>> good evening. is it on? it is, oh good. i couldn't tell. welcome to the latter history center. i'm the president and ceo of the history center. we are delighted you are here this evening. please join us on december 15, a couple of nights from now, and the 20th as we celebrate the season with two evenings of a new program we call holiday spirit. this is a new interactive and immersive holiday program which i think he will be delighted with. to purchase tickets with more information as they say please visit our web site at the atlanta history.com. ..

he's the author of several award-winning works, including a memoir, color people, as was the future of our race, co-authored with cornell west. 13 ways of looking at a black man. please join me in giving a warm atlanta welcome to henry louis

gates junior. [applause] >> thank you. thank you very much for that kind introduction and blessedly brief. i appreciate that. it's nice to be back. i always have a nice time. it feels like my home away from home. it's a good, everyone. hey come on, i way down. good evening. >> good evening. >> that's what i'm talking about. the fact that i can get biscuits in atlanta for breakfast and i can't do that in boston, that is a strong appeal for me. it's been a big day. i've been filming son jacob to come him a new pbs series called finding your roots, which will start airing and i've always

admired some jacob. i know most of you haven't met them, but he is such a warm guy. and we traced his family in indiana back to his mother's side and his father's side went a long way. it was one of the most moving experiences that i've had to a null is my genealogy and genetic series. some sort of psyched about that. so stay tuned. late march we will check out the history. china wants to you about my new book called "life upon these shores." its subtitle, looking at african american history, 1500 to 2008. it consists of 789 illustration than 237 entries. it is dedicated in memory of my father. my father died last christmas eve. henry louis gates junior -- i'm sorry, henry louis gates senior.

i am a junior and i'm still here. [laughter] and daddy was, he loved history. and he and i -- he also loves sports. and i have older brother. it's just the two of us. he and my brother were sports junkies. and i wasn't. i loved books. it took a long time for my father in me to bond. and we started to bond when i was a teenager and we started to bond over current events. we watch the news together. i taught my students there is a time in the evening news was only 15 minutes on. remember that? but we would watch news together when i was a teenager. we would talk about it, analyze it. so i realized it was the way into my father's consonants and into his heart. he loved me deeply you understand, but i didn't care about sports in the way my brother did. but all of a sudden i had something i could share with my

dad. and i remember watching in 1959, i was nine years old. i watched mike wallace to interview melco max for a special called they hate that he produced. and my dad and i watched it together. and of course when i was 13 we watched the great march on washington together in august august 1963. and then come in 1966 we stayed up late into the night to get the results back from massachusetts to see if a black man, a republican, senator ed broke was going to be the first black man elected to the senate since reconstruction. and of course he was. and the next year we stayed up late to see if a black man, carl stokes, with the the first afro-american as we probably said then, to be elected mayor of the major city.

and my father that adam clayton power. he loved adam clayton power and he was elected to congress in 1994. he loved him when he took on the dixie krantz. he loved him when he became unfortunately in the 1960s and finally was expelled. but these were my formative shaping experiences with my father. and i decided that -- i was trying to get this book done before my father died. i mean, he wasn't sick when i undertook the book, but i wanted this book to be a tribute, kind of the secret history of current events that we had shared together, but also of amazing facts about the african-american experience, which my father wouldn't know and most of us wouldn't know. i wanted it to have the magic of the film as best it could. so i wanted it to be heavily illustrated and having over 700

beautiful, mostly color illustrations, i thought would be a way of bringing these events to life. do you remember a book called, the black book? it came out in 1974 when toni morrison -- before toni morrison was a great writer or know to be the great writer that she is. she was also a great editor random house. it seems the editor for this book, which consisted of documents and memorabilia, slave auction documents, it even postcards, all sorts of things. i was a graduate student at the university of cambridge in the book came out and i thought that was the magic book. a few years ago i did a documentary called, looking for lincoln. my coast producers, peter philipp kinard had a huge collection, which they inherited from generations of their family of lincoln memorabilia. they did a book called looking

for lincoln. and each page is a visual image. in the text is written to the visual image. so my book was inspired by the black book and buy this book, looking for lincoln. so i started with the illustrations and then to eliminate the illustrations instead of the other way around. and i want to tell you a little bit about something, for me, some of my most favorite entries in the book. and i start in 1513, 91619. i do know about you, but most african american history courses in my day started in 1619, when the first one he made cars showed up on the james river in jamestown. we now know thanks to the work of a scholar todd for tonight they came from angola. we know because of the work of a scholar here in memory we can now count the sleeves because it

was capitalism. and we now know between 1501 and 1866, 12.5 million africans were shipped from africa to the new world. 12.5 million. 15% died in the middle. so 11 million get off the boat in the new world. zero that 11 million, have you thinking to united states? 380,000 came directly. you are looking in my book. [laughter] you put the book down. this is like cliff's notes. remember cliff notes? 388,000 came directly from africa to what is now the united states and another 50,000 we estimate touched on briefly in the caribbean. you're absolutely right. you get the gold star. but think about what that means. all those other africans went to the caribbean and south america.

at an. under no value, but when i was growing up i thought the slave trade was primarily about us. but the 40 million african-american people for the 450,000 africans who came here between 1619 and mostly by 1820. 1820, 99% of our ancestors were here. it's quite remarkable. but all of those other africans -- brazil got over 5 million africans in the slave trade. well, here is the reason that i start in 1513. because the first africans to show up in what is now the united states, showed up in 1513. and they didn't come here only a slave. i'll get to that in a minute. i was fascinated by the contact between europe and africa before african-americans got here. and so, i start with images.

remember, it is a book driven by pictures and children by images. i start with an image of african monarchs, african kings and queens who received emissaries from europe. there is clean and thing to, from what is now angola who became queen in 1624. there's an image of her receiving a delegation of dutch traders who are coming to negotiate for her -- with her for the slave trade, to get slaves. there is another image of king garcia to second of the congo who ruled between 1641 and 1661. both of them every gillooly with portuguese and dutch diplomats in major slave traders, especially in the 1640s. but you know how we were raised to think that africans were so benighted that they pages that they are and waited for

europeans to discover them and that the approach has always premiered to africa. we now know from the visual record that that is not true either, the earliest european emissaries arrived in africa in the 16th century and similarly african emissaries were received in your on about the same time. one with a man named antonio manuel, whose other name was maybe not. he was the king of the congo's ambassador to the vatican. we had an image a 10 when he arrived in the vatican in the year 1608. congo is sending ambassadors to europe. did you know that? no, i didn't know that either. they got castro, in a very beautiful image in the book became a representative of the king of congo to the portuguese colony of silk and to the netherlands in 1641.

their images were preserved in europe in oil painting and 90s on page 11 of the book since you are following. i'm not going to ask you any more questions because you are already ahead of me. [laughter] at the africans who came to it is not the united states and to the new world also came as slaves, but not all can assays. 30 africans accompany balboa and 1513. several africans traveled with hernando cortez and 1519. among them, a black man named wonka redo it was a free black man and was the first person he claimed china letter to the king of spain, the first to plant a wheat crop in the new world. that's how i knew he was a brother. because anyone who claims that had to be a black man. black men accompanied cabeza divac to texas and mexico in

1520. lachman with bizarro in peru and 153150 unfortunate conquest of the inca. 200 black men accompanied pedro alvarado to modern-day ecuador and 1534. wonka redo converted to christianity before a raven in the world. he discovered florida with ponce de leon. around the fountain of youth? a free black man, a conquistador was with ponce de leon in florida and then went to cortez were to cortez defeated the aztecs. in 1524, with a record of him living as an honored citizen in mexico city. there is a black man named mr. bon terra test of unexplored florida in 1528. he was shipwrecked in present-day galveston, texas. he was enslaved by indians for five years.

he escaped and we know -- we have a map in the book that he wandered for 15,000 miles from florida, you know, these places -- all the names and giving to what is now texas and nice name, which became. he was held by a son of the sign and return to exploration in 1537 and he was captured and executed it is in the people in what is now new mexico in the year 1539 because they saw him as a harbinger of unwanted visitors who would change their way of life forever. my brother, dr. paul gates is fascinated by crime figures and dolls and for yours is trying to figure out why the people had a black faced all. we figured out it was because this doll was a relic or remnant of esteban, which of course is stephen and spanish. by 157, more than 23,000 people

of african descent lived in what is now mexico and near veracruz, there were two centers. some of you know what i did a pbs series the recently aired called black in latin america. and i shot one program on black people in mexico and peru. they were veracruz in the gulf of mexico and south of acapulco on the pacific coast. and there was a slave named gunga who ran away from his master and veracruz in 1570 in other slaves ran away and joined his community. a community of marines. spanish but in between 1570 in 1609. finally, the spanish gave up and he signed the treaty with him and gave him the right to create an independent all-black settlement, which is still there in a town called gunga and has been independent since 1609.

we did not learn this in our history books. a black city in mexico run by black people? no way. who discovered manhattan? there is a black man named rodriguez who was the first non-native american to be a permanent resident to survive in what is now manhattan. we call him jay rod. [laughter] he was the positive on manhattan by dutch sea captain named mosel in late 1612, early 1613 and all that is knows about this man comes from a series of lawsuits and to other dutch traders who dealt with rodriguez. and they were upset because a free man, a free black man was trading independently they are and what's not his agent. there is a part in new york where there is a tribute to him as the official founder of

manhattan. there was another black man in maryland. matthias to sousa who own property and voted in maryland during the 17th century. he was a café, portuguese and african descent. he settled in st. mary's city, maryland and he was a free man in the colony. he owned land and voted and was treated as an equal member of maryland society. these are the exceptions. we know so much about the slave community, but not about these exceptional black people who function in the interstices of the society. between the cracks, as it were, between free people in enslaved people. but frankly, he also fought back against the slave trade. tucson luba chewer in haiti, the revolution between 1791 and 1804 sparked great unrest in the united states. in august 1800, a virginia slave

named gabriel featured on page 45 of the book than to result in richland to kidnap james monroe could bike to overcome the plot was exposed in hand 26 other slaves had been executed and eight others transported out of the state. people ask me all the time, what is your favorite -- her favorite story in the book? i have a lot. but this one is particularly interesting to me. in september 1799, a south carolina slave donatella macht to his owner and known to history as mark vc won the lottery. now, how many of you need there is even a lottery? [laughter] we have a ticket number. this brothers ticket number was 1884 and he wants $1500, which was a heck of a lot of money in 1799. he determined he would use this money to buy his freedom and

support his bid to end slavery. now in fact, many slaves in the charleston region had come with their owners when they have escaped the revolution. in denmark atms co-conspirators sought to some of the chewer as a hero. and they plan to bring the city and escaped. he and 34 others were betrayed by other slaves and save the 1033 others were hanged. but on the other hand, there is a man named hero mahmoud. and here are my most paid 56 or 57. he was born, we think, in 1736 and died in 1823 and is represented at this small but raising black population. he was probably born in finale can be a an was probably in the slum. he was shipped to maryland as a

slave just before the american revolution. in 1783, his owner took into washington d.c. he gained his freedom in 1796 when his owner died. now he earned a very comfortable living by brick lane and basket making and he invested in a bank account at george washington is one of its stockholders. 1800, he earned enough money to buy his own home in georgetown. he took a daily swim into his 80s, just like john quincy adams. he professed his muslim faith and earned the respect of his white neighbors. in 1819, the great artist, charles wilson painted his portrait after coming to washington to paint president monroe and he heard that mahmoud was alive, heard his story, heard he was born in africa and also heard he was 134 years old. another sign to me clearly that he was a black man.

[laughter] so far i've talked about nothing but women -- about men. what about women? book on page 77. here's the story julia chan. this is a but women who emerged and roiled the 1836 election. i know you i remember the details of the 1836 election. president martin van buren, richard mentor johnson was the war of 1812 were here from kentucky and a former congressman. he had an ally of thomas jefferson. we know thomas jefferson never spoke about his relationship with sally hemings. but this man, richard ventura johnson lived with his slave wife, named julia chan, open labor liaison caused acute embarrassment of southern politicians who wanted nothing to do with them, but support for

johnson as fingerings vice president was stronger in the north in a than in this note because of his marriage, which of course was illegal and not official, not sanctioned by the church or by the state. the democrats even used vulgar images of chan to criticize their own candidate. now apparently, we don't know, but apparently they had warm and loving relationship. the two lived openly together. they had two daughters together. imogene and out of line. and johnson educated than as if they were white and eventually marry them off to weightman in washington d.c. unfortunately, julia died from cholera in 1833. and so, what did richard mentor johnson do? he took up one of her sisters. [laughter] julio's brother, marsalis

accompanied johnson during the campaign of 1836. marsalis, weiss anti-western the opportunity to fully to the abolitionist lewis topping. and when johnson turned to julia's father, daniel to be his personal servant, tina took the opportunity to flee straight to canada. in the same 1858, when stephen douglas accused abraham lincoln of favoring what was then called amalgamation, which was then later called miscegenation, lincoln asserted that racial mixing to raise most of us and we're slavery existed, not freedom. a very subtle argument. and then he went on to say, as mr. douglas with your good friend, richard mentor johnson. in the audience of course do with the reference was. let's think about lack of military service. let's start with the civil war. not much attention for a generation has been placed on

the unit that was the center of the 1989 film, glory, about the 54th massachusetts regiment. there were about 150 different black civil war regiment. and one battle they really have shown at the battle of newmarket heights. and it's a virginia battle, not sufficiently known. 14 men would win the medal of honor for their heroism in this one engagement. representative is a separate regiment that fought on that day, september 29th, 1864, pages 139 and 140 is the sacrifice of a man called milton m. holland. milton holland was born in 1844 and died in 1910. he initially participate in the war as a servant to a white officer and a summer of 1863 joined the 50 united states colored troops. remember, it was only officially

with the emancipation proclamation that black men were allowed to serve in the military, though black men did serve unofficially, there is some indication in late 1862. the lincoln included this as part of the emancipation proclamation, which becomes effective january 1st of 1860, 2 the u.s. colored troops. holland, like several other blacklisted men took command of his own company after a white officers have been killed or wounded. after the war, he earned a law degree from howard university. he worked as an auditor in 1892, he founded his own insurance company. what about the buffalo soldiers? which was of course the next manifestation after the end of the civil war of black military

involvement and prowess. despite the hair was not the black troops in the civil war, significant opposition remained against the idea of lakh people serving the peacetime army. there were about 180,000 black and has served in the war. under pressure from radicals in congress, president john in on july 28, 1866 signed a military appropriations act called for the establishment of the ninth and 10th calvary and four regiments of infantry that were consolidated into the 24th and 25th infantry regiments in 1869. most of the recruits were young, but many were civil war veterans who joined to escape this out and to earn a regular wage unavailable to them otherwise. and three, for the adventure. these units are from the dakotas to the mexican border and they sought to protect native americans from white encroachment partly and to protect native tribes that own reservations from other hostile

tribes. but they earned their greatest aid by combat and mysterious indian wars of the west. from the 1860s to 1916 incursion into mexico with general john jay pershing in pursuit of poncho v. 23 soldiers received the medal of honor in the 19th century, including participation in spanish-american war. and here's a little-known fact. between 1899 and 1904, the buffalo soldiers during the summer served in the sequoia in the yosemite national parks becoming the nation's first park rangers. and you know, smokey the bear, gradgrind hats, they introduced those hats into the service, which is now standard issue for all park rangers. african-americans in the military during world war ii and the tuskegee airmen. the war offered

african-americans an opportunity to combat in jim crow society they want again proving their patriotism as they had done and everywhere in this country since the french and indian war in the mid-18th century. like service is tied to the pittsburgh courier seybold -- first label to double the campaign, victory against fascism abroad and get reagan's racism at home. our first black general was benjamin davis senior, who has served in the army since 1898 and received a star in 1940. during the war, won a bronze star and a distinguished cause. his son, benjamin davis junior would become the commander of the 332nd fighter group, one of the most experienced and successful of the squadrons formed by the tuskegee airmen. you know the story of doris miller, a black mass man on a ship called dear to my heart

because i'm from pete man, west virginia during pearl harbor. on december 7, he manned a 50 caliber machine gun and shut down for japanese planes. his heroism and unrewarded until the pittsburgh courier lobby for his recognition because of his race, the navy but until president roosevelt personally ordered that he'd received a medal for his hair with an. on may 27, in 1842, attenborough awarded him the most of our popular understanding these days comes from hollywood. yet, how many of us know that the marine corps first accepted black men in 1942 into several major films available to us, which we've all seen on the june 61944 invasion of burgundy in france and the annual commemorations of that battle, how many of us know on bloody

omaha beach? black soldiers who they are. given the abrasive and often intolerant george s. patton awarded a silver star medal to a black soldier for his hair with them in liberating a french village in 1844. the tuskegee airmen formed in part by the persistent lobbying of the great, with a black feminist today, mary mcleod but soon one the best friends of eleanor roosevelt. critically important success as pilots, they disproved racist assertions that blacks were not smart enough to fly an airplane to master aviation. 9629 trained at tuskegee alabama and 450 fluid combat in europe. they served in north africa and italy and the airmen earned an enviable record of hair with them and a 332nd earned a distinguished unit citation for

quote, outstanding performance and extraordinary heroism. the debts of 66 testify to their patriotism and to the enviable record. that formed the basis for president harry s. truman to desegregate the military officially in 1948. and without the service of the tuskegee airmen, general colin powell would not have been possible. and without colin powell, barack obama would not have been possible. these are just some of the stories, ladies and gentlemen, that i have the ms book that i wrote, first of all for my daddy. but also for her children, for her children, are african-american children and for all american children because the black story -- black history is american history. there is no american history and ironically there is no black history and there's no african-american history without american history. they are inextricably

intertwined and we do a disservice when we separate them. i want the stories to be a fundamental part of the american history curriculum, but i also want within our own black institutions, institutions like jack and jill. when you're going to be said of a never go to jack and jill. that was to learn how to piece the delay. [laughter] jack and jill was to learn which fork to use if you are ever invited to the white house. it was to learn how to be middle class. why can't jack and jill b. black history class? why can't that be a fundamental part of what jack and jill does? i'm not singling out jack and jill. it is just a convenient example. take our sunday schools. it's great to learn about the lord and to learn about the sacrifices of jesus and the martyrs and the same.

why can't we use the format of sunday school to teach these stories to her children when they're young? when i was growing up, ladies and gentlemen, the blackest thing you could be with a lawyer or a.her, not an entertainer or an athlete. do you know twice as many black or a certified cardiologists as there are black men and the nba? how many of our children know that? statistically i know it's more complicated than what i'm about to say. statistically it's easier to be board-certified cardiologist if you're black and to make it in the nba. my daddy, when i was a professor, our house is very but neighborhood and i had a basketball court that was played. it headlights. so after midnight the brothers were played. i daddy would say, as we study calculates likely steady basketball, we'd be running m.i.t. why can't we use these stories to reignite for such a huge% of

our children, the love of learning that our ancestors had and that led them to believe in the future? one-time cornell west and i were talking about the absurdity of our parents, the absurdity of our parents believing. remember, i was born in 1950, believing there to nappy headed little boys could be anything they wanted. even if they didn't believe that, they made us believe. we were born before brown feedforward. our people believed in education under slavery when we have no hope. we made it way out of nowhere. frederick douglass at least to steal a little learning from the wife and. how many of our children have lost his passion for learning? the blackest thing you could be was an educated man or an educated woman in the 1950s. too many of our children don't believe that anymore. that is why i'm working with my colleagues at harvard, to do a

curriculum on genealogy and genetics. you know my passion for genealogy which he and genetics. i went to reawaken and our inner-city kids in inner city schools, the love of science and of history. how did they do that? lakota history class. imagine we had every child in this class to a family tree. they would go home and interview their mother, her father, come back to school would have electronic family trees on their computer and that would be the first one. and then next week they would interview grand parents invite some of the stories. it's important to write down every story, even the ones we know may not be true. how many of you out -- i'm just speaking to the african-americans. how many of y'all have an ancestor with high cheek ounces straight black hair and know you have native american ancestors?

[laughter] for those of you can see, all the black people in here just raised their hand. none of you all got any real native americans. only 5% of the african-american people have at least 12.5% native american ancestry. the 50% of the african-american people have at least 12.5% european or white ancestry. those high cheek own semi-straight black hair came from before sexuality or even a complicated relationship like julia chins, sometimes the willing relationship between generally a white man and a black woman. 35%. if i did the dna of all the black men in this room or in the united states, 35% of you to send on your dna which you inherit from your father. not from a black man in all, but a white man. 35%. that's extraordinary.

well, what if we could get our children to do their family tree back to slavery. back to the 1870 census, when our ancestors were slaves first appeared with two names in them look as it did with oprah winfrey and the same county and the 1860 census for someone named winfrey, who owned a male slave in this latest schedule 10 years younger than constantine winfrey, her great, great grandfather was done in the 1870s and his and teach them how to look for the estate records of this white man to see if if he and a tax record orwell had a slave named constantine. while anyway, why we are doing the family tree, we go down the hall to the science teacher. now if we walked into a science class in the intercity and so today's lesson is watson and

crick in the double helix, people would say get out of town. you say see this q-tip? are going to swipe your cheek and in six weeks will tell you what ethnic group or tribe your ancestors came from in africa. and while we wait for the results, we are going to teach you how to find the dna works and ancestry. what child wouldn't be interested or not, ladies and gentlemen? who would not be turned on by that knowledge? why is it so compelling to people quite with your favorite subject? yourself. genealogy and genetics all about yourself. the historical unit does that i've did in life upon the shores are all about our collective selves. our collective selves as african-americans. counterintuitive stories, quirky stories and also the size tories a sacrifice and suffering from our peoples experience of the new world of slaves.

i slaves, but it's free with it and prevent him ultimately as president of the united states. tenet met very much. [applause] >> this event was hosted by the atlanta history center. to find more, visit atlanta history.com. >> we have this book called "the deal from hell." what is it about basically and why should we care? especially, why should people watching us far away in portland

maine, utica new york, why should they care? >> really, this book talks about the differences today and when i started. when i started, the newspaper was controlled by families. not all were angels by any means. but they really had a public service mantra and basically no one could ever have put it better than my cools who is a leading member of the family that on the first newspaper he worked for, that domain registered. the only thing the newspaper really has to worry about is that the public respects it. if the public respects it, you will have readers. and if you have readers, you will have advertisers and that is the main source of income and revenue for news papers. so you really have to be respect

to by the public to be in a successful business. around the 1960s and 70s, that sort of got turned on its head when the families wanted to get out of the business and started selling off their newspapers. a lot of times they sold them to people of corporations owned by stockholders and the people who are nice corporations had a duty to journalists -- to journalism, but also a fiduciary duty to stockholders. the first book to find because we have lot of money rolling in. it was pretty easy to balance those two things. sometime after september 11, that changed and we began struggling with revenues. as we try to maintain profit margins, which were considerable, we began cutting and we began diminishing journalism. i suspect all of us were a little guilty of subordinating the interest of the public

square fiduciary duties to produce the kinds of returns that wall street and others expect it. i really think that kind of let us down the path to where we are today. in the case of the tribune company, and led them to bankruptcy court and a great institution that was a fixture and is today an institution in travel. it is an institution for non-newspapers like it. i don't think people understand the fundamental role that newspapers plan giving voters and people in a democracy the information and news they need. they are under threat today and i think it is a troubling -- it's troubling to me and a lot of people and i think everybody should care about the story, not just because it's about me. not because it is about the "chicago tribune" or "the l.a. times," but it's about

journalism. that is something that is vital to a democratic society. >> this book is called "the deal from hell." it's about two deals. first comes in the year 2000 involved the purchase by tribune co., venerable chicago-based owner of several dozen very respected television stations and newspapers. give as succinctly, started the economic backdrop at the time, and the newspaper industry backed draft and the rationale for the first of the two big deals. if you want to mention a fellow somewhere along the line he became known as the serial killer that's not fair like john wayne casey. it is serial like cheerios and smartstart. tell us a little bit about him and why he was critical to the

attack dixson strategy in executing this deal. >> well, the dio and the tribune made a stop in purgatory first. and it was -- you know, basically the atmosphere at the time was bought. and aol and time warner had just emerged and things were going quite well. and so when the tribune decided to buy this, things looked pretty good. the feature that's pretty brave. we paid a lot of money for it and waited till the structure is we bought the company, even though mark willis, the serial killer, who is the ceo and by the way got that title. he used to be the cochairman of general mills, were they made all the serial and the staff at "the l.a. times" was phenomenal.

if the staff would've done as well in journalism as a kid coming up with nicknames, we wouldn't be talking about this. so they nicknamed to mark the serial killer because he came in right away, started cutting things and cutting staff. he would enclose the new york newsday and therefore he got that name. but when the tribune bought it, mark willis didn't know that the tribune is buying the company. they bought it when he wasn't looking. it was kind of a nice backstabbing drama that played out in a place where they literally make drama and los angeles. and because they were trying to to the deal in secret, a lot of things we should have known about came back to haunt us later and the company -- the things they did know about, like a huge tax case circulation at newsday and a fraud, all of these things came back to haunt

us and really put us in a troubled position, which made us vulnerable. >> watch this and other programs online at booktv.org. >> now more from the tv city tours. we visit baton rouge, louisiana a couple for cable partner, cox medications. next, an interview with robert mann, author of "daisy petals and mushroom clouds: lbj, barry goldwater, and the ad that changed american politics." >> one comment to comment three, four, five, seven, a, nine --

>> eight, seven, six, five, four, three, two, one, zero. these are the stakes, to make a world in which all of god's children can live hard to go into the dark. we must either love each other or we must die. >> vote for president johnson on november 3rd at the stakes are too high for you to go home. >> the ad aired a minute at september 7, 1964, in the midst of monday night at the movies on nbc, the show with david and the sheep. only time, 60 seconds and never paid for another airing of it. in the 1964 presidential election, it was lyndon johnson running for a full term and his republican opponent was barry goldwater, republican senator from arizona.

>> it came about in the research that johnson's campaign, the committee and the advertising firm they hired, a very up-and-coming prominent advertising firm from new york came out at the research they did and that thinking in the and eat in a tip about where his goldwater vulnerable? record collector and clinics initially decided the civil rights because goldwater had voted against the civil rights act. that issue faded. then i thought it might be vietnam, the vietnam war. neither was interested in talking about vietnam that time. looking to goldwater's statements about nuclear weaponry. goldwater had made so many reckless remarks. he joked about lobbying a missile into the men's room at the kremlin after sending them into movies that i don't want to send a missile to the moon. i want to send one to the kremlin. he said that we ought to

consider using nuclear weapons to defoliate the jungles of south vietnam. he said the nuclear bomb is merely another weapon. and then he said what he said about his position by nato commanders in the field being able to make the unilateral decision. so there was a lot to work with your quick inch nuclear weapons. so it was almost in a sense a no-brainer. this is an issue we must talk about, especially given the atmosphere of the fear people still have about the prospect for the nuclear war with the soviet union. that election was played out less than two years after the cuban missile crisis, when the world -- most people in the world thought we were on the brink of nuclear war in the united states and russia, nuclear annihilation. so there is a lot of fear about the impact of nuclear war, potential war between the u.s. and soviet union. there is the whole fear the impact of nuclear fallout in the testing united state for a

testing of nuclear weapons. there've been a nuclear test and treat a pass. there is a lot of fear about nuclear war. while not the only issue was a very big and overriding issue that it played out in american politics for the years leading up. goldwater didn't respond immediately. he waited a little while and goldwater himself at least in public could make a big deal about it. he condemned it, but didn't blow on it and i think probably wisely so. at the republican party, the senate republican leader, the chairman of the republican party and a number of people associated with goldwater's campaign express their outrage, filed complaints with the fair campaign practices commission, called on the networks not to run it again and it really made quite a stink about it. and the johnson campaign started magnanimously for people around

them in a place that were not going to run again. of course they never really plan to run again. but i think it can be argued that johnson's campaign was hoping for the reaction they got from the republican party. they wanted to draw attention to the spot and because of the outrage that sort of came on that tuesday and wednesday after the five grand, all three major television networks aired this spot in its entirety later in the week. so for an expenditure of 25, $35,000, probably roughly $100 million of the spot when it was paid for or shown on the newscast. >> the war at that spot that it destroyed goldwater's campaign. if you look at the gallup polls before the campaign, johnson was at 60%, goldwater 29. a month later after a number of spots that aired attacking goldwater's position on nuclear

war and peace in general and a lot of other issues were goldwater is vulnerable, a month later, goldwater actually dropped not at all. he was still at 29%. johnson attracted 64. the draw that meant the garage and negative spots against goldwater, whose johnson's numbers that went down, not goldwater. as best i can tell, there is no specific point about this spot. more than likely you do that today. in fact, any campaign before airing something that unusual and shocking would convene a number of focus groups and done a lot of research. the johnson people and ddp come the ad firm didn't appear to know what the reaction would be. so there was quite a bit of reaction, but authentic total. a lot of phone calls to the white house. mostly it was people that were sort of shocked and aghast at this little girl picking daisies. it was consumed by a nuclear

blast. but there are -- the predictable cries from the republican party in the goldwater campaign about it. but it is hard to say what the public's response was to it because as best i can tell and i cannot find any evidence that anyone had pulled physically about that spot, even though 50 million people thought it would probably be very easy to conduct a poll and find out what it was, they didn't do that. perhaps because they never planned to air it again, so i pull it? if you look at the spot that hadley stevenson, the democratic nominee for president in 1952 and 56 and a look at the spots kennedy ran in 1960 and goldwater in 1964, they all are pretty much the same. so goldwater -- lachance is revolutionizing clinical advertising, goldwater's campaign was stuck in the past.

coldwater spicer and look into the camera, talking to the voters. there's a little bit of a production quality to it, but not much. we weren't nearly as creative as johnson's word appears when that sense, johnson the second 1956 and 1860s style while johnson has really revolutionizing politics. so look at the five johnson ran and despise the goldwater ran and you'd never guess they were from the same year. i do think it is one game and the polling this, but it didn't persuade people not to support goldwater because they support was pretty loud in the support he had was solid in heart cord wasn't going anywhere. what it did do, i think, was solidified for a lot of independence, swing voters who might've been thinking about not voting for johnson or possibly voting for goldwater or not at all, and persuaded them not the goldwater was a dangerous man.

they are the sort of understood that, they raised their fear that if goldwater was elected president, they would likely be a war between the soviet union and the united states. so i raised not so much fears about goldwater, but it raised fears of water with select did there would be a war, a much greater likelihood they would be a war. it baked ms negative views the goldwater -- the people out of goldwater and raised fears if he were elected there would be -- there would be a war. but in the end, you look at the polling from the beginning of the campaign to the end of the campaign and it didn't change that much. it's hard to argue that spot and the others aired did anything because you would have to argue is viable in the first place and i don't believe u.s. i don't know if you see an ad like this again. i find it amazing that lyndon

johnson, among the most sort of conservative politicians when he came to his personal business and politics would agree to air a spot with this. it was so new and different and revolutionary in its style and talent. it is kind of remarkable that johnson did this. but in doing it, he did participate in changing the way that american politicians communicate with the public through their paid advertising. before then it is a completely different style of advertising. it was not very creative. it was mostly 15 minutes and 30 minutes speeches, just the candidate look into the camera, sitting behind a desk or on the edge of the desk. very low production quality to it. very little spot advertising. most campaign did not rely on the fifth team, 32nd spots. they relied on this longer

broadcast when they were preempting television shows instead of putting spots inside television shows. so this campaign showed vertical advertisers how to do it for way. spot advertising and moving creative advertising principles, actually thinking that advertising a product, advertising a candidate like you would a car or a box of cereal or bar or so. that was the real innovation of campaign brought was as creative advertising principles suddenly were now a part of political advertising and the rest is history because that aspect of political advertising has only expanded over the years. >> it's a three-day holiday weekend on booktv. simon montefiore on the 3000 year history of jerusalem tonight at 9:00 p.m. eastern.