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To its credit, the Bush team recognized nearly two years ago the potential of the unprecedented regional primary. Campaign Manager Atwater, who grew up with the then infant Republican Party in South Carolina, invested early and heavily in organization across the Old Confederacy and border regions. From the handful of Republican Governors down to county chairmen, party centurions were wooed and won long before Dole's emissaries began courtship. That foundation was invaluable during the campaign's final fortnight. Under little pressure from his floundering opponents, Bush was able to coast on a risk-free cloud. For ten days he avoided interrogation from the national press corps following him in a separate plane, preferring the gentler treatment of local reporters.
Bush's speeches on deficit reductions without tax increases, on education and the drug problem, tended toward the broad and bland. His managers used negative TV advertising reluctantly, poking at Dole on the air only in media markets where the Senator struck first. The Bushies enjoyed the front runner's luxury of emphasizing the positive -- a biospot, an endorsement by Barry Goldwater, a montage stressing their man's leadership ability. By the last weekend the scent of a blowout was in the air. In North Carolina, Missouri and Oklahoma, however, Dole still seemed to have a chance. Bush strategists added a modest $50,000 for more ads in those states to their already swollen TV budget of $1.8 million. They canceled live appearances in Alabama and Louisiana in favor of four more stops in Missouri, where the Senator from next-door Kansas is popular.
As the vote tallies accumulated Tuesday night, it appeared for a time that the Bush effort had fallen short by a scant 3,000 votes. "Missouri is definitely lost," Communications Director Teeley remarked. But when the last precincts in St. Louis suburbs were heard from, Bush had won by a margin of 4,500. Dole had failed to carry a single state, while Robertson's organizers managed to win the poorly attended caucuses in Washington State. Talking about the primaries, Atwater exulted, "A clean sweep. A shutout. It doesn't get any better than this."
In taking a clear majority of the popular vote (57%), Bush, according to the ABC News exit poll, carried all age and income groups. But despite that tide, surveys indicated potential weaknesses. Among voters who based their decision on the candidate who can best "get things done," Dole got a plurality. Those who listed their main concern as reducing the federal deficit went for Dole by a 2-to-1 majority. TIME's survey showed that among Democrats Dole continues to enjoy a much higher "favorability" rating than Bush does. Dole is viewed favorably by 48% of registered Democrats and unfavorably by 25%. For Bush, the balance is negative: 39% favorable, vs. 46% unfavorable.