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Most of the available funds—around $325,000—will be spent on TV and radio advertising in New England. Some of the ads will try to deal with Chappaquiddick. After his Monday speech, Kennedy appeared on New England television to express fervently his sorrow over the death of Mary Jo Kopechne. Said he: "I know there are people who will never believe me, no matter what I say. I do ask you to judge me by the basic American standard of fairness, not on the basis of gossip and speculation."
Other ads will unveil the reborn campaigner. Explains Film Maker Charles Guggenheim, who is supervising the ads: "It is no secret that Senator Kennedy is taking his gloves off. Our ads will reflect that." Whether the barefisted style will keep him in the presidential ring remains to be tested, but it is now at least clear how he intends to fight.