muskie
had piled up endorsements from several of the nation’s leading Democratic
politicians, who expressed admiration for his “Lincolnesque” calm and aura of
electability. The man from Maine stood, they all agreed, as the only Democratic
candidate capable of defeating Nixon. The early campaign failed to excite
Martin, who wrote a friend that he believed the politicians were doing their
best to “bore the people to death. I’ve never seen a year with so many
candidates, so many primaries, and so much vacuity.”
The Muskie
presidential boom imploded, however, after the crucial New Hampshire primary in
early March. Muskie won the primary, but by a smaller margin than many had
predicted, seriously damaging his stature as the inevitable choice of the
Democrats for the November election; by late April he had dropped out of the
race. In the end, Martin said that Muskie proved to be “a surprisingly weak
candidate, and he was overwhelmed by the sudden surge of revolt and
fragmentation that swept the Democratic party.”
The
beneficiary of Muskie’s fall from grace was McGovern, the prairie populist
described by Robert Kennedy as “the most decent man in the Senate,” whose
strong showing in New Hampshire and straightforwardness impressed even
conservative members of his party. He had articulated his campaign theme, “Come
Home, America”— what he called a restatement of America’s treasured values—at a
March 21, 1970, speech in Denver before a roomful of fellow Democrats. McGovern
called upon the nation to “come home from the wilderness of needless war and
excessive militarism to build a society in which we cared about one
another—especially the old, the sick, the hungry, the jobless, the homeless.”
Such a message seemed tailor-made for the huge influx of young voters now
eligible to vote because of the passage of the Twenty-sixth Amendment adopted
in 1971 that had lowered the voting age from twenty-one to eighteen.
With
Muskie floundering, McGovern used his effective grassroots organization, drawn
to his sincere commitment to end the Vietnam War, to achieve victories in such key
primary states as Wisconsin, Massachusetts, Nebraska, and California. McGovern
survived a bitter, last-ditch effort from Humphrey to deny him the presidential
nomination at the convention in July. The GOP tried to win over the blue-collar,
normally Democratic voters who had turned to George Wallace in 1968 by
repeating the erroneous charge from his fellow Democrats that McGovern was the
candidate of the three A’s—Amnesty (leniency for those who resisted being drafted
to fight in Vietnam), Abortion (favoring legalized abortion before the U.S.
Supreme Court’s 1973 Roe vs. Wade
decision), and Acid (the legalization of drugs, in particular marijuana). As
the son of a Methodist minister and a decorated World War II bomber pilot,
McGovern disputed the notion that he was too militant to be president, noting,
“Ordinarily, we don’t send wild-eyed radicals to the United States Senate from
South Dakota.”
Just
eighteen days after the Democratic convention ended on July 13, McGovern’s
quest to topple Nixon suffered a fatal blow when his vice presidential running
mate, Thomas Eagleton, a first-term, politically moderate U.S. Senator from
Missouri, stepped down. The McGovern team had turned to Eagleton, a Muskie
supporter, after their candidate’s other choices for the job, including Ted Kennedy, Humphrey, and Walter Mondale, had turned him down, and after Eagleton
had assured them he had no skeletons in his closet that might come back to
haunt them.
In
the days before extensive background checks were a regular part of such
decisions, McGovern and his staff were unaware that Eagleton had been
hospitalized for physical and nervous exhaustion on more than one occasion and
had twice received electroshock (today known as electroconvulsive) therapy. Reports
about Eagleton’s medical problems began circulating among the national press.
“I was not plagued with haunting memories of my medical past,” Eagleton later
said, adding that he did not consider what had happened to him “as illegal or
immoral or shameful.” He said his health problems were the furthest thing from
his mind when McGovern asked him to be his running mate, and compared his health
problems as nothing worse than “a broken leg that had healed.”
GaryHart, one of McGovern’s top advisers, noted that Eagleton’s health issues had even
escaped the scrutiny of the senator’s home state newspapers, including the Saint Louis Post-Dispatch, well regarded
for its investigative journalism. “Those who claim the McGovern staff could, or
should, have uncovered this kind of information about an individual not even
under serious consideration prior to the convention don’t know what they’re
talking about,” said Hart.
Before
all the facts about Eagleton’s health had been presented to him, McGovern
impulsively and unwisely told Dick Dougherty, his press secretary, to put out a
statement that he was “a thousand percent behind Tom Eagleton.” Later, McGovern
talked to Eagleton’s psychiatrists and learned specific details about his
running mate’s medical history that he believed “raised serious doubts about
his capacity to carry the burdens and responsibility of the presidency.” Calls
were also coming from the editorial pages of major national newspapers,
including the Washington Post and New York Times, for Eagleton to resign
from the ticket.
On
July 31 Eagleton finally agreed to do so, and a special session of the
Democratic National Committee ratified McGovern’s replacement candidate, former
Peace Corps director Sargent Shriver. McGovern’s reputation for competence and
integrity took a major hit with the Eagleton affair, as the public sympathized
with the Missouri senator, who had stonewalled any release of the most damaging
details about his previous hospitalizations, making McGovern the villain in the
affair in the eyes of the public. “I did what I had to do,” McGovern noted
years later, “but the Eagleton matter ended whatever chance there was to defeat
Richard Nixon in 1972.”
The
fifty-seven-year-old Martin went to Washington in early September 1972 to start
working as a McGovern speechwriter. From that point until Election Day in
November, he traveled back and forth between the nation’s capital and his
Illinois home so he could teach his classes at Northwestern. While in
Washington, Martin stayed at the Hay-Adams Hotel and toiled out of offices on
the seventh floor at McGovern headquarters at 1910 K Street, an eight-story
former apartment building that had also once been Muskie’s campaign
headquarters.
Several
people asked him to assist McGovern, Martin recalled, and he could not resist
helping anyone who ran against the one man he most despised in politics—Nixon. Headquarters
had the uproarious and informal atmosphere of a college dormitory, with “scores
of barefoot girls in blue jeans and boys in long hair and beards racing about
mindlessly, taping up funny signs in the corridors,” said Martin. With
affection, Hart described the offices as possessing an “exquisite madness,” and
praised the “unbound enthusiasm and wry humor” possessed by the young staff and
volunteers.
Martin
possessed a more jaundiced view of the proceedings, recalling that if he left
his desk unguarded at headquarters, he found upon his return that his pens,
paper, and sometimes even typewriter had vanished. “The kids are rude,
insensitive, heedless, discourteous,” he said. “Not all; but most.” His arrival
had “raised the average age of the staff to 10 ½,” Martin said in a letter to
his wife, Fran. Lawrence O’Brien, named chairman of the fall campaign by
McGovern to ease the concerns of traditional Democrats, wondered what he might
be getting himself in for when he noticed that the sign over the door at the
headquarters did not include any mention of the Democratic Party. McGovern’s
followers seemed to view the party as the enemy, “or at best as a slightly
repugnant means to an end,” said O’Brien.
Latecomers
to the McGovern cause were often treated harshly by those who had been with
McGovern from the beginning. Robert Shrum, who had written speeches for Muskie
before assuming the same role for the South Dakota senator, noted that
“resentment toward those who hadn’t been with McGovern from the start were
rife.” According to Martin, the “cocksure young staff” jealously guarded access
to the candidate.
At McGovern
headquarters, however, Martin worked with two men he knew from previous
presidential contests—Ted Van Dyk, the director of issues and speeches, and
Milt Gwirtzman, who parceled out assignments and transmitted speech material to
the McGovern campaign plane by telecopier after Van Dyk had reviewed the text. The
plan called to rotate speechwriters on the candidate’s Boeing 727 campaign
plane, the Dakota Queen, named so in
honor of the B-24 bomber he flew in World War II, with each of them spending a
week with McGovern and then returning to headquarters. The rotation might never
happen, Martin told Fran, something that was fine with him as he much preferred
eating lunch at the Federal City Club in Washington than at, for example, the
Ypsilanti, Michigan, airport.
In
addition to Shrum and Martin, other speechwriters on the staff included Sandy
Berger, Bob Hunter, and Stephen Schlesinger, the son of Martin’s good friend,
Arthur M. Schlesinger Jr. “We had a good crew,” recalled Van Dyk. Shrum spent
most of his time traveling with McGovern, assisting the candidate’s main
writer, John Holum, his longtime legislative assistant. It proved to be a
perplexing situation for Martin. “Having started out in this business 20 years
ago with Arthur and now finding myself sitting next to Arthur’s son, doing what
I was doing 20 years ago, I find myself wondering if there is a message I’m not
getting,” he wrote Fran.
Martin
praised Van Dyk and Gwirtzman as “able professionals,” but lamented that none
of the young staff assembled at headquarters had ever before worked on a
national campaign and, because they had won the primaries against phenomenal
odds (early on McGovern had support from only 4 percent of the voting public) and
faced strong opposition from the party establishment, thought they could do no
wrong. Theodore H. White, the famous chronicler of presidential races with his The Making of the President series,
described the attitude of McGovern’s young workers as not the politics of
exclusion, but “the politics of the faithful few.” They had plunged into
national politics, Martin observed, without understanding that a national
campaign was “a vastly different exercise from a bunch of scattered primaries.”
Some of the senior staff also seemed more interested in gaining publicity for
themselves than working selflessly on behalf of the candidate, noisily
resigning every few days and expressing their opinions freely to the traveling
press corps. “The old tradition of the staff with a passion for anonymity was
junked,” Martin said.
As
nearly as he could figure out, Martin believed that the McGovern campaign’s
strategy involved writing off most of the South, except for Arkansas and Texas,
as well as the states west of the Mississippi River except for California,
Minnesota, and South Dakota. The candidate planned on concentrating on the
larger states in a belt from Illinois to Massachusetts, plus Wisconsin. “As to
issues, forget credibility and trust—he [McGovern] destroyed that issue
himself,” said Martin, especially with the Eagleton fiasco. “Instead,
concentrate on the old Democratic bread and butter issues—jobs, high prices,
populism, government for special interests vs. government for the people. . . .
Plus Vietnam.”
By focusing
on such tried-and-true Democratic issues, McGovern hoped to win back defecting
blue-collar members of the party, as well as the still powerful figures who had
opposed him at the convention, including Mayor Richard Daley of Chicago and former
President Lyndon Johnson, paying courtesy calls on both men. As Van Dyk pointed
out in a memorandum to key McGovern advisers in late August, traditional
Democratic voters, located primarily in the big industrial states, needed to be
reminded that McGovern and the Democratic Party “are good for ordinary people.
They are good for them economically. They listen to them. They believe in
them.”
Unfortunately,
Martin said, following this strategy hurt McGovern “heavily among the people
who had supported him because he was anti-politician. He revealed himself as
practicing the crudest kind of old politics—and doing it far more clumsily than
Nixon or Daley.” Martin also questioned the staff’s initial decision to run
what he called “a strictly TV campaign—they hit 3 cities a day in order to
stage TV visual events, thus hitting the network news programs plus 3 local TV
outlets.” On these stops McGovern or Shriver might eat with workers at a local
factory’s cafeteria; visit a farm, supermarket or bowling alley; or tour an
area in need of highlighting because of a specific social problem.
Animated
by their opposition to the Vietnam War, the McGovern staff fought just as hard
against uphill odds as the Humphrey campaign had just four years earlier, said
Van Dyk. “I had great confidence in my policy and speechwriting staff,” he
said. The few experienced professionals at headquarters were realistic about
their candidate’s chances against Nixon. Only a major blunder on the
president’s part or some “major unforeseeable outside event” could give
McGovern a chance at victory, said Martin.
According
to Van Dyk, possible setbacks for the Nixon administration included either a
ghastly military setback in Vietnam or damaging details being uncovered from a
scandal involving the June 17 break-in at the Democratic National Committee
headquarters at the Watergate complex in Washington, D.C., then being seriously
investigated by only a few newspapers, including the Washington Post. Such a miracle seemed more and more unlikely,
especially given Nixon’s decision to do as little campaigning for his
re-election as possible. Instead, he used his position as the chief executive
to garner headlines, watching his approval rating steadily climb as a result of
his foreign policy successes, including normalizing relations with China and
easing tensions with the Soviet Union at a Moscow summit meeting.
The
president sought to remain above the political fray, saying and doing as little
as he pleased “without being held properly accountable” by the press, said Van
Dyk. McGovern, however, faced daily scrutiny from a host of reporters as he
barnstormed across the country. Late in the campaign Martin wrote a speech in
which he pointed out that for the first time in American history the country
had a presidential contest with only one candidate. “The whole speech
elaborated that theme. It got a line or two in the paper,” he said. “Why? Don’t
people care? Or when McGovern said it, maybe they didn’t believe it.”
Unlike his previous experiences with Democratic
presidential candidates, Martin never really got to know McGovern, possibly
because, for the first time, he did not have the opportunity to travel with the
candidate; he could not remember even seeing McGovern in person since the 1968
Chicago convention. “Never before had I worked for a candidate I didn’t believe
in,” Martin said. “I am afraid I don’t believe in him. He knows Vietnam and
hunger; but that’s all. He’s not a national politician, has no national
feeling.”
Martin compared McGovern unfavorably to the other
Democratic presidential candidates he had previously worked for, faulting his
leadership abilities and failure to make issues he talked about in his speeches
resonate with the public. “Someone wrote that the words are fine but the tune
is all wrong when he speaks,” Martin said. “When he showed anger, it came
through as whining, complaining; when he showed compassion, he sounded like a
hick preacher. He never sounded Presidential. . . . No eloquence. Nothing to
inspire. No joy. No fun. No wit or humor.”
Despite all his criticisms of McGovern, Martin said
there was something good and decent about the man. In October, when HenryKissinger, Nixon’s national security adviser, announced, falsely, as it turned
out, that “peace was at hand in Vietnam,” Martin had been impressed by
McGovern’s reaction to the news. He remembered that McGovern had been cornered
by the press and given little time to reflect on Kissinger’s announcement, but
had agreed with a reporter’s assertion that if Nixon ended the war it meant certain
defeat for his presidential campaign. McGovern asserted, however, that losing
the election would be a small price to pay for ending the bloodshed in Vietnam
and finally bringing American troops safely home. “Furthermore,” said Martin,
“he said it with conviction and force.” McGovern made many mistakes during the
campaign, but also his luck had finally run out. “During the primaries,” said
Martin, “he got every lucky break; but at and after the convention, he got
every bad break.”
Martin had found it hard to be effective writing from McGovern
headquarters in Washington. Staff on the plane with the candidate usually
ignored what headquarters sent them and preferred to use the material they had
prepared while on the campaign trail. The casual attitude displayed by some of
McGovern’s writers also bothered Martin. He noted that during the Stevenson and
Johnson campaigns, every time the candidate made a major speech, a number of
drafts were written “amid much agonizing, and the final was polished and
repolished endlessly—and the result was damn good. But McGovern’s writers
seemed to dash off [a] major speech on the backs of old envelopes—and the
results showed it.” Portions of the speeches he wrote did get used, but the
material was never central to the campaign and “it never changed or sharpened”
McGovern’s image for the voters, Martin said.
Scheduled to join the McGovern party on the plane near
the end of the campaign, Martin, who had gone home so he could teach his
classes at Northwestern, received a telephone call from Holum telling him there
was no room for him on the plane. “So I stayed home, idle,” Martin noted. On
Election Day, November 7, Martin voted, something he called a gloomy formality.
In the election pool at headquarters, he had guessed McGovern winning 270
electoral votes—the bare minimum needed to win. He made a more realistic guess
of 85 electoral votes in the pool at his class at Northwestern.
The voting results were a disaster for the McGovern
campaign, as Nixon swept into a second term, winning 60.7 percent of the votes;
McGovern only won one state, Massachusetts, and lost in the Electoral College
by a 520 to 17 margin. By dinner time on election evening, Van Dyk and others
at McGovern headquarters knew their candidate would lose in a landslide. Near
the end of the campaign, McGovern also knew that defeat loomed ahead. Some of
his advisers expressed worries that the candidate still harbored hopes of an
upset, so Shrum decided to break the bad news to McGovern, doing so in a hotel
room in an unnamed city near the campaign’s end. McGovern greeted Shrum, asked
him to sit down, poured each of them a vodka on the rocks, handed one to him,
thanked him for coming, and said, “Bob, I know, I know. But I just need to
believe for one more day.”
McGovern may have suffered a humiliating loss, but
other Democratic candidates running for office weathered the storm, and the
party held on to its majorities in the U.S. Senate and House. Martin saw the results
as an indication that there was a great deal of anti-McGovern voting rather
than a pro-Nixon surge. “Then, having voted for Nixon, they split their tickets
and voted for Democratic candidates for Senate, Governor, House, and local,” he
said. Muskie or Humphrey might have managed to beat Nixon, and at least they
would not have lost time in August and part of September trying to win back the
support of labor unions and the Democratic organization, Martin said.
The most unfortunate outcome of the election for
Martin was that “one of the worst, if not the worst, Presidents in American
history now has the biggest mandate, or nearly the biggest, in history.” He worried
that Nixon’s landslide gave the president the misapprehension that he had a
“license to do anything. I really fear for the country.” Martin shared similar concerns to one of his
classes at Northwestern, especially about where the Watergate scandal might lead.
One day after class one of his students, Joe Gandelman, asked Martin in a
private conversation to share his opinion about the Nixon administration. “He
seemed truly frustrated and fearful,” Gandelman recalled.
Even before any evidence had been uncovered about the
extent of the White House’s involvement in the break-in of DNC headquarters and
the cover-up that followed, Martin had been convinced that Nixon and his
advisers knew about the crime. Gandelman remembered Martin softly saying
something that chilled him: “We’ve heard there have been people going through
Larry O’Brien’s tax returns. This is a scary bunch. I’ve never seen anything
like it. They’re thugs.” A little less than two years after the election, on
August 9, 1974, Nixon resigned as the nation’s thirty-seventh president after
congressional and media investigations had uncovered the extent of his
administration’s crimes and dirty tricks—vindicating many of the charges
McGovern had made in the campaign and confirming Martin’s darkest suspicions.
The McGovern campaign proved to be the last hurrah for
Martin when it came to direct involvement in Democratic Party presidential
politics. The experience proved to be “liberating” for him. When he had been on
the plane with such presidential candidates as Stevenson and John F. Kennedy
during an election, Martin had forgiven them when they made mistakes—after all,
it was his candidate, sitting only a
few seats away, who had made the error. “But if you’re on the outside, you see
him for what he is, a blunderer,” he said.
The malaise Martin experienced during the McGovern
campaign had not all been the fault of the candidate, but had reflected the
fact that the country had changed and he had not. The increasing role of
primaries in deciding presidential nominees troubled Martin, who thought it was
foolish that a “few farmers in Iowa and New Hampshire should choose the leader
of the Western world.” Control of politics had been reformed from the rule of
party bosses and handed over to the people, as had been intended, but now lay
with pollsters, advertisers, and television. Martin lamented the rise of
“television consultants,” who instructed their candidates not only in what
words and gestures to use, but concocted strategy and selected what issues to
address. Television converted serious political questions into mere theater,
and thereby killed the notion of “serious political speeches,” he added.
Remembering the colleagues he had worked with on
presidential campaign staffs—Carl McGowan, John Kenneth Gaibraith, Schlesinger, Ted Sorensen, Kenny O’Donnell, Fred Dutton, Lawrence O’Brien, Van
Dyk, and Gwirtzman—Martin said that none of them imagined they were molding
their candidate’s image, “not one talked to the press much or leaked anything
to the press that harmed the candidate; not one ever imagined that he was
himself the candidate.” Martin viewed the well paid poll takers and image
consultants dominating campaigns as “monsters” seeking to advance their own
cause instead of that of their candidates.
Martin also believed that journalists had also grown
too dependent on polls, spending far too much time in horse-race reporting,
wondering who was ahead and if a candidate’s campaign might be headed for
trouble if he or she failed to meet expectations created by the polls. “Why
don’t reporters go out and report?” Martin wondered. “Reporters ought to be out
in bars and union halls and places where people are and find out what they’re
thinking instead of just taking Gallup’s word for what people think.”