anti-evolution of advertising that we lose control enough, we have running ads and we don't have control over them. we has control of in a message which is what we try to retain control up. that, becauseg is of the online capabilities of social media, not just but anybody out there can make an advertisement your behalf and if it is good enough, there will be enough power. when my favorite advertisement a great apples advertisement that was produced on behalf of barack obama, but not by the campaign. you probably know more of the back story on this. technically, not an advertisement at all, it never aired on television to my knowledge. host: it was a viral video. so, we kind of a stretch the definition of political advertisement we start to include these. they are clearly persuasive. mr. mckinnon: i think it was pretty early on, was in a? the dynamic up of

hillary clinton and president obama and change versus more of the same. very powerful. let's run that advertisement. [video clip] >> [indiscernible] >> i don't want people who already agree with me, i want honest, sears, hard-working patriotic people who want to be part of a team. the american team. i hope we have learned a little bit more about what i believe in and am trying to do, and really, help this conversation about our country get started. >> i hope we keep this conversation -- ♪

mr. mckinnon: another example is the campaigns will now ask their supporters to just do a competition. to begin it advertisement here is one. bernie sanders has had some great ads the cycle. here's an example of somebody that is supported made an advertisement for a minute is fantastic, as good as any advertising you'll see from an agency. [video clip] >> our job is not to divide, our job is to bring people together. [applause] >> if we do not allow them to divide us up, i race, bisexual orientation, by gender, by not allowing them to divide is that

by whether or not we were born in america, or whether we are immigrants, when we stand and black ande hispanic, gay and straight, women in man, when we stand together, and demand that this country works for all of us, rather than just a few, we will transform america and that is what this campaign is about. it is bringing people together. [applause] mr. mckinnon: they have had a series of advertisements from supporters and those are great examples and other campaigns. great power of the community. you can crowd source or advertising and come up with great ads like this. host: absolutely.

the one consistent thing about political advertising is great is great. mr. mckinnon: there is evolution and phases, the great advertising is great advertising and the greatest advertising, the greatest political messages are those that have vision and hope. hope is such a powerful motivator, we talk about it and fear, but the great candidates really communicate a vision, a hopeful sign that things are going to be better. we have a message of change. how they will improve society make people's lives better. at the end of the day, there are approaches,erent different concepts, but the powerful, great political advertising campaigns have inspirational messages and so, i just want to close out this section of the program by showing you a couple of examples. doing to say anything? host: absolutely, the standard book on how to build a campaign is you start with the introductory advertisement, the

2 platform ads, then you moved to attack ads, but you don't want to leave a bad taste in people's mouth kind by going negative all the way through the election. you close the vision ads. these, technically, may not have come in that phase of the election, i know for instance, the obama advertisement that we will see aired in 2007. this is one of the first ads that aired on -- for obama. he laid out his vision. by way of introducing himself and defining himself. i'm not sure when mourning in america aired. of, it is a textbook example laying out a vision. mr. mckinnon: when i saw this aama ad, you see that he got clear and compelling message and was going to be a contender. the last line of this ad is maybe my favorite political line

, advertising light of all-time. look at that. [video clip] >> every time a thing about my hope for america, -- they don't believe that we can ask a change politics. and bring an decades of division and deadlock. they don't believe that we can limit the power of moderates. or that we can trust the american people with the truth. face the same problems and hear the same promises every four years. mike spirit tells me something very different. in 20 years of public service, i brought democrats and republicans together. to sell problems that touch the lives of everyday people. i have taken on the drug and insurance companies. and i have one. i defy the politics of the moments, and opposed the war in iraq before it began. this is barack obama, i approve this message to ask you to believe, not just in my ability to bring out real change in washington, i'm asking you to believe in yours.

mr. mckinnon: that became the slogan that was on their website. host: asking you to believe and not in my power to change, but your power. in franchising the voters. nothing fancy about it, just a talking head with a little bit of walking and talking. very powerful message. and a clear rationale. at the bottom of any great campaign, is clear rationale. mr. mckinnon: field campaigns, you'll see that there's a lack of rationale. let's close this out with the great morning in america, ronald reagan, the great communicator. i was thinking about this campaign, this could be minute in america, this campaign. but anyway, this is a time where we had mourning in america. [video clip] >> it is morning again, in america. today, more men and women will go to work than ever before in our country's history. with interest rates at about half the record highs of the 1980's. nearly 2000 families

today will buy new homes. more than at any time in the past four years. afternoon, 6500 young men and women will be married. and with inflation at less than half of what was just four years ago, we come up forward with confidence. to the future. -- it is morning again, in america, and under the leadership of president reagan, our country has grown. why would we ever want to return to where we were? less than four short years ago. ♪ >> great stuff. i think we'll talk about our next panel, but, one thing we want to focus on, you look at this election, right now, and the return on paid advertising has been limited to say the

least. and so, the power of effectiveness of advertising in general is really evolved and changed. again, i think that gets to the notion of voters have become very skeptical and know that it is a four. so, therefore, the power of free media and somebody like donald trump comes along and has a very different approach. and has spent almost semi-advertising. >> i read that donald trump laid out a vision for a campaign that was run almost exclusively on free media. and the people he was talking to said, you cannot do that in effect, watch me. almost he has received $2 billion in free media. which is astonishing. [laughter] >> coming out of business. [laughter] >> i can talk about the old days. thank you for this segment of the show. [applause]

>> i think we will shift some chairs out now. bring my colleagues appear. so, we have three yes that i bring it up, who are some old friends, some new friends. the people i've been well acquainted with the well aware for a long time. best are three of the political minds and operatives in the country. i had the opportunity to work with sarah fagan and rush refer in both the bush campaign. they are simply the best. they're the kind of people who do not dance in the end and. they just get it done. credit for a lot of work that he did. and a lot of work that sarah did.

well known for being the architect for president obama's campaign. a number of operatives the other day, doing our show, and we were thoroughly cleansing campaign. a number of people were people that you had worked against, at some point, and to a person that -- david is the best in the business. people he would run over with a truck a couple of times. sarah was really in charge of the research and analytics and is gone on to do amazing things through companies that she has started, that look at analytics and research and is anytime in a campaign where we really want to know what is going on. sarah was the go to woman who really looked around corners and understand demographics. and where the advertising should go, how could it be the most

effective and ross was the creative genius who really produced most of the great advertising for the campaign. not on the bush campaign, but the romney campaign. literally hundreds of congressional and senate republicans. masters ofd of the the political universe and there is so much to talk about. -- let's talk about, breaking this down into the past, present, and the future. what islk about happening. i wanted to start off by -- one thing i wanted to say in the introduction was the weird thing about political consulting in the business that we are in is that there is no license or degree required. so, does not always attract the best and the brightest, but these are the best and the brightest. [laughter] >> if they let me in. >> as evidenced by the news today. you had a great line today. in caseted out today,

you missed it, donald trump campaign manager has been arrested. what did you say? >> i said a presidential campaign managers job is to manage the circus not to become the circus. >> exactly right. so, i wanted to as this kind of throw back and say, dear member your first campaign, and maybe your favorite campaign, either one of those questions? was -- icampaign, i just graduated from high school and a guy down the street was running for congress and i thought i was going to be a lawyer, and so, i have gotten a job that summer interning at a legal office. i was also working on the campaign. i hated the law firm. hated it. it was the worst thing in the world. i love the campaign. so that stayed on. in terms of favorite campaign -- >> you can't say bush or obama. you have to pick a favorite. >> canopy any bush?

[laughter] >> my favorite campaign was in 1988, working for president george h.w. bush. that was a wonderful campaign, a lot of fun. >> my first campaign, i was in college, science and one summer teaching tennis, doing door-to-door. my father said you have to do something that might have some application of the future. so, this is dating myself, back then we had been called college newspapers. and there is an advertisement saying, come work on the u.s. senate race. i was going to school in delaware and the senator was bill roth, a very famous editor, so this is a primary to replace injured i worked in the longshot campaign. as a chemist and i went door-to-door and just and we try to get people to support the camp in -- candidate. panhandling a lot of it. we were down 18 points, had some great ads that ran, and we won,

saturday night, the balloons come down, we win upset victory. such an exhilarating moment. it turns out, the monday morning, and one of the precincts, you attach this today, back then you did not. they had given us 2000 incident 28 votes. up so, that point, we were three. [laughter] >> and we lost the recount by 721. after i dropped my glasses monday morning. it taught me, i don't think i love to two campaign, and that had not happened, i would have been out of politics and a gun to law school, but it would've taught me that any of us could've worked harder and found 72 votes. at a very and age, it taught me the value of hard work and that you can make an impact here in politics. my first campaign was in 1994 branstador governor and his previous iteration as governor of iowa, the longest

serving governor in american history now. david,n college, like and i was hired as the youth director. love, and the development with politics and campaigns, and i had the geographic advantage of being in iowa. i went to work for -- early after that when he was running has -- getting his position campaign started. i worked for a lot of texans even though i am from iowa. my favorite campaign is the first bush campaign. there is really nothing to compare, your first winning presidential campaign. >> no question about that. >> i will ask either to tell me or both, your funniest campaign anecdote or maybe the toughest challenge that you ever came up with and i will say it with a charlie wilson story. charlie wilson, think a lot of people know him from texas. the gray, colorful congressman who was always in trouble because of drugs, drinking, or women.

or send nomination of accurate he was always number one on the hit list on the congressional hit list. but he was a great character and really colorful. and really fun to and campaigns with. so, we went out for his last campaign and all of the same troubles. he was down 20 points, there was a challenger. we went to the first campaign meeting and there were all kinds of new rumors, and he said, don't worry, everything will be fine. i said, i just want to tell you, i met a young baptist girl, and she sings in the church, and she is -- you does not smoke or drink. she has been real good for me. i think we're going to settle down and get married. just as soon as she gets out of high school. [laughter] >> here we go again. so, funny moments are challenges? [laughter] >> that's hard to top. it was fun to watch you replay

the advertisement because i distinctly recall testing that advertisement, and having to -- the ad maker, he would've been down there. another great ad maker, part of the bush team. article or the groups who were testing this with, a couple of the participants were having a real difficult time getting the ad. i had to physically tell him that if he wins and to the focus group room and started talking , that i wasnts going to recommend you be fired. and he went to go explain the ad to them. because they did not get it. and it was a funny moment. >> focus groups used to drive -- >> we do learn a lot from them. fromer favorite moment focus groups in the 2004

campaign is the second time i aard in a focus group that participant in a different city on a different night say that john kerry reminded them of an undertaker. [laughter] >> i thought that that is a fascinating finding. it sticks with you as somebody who is in politics because voters are much more sophisticated than a lot of people give them credit for. these particular voters are certainly, they were taking a gut level reaction. john kerry certainly was a very a college public servant, but politics is about a connection. in making connections with voters is something that our candidates that your did very well. and he had struggled with. >> david? players ago, actually managed a senate race in new jersey for a man named bob. i have a lot of great not appropriate stories.

actually, the hardest race i was ever involved when -- to new hampshire's first in 2008. this is right before the new hampshire primary where we are predicted by everyone, including our numbers to win. he was one of these -- it was snowing and it was early in your waiting. you're behind the hotel. you have the motorcade. some of the advanced people had surprised us with big vats of dunkin' donuts coffee. something in the van with my partner, david axelrod, and he is sitting behind me and the back bench of this van, and he and i want say the word here. and i hear david say this about what times a day, so i say, what paul? heat story, that says no, i meeting this glazed it in thend i got

track will of the blackberry and my blackberry is broken. blackboard -- but very done for the whole day. i think the hardest thing that i was involved in, was the night we lost the new hampshire primary. obviously, you guys with your than 2000. but hillary clinton was such a strong front runner and we were prepared for later states, that we really thought that we had to win iowa and new hampshire. nevada could be a sty -- a tie. average blood that is up 14, our own polls had is that 10. and we lose by three. that was the hardest thing because honestly the biggest challenge, and barack obama was the main reason we got through that, but obviously for me as a manager, said mentalities and kids and volunteers that we still have a chance. i thought we did that even i was not convinced. that night, we did a nationwide conference call and tried to convince everybody that we did not this coming, but we still have a plan and we will still get through that. that was the toughest year is my

professional life, losing a have should. >> i will inject on that one. i remember the morning, for us and new hampshire in 2000 when we got the message that not only we lost, we lost by 19 points. going in is the front runner. and i remember we got called over and you are both there. so there is this moment that i cannot imagine what this he like an expected that we were going to get a whipping, and it was one of them is powerful, compelling moments of the entire campaign. , we gotresident bush the sort of court campaign together, and there was an ounce of criticism, not an ounce of bling no looking back, it was just this is on me. you guys did a great job. we're going to walk out of here with our heads held high and it will look like we won this race. and i member peggy noonan saying that she watched the concession speech that night and said she

thought it was a victory speech. so, it was a great moment. talk about a challenge. night that we lost, i had lasting barack obama and michelle obama when the last exits, had is up six, which is just -- disappointed by. we say, six, we assume they are just off a little bit. and we win by more than that. you, he did not spend a lot of time watching cnn, so they are having dinner. david axelrod and i became the white house press secretary and we had to tell them. locationup to their from our bunker knock on the door, and say that they lost. he just kind of exhales. four years later, i'm not even sure your members this, then i before the 2012 election, we do our last event of mine, iowa, fun to chicago. gibbs, axelrod and i are in the staff cabin. in, and walks out

toward the cabin where the first lady is. comes back in and says, now, what i don't want to see his three sop's at my door tomorrow night like you were. and it actually scare the living daylights out of me. [laughter] you're absolutely right. i tell that story about that day new hampshire often. i don't know if your number what you said, i don't want anybody pointing fingers at anyone, i on't want anybody getting anybody else, and he says, i will be the republican nominee and i'm going to be the next president of the united states and you are all are coming with me. and if you are in that room at that moment, that was just the biggest vote of confidence that allowed everybody to go out there and feel like you have one . now, we are always turned figure out, if we had not won south

carolina, maybe things that turned out differently. i think the hardest thing in any campaign, and we always talk about as consultants and people involved in the campaign business, you talk about your wins. you don't when everyone. anybody was been in this business a long time is had some really heartbreaking losses. i think the toughest thing is in a campaign, down the stretch, in the last couple of weeks, and you know it is going to lose. and trying to keep everybody's spirits that. and trying to keep, if you're in the candidate, tried to keep everybody involved in the campaign. because you know where it is going. me, what is so great about the business, and what you really like about it is the finality of it. that, on the next day, you win, or you lose. there's no do overs. there is no, second chance, and

if there's a second chance, has to be to-six, or four years later. interesting,really and also makes a very emotional, and i really admire the candidates in the campaign teams who, in that last push, continue pushing, continue making the speeches. continue knocking on the stores. knowing, it just might not happen. but they're hopeful, and there really given it their best shot. i think that is a tough thing, but it is also really uplifting. >> no question, and i often say that first of all, you learn more from losing campaigns are needed from winning campaigns. also, winning a campaign is a great feeling, but losing is in credit -- is a crushing experience. it is hard to describe. you invest your soul and your time and your hopes and dreams, and usually, it's a young campaign staffer and when you hit the wind, and unlike the example that you said, i

remember being in these campaigns and i haven't a clue about the reality. and just believing that we are going to win and that it comes crashing down it is done. i remarried in this campaign with marco rubio, and i went the next day and people come out with boxes. a very tough time. rubio, referenced marco let's talk about this campaign. wow, it is a circus. [laughter] one of the interesting things i think that we would all observe about american politics is that it is unpredictable. that is part of the fun of being involved in it, just only think we know it is great to happen, something else happens, so is always new and refreshing and not the same old thing. we certainly know that winning campaigns rarely look back to the path, they look to the future and reinvent things. if one of you predicted this

one, speak up now. something justs completely different, so let's just start at 50,000 seats, let's start with you. what is going on here? things,a combination of but we did not just arrive at donald trump. the country has been going through such significant changes, all compounded on top of one another. if you think about the amount of technological change, in the last 10 years, most significant changes since the invention of the printing press. think about, the country is been through two wars. wars that are waged in a very differently, it was different terms of different rules. i think for donald trump, one of the things about his appeal that is underreported, is that if you were middle-class or lower middle class, being an american

men something, and there's a lot of americans right now, you had being an american, you may not be rich, you may not have the nicest, you are an american and i really meant something in there a lot of americans that wonder if that means the same thing it did 25 years ago. you couple that with the financial crisis that occurred, 2008, which certainly, there are many people who are making the same amount of money are less money than they were at that time. and you take the demographic changes in this country. this is building, this has been building and is donald trump and bernie sanders to me, are fascinating case studies. in american politics. because, they largely get the same speech. the system is rigged. you are getting hosed. and i'm going to fix it. i don't much up his gun to fix it by taking on china and mexico

and immigrants. and bernie sanders is going to fix it by going after wall street. to arriveorters want at the same place through different means. >> who have predicted a year ago jew from vermont would be in contention for the nomination against the real estate billionaire? one thing i would say is that i remember going back and looking at 1992, and the ross perot phenomenon, looking at the polling and the data from then that created the opening for his candidacy. and compare that to a year or two ago, and it was much worse now, the terrain for an outsider businessperson, if it was enough 1992 that a guy who led the race for two months, you flash forward, just the underlined dynamics of mistrusting

government, and what was right in 1992, israeli -- now. the notion of an outsider coming trump,he form of donald the concept is >> -- so much has changed. as an outsider, and so many more people now identify as an independent, it is the highest it is ever been since people been tracking these numbers bowling wise. he arrived on the stage at the perfect time. reminder, i will never forget, shortly after 9/11, president bush's the new york city and there was a picture probably in all the of the new york leadership and i said, 10 years ago, you would have said that george bush would have defeated and richards and become governor of texas and become president, hillary clinton will become center of new york, and george pataki would defeat mario cuomo and become a two-term governor

and rudy giuliani would defeat david dinkins, you would've gotten millions went off any of that. it is a reminder of the things. i agree completely with sarah, donald trump and bernie sanders have not credit the conditions for the rise, they are tapped into them. now, the democratic race is essentially over from a delicate standpoint, but bernie sanders is going to win probably half of the states left, and he will continue to do well, but hillary ,linton -- the delegate battle and boxing, if you lose the first seven rounds, you always to have the chance of a knockout. that is not the way works and presidential nominating fights. if you get the delicately, is hard to take it away. hillary clinton now is i think, almost assuredly going to be the democratic nominee. but bernie sanders has tapped into something real, did credit party base has become more left in populous in the last eight years. which i don't think is particularly healthy for the country because i think that both sides have a harder time meeting in the middle and compromise it is harder to get things done. but donald trump is tapping into something real. i don't think any of us saw this.

here's what is interesting, presently advertising this year, is not having quite the impact that we have seen before. i'm not so sure that will be the case of the general election where you have voter target were not very political, or not paying attention to the race for image, you know they are, yet the chance to target them in virginia, ohio, and florida. what is amazing that donald trump is he is doing well and he is not really running a campaign. tell, they have no sophisticated data on delicate operations, they do not prepare for debates, they barely been advertising. he is shown a mastery of sourcing the media landscape, he, himself, is the social media director. [laughter] >> for good or for bad. >> it some illegal. >> but he dominates the race. every day, there is no -- for anybody else. if it is donald trump and hillary clinton, will be one of the challenging things for her, and it would be for anybody, one of the reasons i'm glad i'm retired, is how do you deal with it? every day he calls into six tv

shows and does whatever is on his mind. he is going to say whatever rumor he has heard, and that will be something as her public nominee, that is global news. legitimate is whatever he says. it's very complicated to deal with. >> you are right, the interesting thing moving forward is that i think his challenges, if he becomes the nominee, his challenges are very different. right now, when he had 16 people in the race, it was a very niche, 30% of all, you're a big winner. even now with three people, if you can get 45%, you can still win with that. now, donald trump, 70% of all women have an unfavorable view of donald trump. women say theyan may not vote for donald trump. that is a stunning number. you have the nominee of the romney, 2012, mitt saying that he will not vote for the nominee of the party and

2016. these are stunning things. donald trump, if you expect to win, he has to really change his whole campaign because he has to actually get people to like him. he asked her out to get people to say that yes, this person can be president of the united states. that this person can lead. and it is a very different game that what he has been playing. now, maybe you can make that pivot and that change, so far, i don't think is really shown the ability to do so. but, maybe he will. if he does, then i think he will do some of the joint things out there, and tried to keep the clinton campaign off their game plan. but, if you are going into this with 70% of women, having an unfavorable opinion of you, it is going to be very tough. won whitett romney women by 14 points, the next about the nominee will have to win white women by his many as

20 points. in order to become -- in order to win. that is a very, very tough thing i did for donald trump to do. , itet me ask you and sarah looks increasingly like donald trump could be, will be the nominee. interesting delegate stuff going on ted cruz making a move. i think you'll in wisconsin, big. it will change the dynamic. notionses, there are among republicans who say, he is antithetical to everything that i believe in the republican party. he is anti-free-trade, one of the reasons why i became a republican. do you think there's a possibility of somebody out there just going, and maybe it is too late, you know, sarah, just rebranded republican party through independent third-party candidacy and say, we're going to find mitt romney are some of you with money and we're just when to start over. i savor well, maybe we need to

bring on how to rebuild again on their public and party. our this crazy scenarios? i have to believe that it could happen and people are talking about it. i've not seen anything really develop yet of a serious nature. >> we did a segment where we found what is left of the establishment in washington, and it is six people. [laughter] them, kaufman is one of and we took them to dinner in washington establishment, and had martinis and it was amazing, like a mafia meeting. they were remarkably candid, but the thing that was clear, of those six, six complete different opinions about what was going on. there is no sort of, the notion that somebody would put together a movement to stop what is going on. >> there is no establishment. >> they are gone. i was going to say, i don't

think donald trump is going to get a delegate required going into the convention. >> what happens then? >> i think we are likely in a scenario where there is a brokered convention. the question is, is he just shy a few delegates and he is able to cobble together and get there, or, is he shy 100 plus delegates, in which case, i think we're in a multi-ballot situation. possibly ted cruz could become the alternative. it's not crazy to think that somebody who has not run this cycle would emerge. particularly if you cannot do one of these situations. >> that have to be like a -- 10 or 12 ballot situation. >> ted cruz and surly john kasich, neither of them can get there. ted cruz would have to win i think 84% of all the remaining delegates. it is very high.

most of the delegates have not been chosen yet. there are states where they run on the ballot, but, many of these states then go to many iterations through district conventions, and conventions. many of these folks have not been chosen yet. it is fairly early in the process, even as by the states that already voted. you go to these donald trump rallies and what have you and you see that there is some heat there, some passion. something is really going on. to imagine a contested convention where you deny this movement their candidacy, it is hard to imagine a good outcome out of that. >> it is our dimension a good outcome of donald trump as the nominee of their public and party because it is not -- [applause] >> it's not their public and party anymore. i would call it a hostile takeover of their public and party. view, the my

difference between ted cruz, he is certain me very bright individual. but, he has a high negative that is not popular among his colleagues. the difference between ted cruz and donald trump a general election is that probably neither of them beat hillary clinton. but, we may sort of come out of andbottom after ted cruz the republican party are still intact. donald trump, it is not the same party anymore. it does not really exist as those of us have worked in a know it. >> let's put you in the role of strategist for hillary clinton and donald trump is the nominee, what you tell her? >> i think the first thing is be herself. authenticity is the most important principle in politics. donaldnot try to out trump, donald trump. what i would say tactically, is here's what is interesting, with ted cruz, it is a pretty narrow

band. there is not that many voters truly in play. donald trump, it upsets the whole cards. there will be a bunch of voters that might have voted for barack obama twice and john kerry, particular sort of blue-collar men that might be available to dump truck. for the kind of thing, you have to know who they are. then there will be a bunch of suburban college-educated women who might've voted for mccain and romney and president bush who might be available to learn clinton. you have got to know this people are, and you have to go after them. you have to start defining trump and clinton and the race to them. i think with trunk, ted cruz public cannot win, but you know what you are dealing with. donald trump could make it close, he could also lose by a historic margin. from a provincial campaign perspective, that puts a lot of voters out there. this, hillyf clinton's biggest challenge will be turning out the obama coalition. that is a hard thing to do for anyone, but we of seeing young voters gravitating to bernie

sanders comes that is a big visa business. i think yet to step back and say, how likely to execute a campaign with this nonsense going on? i also: to six progress today are run my own thing? if i ignore him, he will dominate the oxygen of the race, so that is difficult. i do think, president clinton defined bob dylan the race early and one. your team and president bush did against john kerry and we did against mitt romney. even as she is not an, their public and race clearly will go to cleveland in july. she has an opportunity in these next three months. you cannot look like you're being rude to bernie sanders, and are prematurely, but to me, the most important part of the race maybe the next three months and he began to set up the race in a way that you define it and you also with the voters that are either available to you or they are at risk for the donald trump, can you make progress their? >> let me touch on a media question. also fold and questions from the audience.

has thrown out the rulebook in a lot of ways, but one of them is media. earlier, someone mentioned that when you quantify the dollars of free media that he is god is worth $2 billion. media take complicity responsibility? is it fair to criticize the media for what is happened? >> sure. [laughter] >> it has to be. how many candidates that we have all worked for would you like to say, listen, don't bother getting up this morning. just pick up the phone. pick up the phone. it is ok. they will take the call. it's all right. >> would you like to dial it in? [laughter] trump inn see donald

his pajamas and john tower calling into chuck todd. yes, is the media complicit, of course they are. to his rallies and covering his rallies, corsair, why, because -- is the news value to it, absolutely. i think that the other thing to kind of remember about donald trump is that the guy had a hit v show for 10-14 years? that is how many people see him, that person on the show. his image is, very much tied into that show. who years as a strong, decisive person. who makes the decisions, you are fired, you are not fired. that is all fine, but that is part of who he is. and many also had a big social media following. one of the things that i think is interesting about this cycle is that really, it has been, the

media has been complicit, you -- whether the washington post there are times, eagle and the editorial pages and colonists after columnist are railing against donald trump telling us it is the end of the republic if he becomes the president. but, you go on facebook or you are on twitter, and people are pushing back. real people. they are your neighbor down the street. they are saying, no, i think donald trump is really dead on and we have to make america great again. david has no idea what he is talking about. in 2012, the mitt romney, we had a bad editorial in the wall street journal on health care. you probably member that. we were devastated by it. i remember governor romney was very, very upset, now, this stuff just seems to be meaningless.

bad column from george well used to mean life or death for a campaign. and you have to be fighting it for weeks. now, it is just sort of rolling off of their backs like it is nothing. i think that is how this holding is really change in how the media has become less important. and not quite as impactful as it used to be. but, at the same time, really interested in the story line. and be willing to play along with it. i it is really interesting, think advertising, particularly at the presidential level has always been important, but it is important as a means of driving our media. if you think about one of the ads that you showed earlier, the windsurfing ad, there was another campania and add to that, where john kerry was speaking to the camera and he said, i voted -- before that against it. i think both of those were produced for a quickly and were produced very inexpensively.

not pretend money behind it, but they were the most impactful ads by the campaign. backhat is been true going certainly at least a decade. that having the , it isiggest ad budget actually not true in this cycle, but it has not been true for a while now. it is really about driving our media. on agendas understand that, and part of what is driving this is americans now spend more time in front of screens than ever before. we have added two hours on average to the amount of time we are in front of a screen, not just women tv, a lot of it is on iphone or some other device. there is more and more coming up people for more and more directions. and, it contributes to this environment where the media is not as relevant and donald trump can dominate through the social

channels. one of things you guys did brilliantly was target voters in new and innovative ways. we continue to sort of have evolutions of targeted micro-targeting. ted cruz is doing interesting things where it was not even just finding the person in their home and what they cared about, but the way you talk about the people when you went door-to-door, if you know the sort of profile, there are four different ways that you contact them when he answered the door. future, see in the where does this go? what does micro-targeting, what is the future, any thoughts about what we will see in 2020 or 2024? what is next? >> there is evolution. we look at 2008 as a prepared for the general asian very carefully about what you did in 2004. what the bush campaign did in ohio in 2004 is one of the most remarkable political achievements in the history of electoral politics. don't forget, john kerry exceeded his number he thought

he needed to win ohio by some margin and you came in and won a decisive victory. you use targeting to understand every republican and conservative voter that you could. we study that is carefully as you could study anything. that is the big advance, better targeting, the ability to deliver messages, this is the first election cycle where i can deliver a television advertisement a voter. direct mail or additional apps, not can do with television ads. i do know that is good or bad, but it is happening. there will continue to be advances in technology, virtual reality is going to be a big change in politics. when het by 2020, but four and 20, even presidential candidates, not just a representatives interacting with voters. based on a profile. i think that will be a big advance. or 15 years,intent again i don't think it is healthy necessarily, peoples and more time on screens. there will be an these amazingly immersive and rich gaming and

entertainment, even education. finding them, there will be more data about that. you'll see more advanced there, virtual reality is going to be the big thing by 202024. it will affect every part of our economy and our lives. will surly affect politics. the prime minister modi was the first candidate to use holograms that i'm aware of. he is them and india. he is not interactive people, but he would give a speech somewhere and you have the and 5100 different committees and people gathered to see him. i think you'll see a lot of more advanced than those areas. ofi think by 2024 the notion -- when not exist. how we assess, it will all be based on video views. and there will be one measurement form across all screens. tv, and of course, all

of these other devices that people have. ipads and so forth. those images measure video views. i will not be buying gross rent points, will be buying eyeballs. and direct eyeballs, individual eyeballs. >> i think of all that happens, the other thing that winds up happening is that you have to be more creative. you have to be more interesting in order to draw people to come look at what it is that you are showing them. because, it was -- there were four channels, and people at home watching tv at night, you could give them almost anything, and they would watch it. choices, and have you can's wife on your device, or you can go and move to another website, you can kind of get out of it. is i think the creativity going to have to rise up and the levels accretive a and the

messaging is going to have to rise up, also the ability to target that messaging against, against your really specific and talk to voters. >> was still matter the most is the candidate and their message. no question. we often talk about tactics and strategy, it starts with having a great candidate. [applause] >> let me close by answering a great question that we got which is, what advice you have two young people interested in politics? i will everybody take a crack at this. hopeful,main particularly nasty and people, i've been all caps the country covering the campaign and young people are passionate, excited, they see these bernie people and the people of the tribe rallies. have not given up. please don't give a purely needed to fix this mess.

but, you are actually asking, what specifically can i do want to get involved in politics. as i said, there is no license or degree. that is also part of the advantage. if you have an interest in a passion for politics, and this is what i did myself, and when i , and less people left come to me, it is worked out very well in most occasions. if people are generally passionate. if you love it, find a candidate or a cause that you believe in and show up. just go to the ngo or the candidate's office and say that you will volunteer. that you will work, and then go to work. work long hours and outwork everybody else. not covered america, if you have the hassle and the smarts, campaigns are great meritocracy. the next thing you know, you'll be the campaign manager of the campaign. truly, if you have any talent or spark, because there are a lot of people that do not. these move quick.

we are not trained to improve market share on a -- we went we listen we had to go home. if you're interested, shop and get involved and you'll be surprised quickly you get on the on ramp. you could end up in a congressional office or governor's office and have a great career. it has been a great life and i love it still. i getting out with cool people like this. your that's young people? >> take a discipline, even if you love politics, figure quickly what about the campaign you like the best, whether that is finance or research or field organizing. because, it is a great way to have an impact in the political arena and public policy to be involved, but life will go on. very few people make a living out of this forever. it is important to gain some skills. donean take after you are

with that portion of your life. >> it will burn you up. first of all, we need you. it is clear that we more talented, selfless, young people to get involved in politics, working campaigns. people who are involved in government, foreign politics, or secure office themselves, whose most important thing is to make progress. elections matter. particularly this election season, it seems silly and dispiriting, but everything in this country we've ever done. election. the one exception was the civil war, but abraham lincoln helped trigger that. every war and law and tax, everything flows from an election. when democrats of complain about president bush and his agenda, from 2001-2009,

he won. he gets to set the agenda. was the best, campaign manager in history, very inspirational. said, some and see things as they are, and i dream things that never were and ask why not. it is also the most ruthless political practitioners of all time. he realized that if you did not win you did not get to set the agenda. we are divided country, but if you feel strong about something in your city or county or state, work for somebody who share that believe because they will then get the set the agenda. everything we have ever done in this country flows from an election. it is to forget that sometimes. there is straight line between that in every thing we've ever done. >> i would agree with all of this and also, stick with it. the first campaign that you work on or the first two campaigns or maybe six campaigns, you may not win. you may get discouraged.

the ability to keep on going back there and working on things that you believe in and working for people that you believe in is really important. i think it's really satisfying because there are very few things that you can do that you realize, that by your participation, you have helped change the direction of the country. that is a really big thing. you can be 16 or 17 years old working in a campaign and work on changing the direction of the country or you can be retired and doing the same thing. it is a great meritocracy. if you like it, keep with it. we need you. >> thank you to my colleagues here. thank you mr. president. thank you smu. [applause] >> c-span's washington journal, live every day with news and policy issues that impact you. coming up monday morning, paul

kane, congressional reporter for the washington post and christina peterson, congressional reporter for the wall street journal. on the congressional agenda. and the impact the presidential race could have on this for congressional elections. then, job and zealous, analyst for the personal finance website , discusses the sites report on which states are the most and least financially dependent on the federal government. and craig gilbert, washington bureau chief for the milwaukee journal sentinel, previous to rescue republican and democratic wisconsin primaries. watch c-span's washington journal, beginning live at 7:00 a.m. eastern monday morning, when the discussion. ♪ c-span, theght on supreme court cases that shaped our history comes alive with a c-span serious, landmark cases. historic supreme court decisions. our 12 part series explores real-life stories and constitutional dramas behind

some of the most significant decisions and american history. >> this is a story indicates that presidential power and its limits. during times of war. it was before the court central themes about the conditions in which presidents during times of emergency can do things that may not be expressly stated in the constitution. and the limits that congress and the courts can place on it. >> chief justice rehnquist reaffirm her hand and said in the opening of the cases come to be accepted by the culture. how many cases can we say about that? >> a saving decision, and isolated the u.s. as one of only four nations of 195 across the globe that allow abortion for any region -- any reason after fetal viability. and yet it has not settled the issue at all. >> landmark cases continues monday night :00 eastern on c-span and c-span.org. > a q&a with participants in the senate youth program. then, the bbc's with minister

review, or can it parliament since the first of the year. after ♪ >> this week on "q&a," a discussion with high school students attending the united states senate youth program. the students talked about their participation in the week long government program and their plans for the future. gives me her name, place and where you are from. what are we doing here in this ballroom today? >> we are going to talk about our experiences we have had over the past week,