Marketing: Programming a President

Which pair is least compatible?

1) Oil and water

2) Egypt and Israel

3) William F. Buckley Jr. and Gore Vidal

4) Richard Nixon and TV

In 1960, the answer would have been laughably obvious. By 1968, however, things had changed. A "new Nixon" appeared on television with the kind of polish that could sell a used car to an Amish elder. The inevitable question arose from cynics and supporters alike: How come?

According to a book published this week, The Selling of the President 1968 (Trident Press; $5.95), it was simply a case of good...

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