being referred to unless they are a capitol hill staffer. very strange washington phenomenon of advertising. >> nebraska and you turn on tv at 5:00 a.m. you will see a farm show where the farm chemicals are saying, this is the one that gets nematods and our competitor doesn't get nenatods. they take each other on because they are real product differences. and we really have to work hard to find them meaningful, product differences. >> right behind you. >> hi, i'm in germany's daily newspaper. somebody aerearlier said that president obama is in a pretty decision right now, known for mostly positive campaigns but yourself said that negative ads do work. so i was wondering do you have any advice for his campaign, how

should he react going forward? >> i was asked in 2008 by hillary clinton and barack obama and chris dodd's campaign to work from those campaigns. so i thought about this a lot. i didn't do it but i have thought about this a lot. and i think if obama is in a good enough position that he can do some things that lift up america the way "morning in america" did foray agaireagan. i think that can help him be more effective if he wins, if he knows he's going to win. reagan was in a position where it became pretty clear he was going to win again. and that kind of confidence is rare if you're not as confidence about that then you're going to have to spend your money on the

negative because you need to win. and so the long-term branding of having upliftings, commercials would be fan fabulous for the whole country, both sides. >> does halftime in america work? >> it gets at it, doesn't it? it really does. >> think about the benefits of incumbency when you're president obama. we talked a burchl about the special interest groups and the different unaffiliated groups that will get to speak this cycle. i think if i was advising president obama i would keep him totally positive. i think president of the united states, a country coming out of recession, jobs arguably getting better. things are getting better across and iave m tell that story and only that story and leave it for others to get the drawdown. i don't think there's any reason for him to get his hands dirty with that kind of debate. i think that's some of the difficulty that we heard discussed when we were talking about the politics is he may well do that. he may be able to stay positive and that has nothing to do with

the democratic machine will be choosing to say about whoever the nominee ends up being. i think from a branding perspective i will do the same thing. to me he started to run and will run "morning in america" times two. he has dealt with tough situations. analogous to what reagan faced as he entered office, two-year mark, and now as economy looks like it's turning around. it really may be a replay of that campaign and i think he's got a strong brand with the hope and change that he ran on to pick back up and really focus in on it. it will be interesting to see what he does as the race tighten bs very much like we talked about before, he may have to go negative. i think that does have an i'm pat on your competitor but the reason we don't do it in commercial advertising is it has a impact on you. that blowback is unavoidable. >> the thing that's working in his favor now is that someone said earlier, it's that sliver of voters who don't already know what they're going to do. and they can be influenced by positive advertising, too, is

the temptation to preach to the choir and the choir is pissed off at that other side so you want to go after that other side. and there's that strong internal feeling of that. and -- but if you're only going after that sliver of voters who will make the difference, it's possible that you could go a long way with positive advertising, i think. >> some good pro bono advice. it's interesting though the extent to which candidates are going to be able to, i think, going forward to retain this arm's length relationship with their unaffiliated supporters. increasingly we've seen this already in this cycle, newt gingrich, demand of mitt romney, tell your people to stop it a p said, well, if there's anything in there that is an accurate, yes, i will. but i'm not so sure. he went on to say what's in the

ads but this -- this sort of narrative, not legal fiction but narrative fiction, well, we can't control it. it would be nice as you suggest, jamie, at the candidate, any blowback from any of the independent expenditures. really interesting thing to see going forward if that actually proves to be the case. >> we ask these guys to be real and be honest with us and we ask them to pretend that their biggest donor their whole careers, by the time they get to be running for the presidency, they back them in ten cycles, 20 years, and we ask them to pretend they have no idea what that person is doing and they would never stoop to talk to them. i think we've been shrined in law this really weird behavior that we ask of our most senior candidates and than they are left to play the part. that legally that he cannot turn and say, adelson, turn that ad off, that would violate the loss. weird structure for their brands

versus what the law asks them to do. >> let's take one more question. here in the front. >> chuck schroeder, copyrighter and now senior creative people. one of the things that really kind of glad to hear you guys say and mean nothing offense if mike the research guy is tell here, whatever, he made a point that advertising wouldn't really affect the outcome of an election. to frame that from our perspective where we come from, the research guys were always someone who came into a meeting with reams of information. always very smart guys. creative person would take one page. i like this. it would infuriate them, demean them, and make them feel as though all that tremendous work they put in because to naut.

so you just said and i want to make sure we underscore the point, that good advertising persuades, the sliver you're talking about, ken, is persuadable. and if you could elaborate slightly on that where you think that might have worked -- >> i think the challenge for obama specifically will be getting the people out to vote who voted last time because now that he is attacked a lot by every part of the spectrum, from liberal to conservative, i think that he has to inspire people that were inspired last time to go out and vote for this different looking, different sounding kind of candidate. it is no longer as unusual to the position. and the people on the left has taken the luster off of him.

he needs to restore that kind of luster and that kind of thing, you know, nothing will work better for him than if he can get joy if people's hearts. if he can go back to the inauguration speech, the speech in chicago the night he won the election. that's that the kind of spirit that will drive people out again. >> i also think a lot of the positive stuff he ran in the '08 cycle what got him to twin presidency. i think he did an awesome job of rebutting republican attempts to make him the other and make him see something outside or something strange or something foreign and he ran positive ads but positive ads that re-enforced his family, re-enforced his americanist. and i think that that -- i think tv has a way of bringing people into your home and creating a familiarity. and i think his advertising helped create that familiarity with him, to let his message land. so i think advertising is hugely powerful. i think advertising at its best pushes you the way you're leaning. it re-enforces a perception that

you want to see or you think to be somewhat true. that was why shift vote veterans for truth was for kerry. you felt there was something wishy washy. he had stood before congress. should we treat him as a war hero, something suspect and pushed on that point but it was already in the public persona. i think that's where advertising both for brands and politics is awesome. it can help cement a perception that lingers in people's minds. the hardest thing for people to do in any advertising is create a brand new perception or brand new behavior. that kind of lean, which is most political advertising, is ready made for television advertising. thank you. unfortunately we do need to wrap up now. i'd like to -- thank you. i wanted to -- i'd like to encourage everyone to come must tooeks, february 28th, at 5:00. it's an hour and a half. followed by cocktails. it's on the political facts of life. it's a new america's releasing some research paper on fact checking and the media.

it will be a good time. and thank you both, michael and jayme for broadening the conversation today. this is fantastic. thanks a lot. thank you for coming. thank you. >> coming up live tonight, the alabama republican party is hosting a presidential candidate's forum at the historic alabama theater in birmingham. speakers include former house speaker in newt gingrich and rick santorum. texas congressman ron paul and former massachusetts governor mitt romney declineded to paerp participate in the event.

we'll have it live tonight at 6:30 eastern on our companion network c-span. >> at some point the federal government has to be able to say to a private business that owns krit infrastructure that we all defend on that an enemy might attack that we've got to be able to say to them, you've got to meet this standard of defending yourself and defending our country. >> in the year 2010, the estimate is that there were 3 billion cyber attacks on private and government computer systems. 3 billion. so this is a threat that is growing exponentially and that we simply must address. >> senators joseph lieberman and senator collins detail how their cyber security bill differs from other senate bills to be considered this spring. the communicators tonight at 8:00 eastern on c-span2.

c-span's 2012 local content vehicle cities tour takes our book tv and american history tv programming on the road. the first weekend of each month. march featured shreveport, louisiana, with book tv at the noel memorial library. >> mr. knnoel was a local man, started accumulating books when he was a teenager and continued until he was in his 80s. over his lifetime he accumulated over 200,000 volumes. if we have a gem in the collection it is probably going to be this one. it's one of the books we're most proud of. it's in the original binding from 1699. and it was once owned by a very famous scientist. you can see his written his name, i. newton. we're not pulling it out so much anymore because it is starting to flake away on the title page. >> an american history tv looked at civil war era medical

practices at the pioneer heritage museum. >> pioneer medicine a strong stretch from what it is today. you consider that, the things that we take for granted today when we go to the doctor, things like the instruments being as germ free as possible or the doctor has washed his hands before he decides to work on us. we use the term loosely for doctors when we're talking early med sane sin. a lot of these doctors in our region were self taught or they had worked under somebody else who had been self taught and getting ready to retire. they would just learn as they went. >> our lcv cities tour continues march 31st and april 1st from little rock, arkansas, on c-span2 or 3. congratulations to all this year's winners of c-span's student cam video documentary competiti competition. record number of middle and high school students entered a video on the theme the constitution

and you, showing which part of the constitution is important to them and why. watch all the winning videos at our website. studentcam.org. join us mornings in april as we show the top 27 videos on c-span. we'll talk with the winners during washington journal. the nation's governors were in washington recently for their annual winter meeting. next a discussion on growing state economies with jim clifton, chairman and ceo of the gallop polling organization and the awe thr of the book "the coming jobs corp.." he talks about the need for less innovation and more entrepreneurship to grow small businesses and what the u.s. must do to be globally competitive. this is about 50 minutes. >> ladies and gentlemen, please take your seats. please take your speets. here's the hard part.

if i could audience members to place please take your seats. governors, please take your seats. hey, mike. i had a delegation of your lead members on the flight coming in. yeah, they did. ladies and gentlemen, please take your seats. i call this meeting to order as mga chair i would like to take this opportunity to welcome you to the 2012 winter meeting. may i have a motion to adopt the rules of procedure for the meeting? is there a second? thank you. let me just explain one thing first before we vote. part of the rules requires that any governor who wants to submit a new policy or resolution for adoption, this meeting will need three-fourths vote to suspend the rules to do so.

please submit any proposal in writing to david qualm of the nga staff by 5:00 p.m. tomorrow, february 25th. all in favor of the motion, please say aye. aye. all opposed? motion is adopted. governors, our monday's session is dedicated to reviewing and adopting new policy statements. we have streamlined our policies and processed more closely aligned our policy statements with governors' priorities. i want to say i appreciate the hard work of every one involved, the governors, your staff, the nga staff, as we change the direction of how we're establishing our policies. i would like to take moment to acknowledge some distinguished guests who are here with us tod today. i want to first recognize our guest from the white house office of intergovernmental affairs. thank you very much for being

here. we also are joined today by delegations from canada and the head of the mexican nga. if both of these delegations would stand so that we can recognize you, please. thank you very much for being here. for all the tough issues, states and territories face today, economic growth is one of the most important issues for us to address. economic growth is key to our success as governors. that's why i chose growing state economies as my chair's initiative. it is designed to provide governors and other state policymakers with better policies to improve the economic environment in their states and more strategies designed to foster business growth. we put an emphasis on understanding how a small

business becomes a fast-growing firm and what policies support that transformation. high growth businesses are one of the driving forces of the modern global economy. they are the primary source of job creation, prosperity, and economic competitiveness. new fast-growing firms often evolved to become large employers. as governors, we want to help the private sector grow, creating new job opportunities for our citizens. nationwide, firms in the first year of existence add an average of 3 million new jobs per year, according to the kaufman foundation. nearly 40% of these new start-up firms do not survive the first three years. those that survive, however, prosper and usually create more net jobs than all small start-ups do. the most important firms that survive are called gazelles, high-growth firms that expand employment by 15 % or more

annually for five consecutive years. such firms make up about 5% to 6% of all businesses but virtually all new net job creation. for any successful firm, the challenges to stay ahead, to go from good to great, and to do it again and again and again by creating new products or by entering new markets. firms that remain entrepreneurial do exactly that. these firms drive growth and prosperity and global competitiveness. that's why we are opening the 2012 winter meeting with a discussion about economic growth and job creation. my goal for growing state economies is to provide each and every governor with a state profile on their small business and economic environment and to produce action oriented reports on policy choices that have been

shown to generate job growth, entrepreneurial activity, and expanded exports. part of growing state economies is for regional economic development summits to provide governors and senior economic advisers an opportunity to learn from local entrepreneurs, small business owners researchers, and other experts on what works to create high growth, innovative firms. in october governor malloy hosted a summit in connecticut. in november the governor hosted a summit in nashville, tennessee and governor barbour and fallon joined us. just last month governor gregoire hosted us in seattle where governor parnell joined us. in april i'll host a meeting in omaha and i encourage you to attend. finally i want to take a memorial hospital to thank

several organizations that made important contributions -- bank of the west, intel, the national venture capital coalition and others. this cross section of private sector support illustrates just how important our work in growing state economies is. we have support from companies engaged in advanced manufacturing to cutting edge information technology to those who can finance entrepreneurs. i also want to thank the kaufman foundation for their financial and intellectual support. we are pleased to have this broad support because it is indicative of our work that we need a partnership with the business community and others who are created to job creation, prosperity, and economic competitiveness. now to kick this off, it is my pleasure to introduce a good friend, gallup chairman and ceo

jim clifton, who says that, and i quote, what everyone in the world wants is a good job. and in his latest book "the coming jobs war" he describes how this undeniable fact will affect all leadership decisions as countries wage war to produce the best jobs. since 1988 jim has served as a leader of gallup. his most recent innovation, the gallup world poll, is designed to give the world's 6 billion citizens a voice in virtually all key global issues. under his leadership gallup was expanded from a predominantly u.s.-based company to a worldwide organization with 40 offices in 30 countries and regions. jim is also the creator of the gallup path, a metric based economic model that establishes

the linkage among human nature in the workplace, customer engagement, and business outcomes. this model is used in performance management systems in more than 500 companies worldwide. please welcome gallup chairman and ceo jim clifton. >> thank you very much, governor hyneman. it is a big highlight for me to be here. thank you for your partnership. i don't know if you know this or not. i was born and raised in nebraska. now i live here in washington, d.c. i have an office in new york and i go back and forth. this is not a joke but it's a story. nebraska was playing oklahoma years ago and we used to have

these big knock down, drag out games. the game was in lincoln and the abc announcer interviewed one of our running backs. he was sitting there with his nebraska football helmet. it's pure white, nothing on it except one big n. i don't know why she asked this question. she said to him, i'm not going to say his name, if the n on your helmet didn't stand for nebraska what might it stand for? he thought. he really wanted to get it right and finally he said i'd have to say knowledge. that one follows you everywhere you go. i just changed some things to perfectly fit what i saw in the program. i changed them on here now and i don't know if this speech is going to work perfectly. i kind of wish i hadn't changed them but i did.

let me hang some thoughts on you we have found from our polling and maybe they'll give you some ideas for the important discussions you're going to have. a good question to ask, i've had kind of the same job my whole life. dr. gallup, a famous iowan founded our company. he was more of an academic than a businessman. he was a dandy entrepreneur but he had a thing. he was more interested in democracy and he had a line where he said if democracy is about the will of the people, somebody should go find out what that will is. he didn't say go vote that will. he just said that you ought to know what that will is because if you don't know what the will is when you're making strategies for your states and for the united states of america, if you have the wrong premises, the more you lead the worse you make the place. his point was let's write that will down. here is something you need to

know for your conference. if you said, what was -- so he started this thing 75 years ago. he said if you said to me, looking over those 75 years, what's the single most profound poll you've ever seen? i'll you. dr. gallup called it the great american dream. he always wanted to write that down. what the great american dream has been for been peace. maybe that's out of civil war and world war i and world war ii. then it became have a family. pray to the god that you want. freedom. and a bunch of stuff like that. that's been the will of america. here's what you need to know though. almost nobody knows. it'll sound subtle when i tell it to you. it's just changed. the new will of america is to have a good job. it's a huge sociological shift that changes everything.

i'll give you a couple. one thing, it changes when you get married. you wait longer or you don't get married at all. it changes how many kids you have. or maybe you don't have any at all. it changes migration patterns. we've been walking 200 years following herds or agriculture. now we walk because of a place we think we can get a good job. here is a real important one. it changes who we vote for. more than ever. it also changes for all the people here in corporations, how you manage your work place. now a job is personal and defines your relationship with your state, your neighborhood, your family, also big u. is that new?

yeah. that's all new. i always say if you want to know what it used to be like when you see a yankees baseball game when babe ruth hits and has the funny little run he does, look in the crowd. sorry ladies but i don't see any women. it was all salary men. 'all have the black suits, white shirts. they all look exactly the same. the same hats on and a black tie. it looks like they're all smoking pell mel cigarettes, too. the whole yankee stadium are the same people. that's back when a job wasn't personal. those are salaried people. so that's what you need to know. so right now we have -- gallup tracks nightly unemployment. we show about 20% unemployment. you got under employed, too. if i go over and mow dave's lawn and he pays me $20, i worked one hour, the u.s. government -- i'm not unemployed. did you know that? maybe i'm an engineer. i just work one hour a week.

i'm not unemployed. but if gallup says, jim, are you unemployed? i say, hell yes i'm unemployed. i don't count mowing his lawn for 20 bucks. the real unemployment number is about 20%. this is what's deadly about it. when we ask the 20%, do you have a hope to get a job? 60% of them say i don't have any hope to get a job. it wouldn't matter to salary men. it wasn't personal. but now it wipes you out and you experience something that i'm going to call hopelessness. it's a brand new state of mind here in the united states. it gets you 18 million people. what i know about 18 million people from my business is that means every single one of us in this room is one degree away from somebody who is hopelessly out of work. so if you ask yourself why do we have -- why is america in the