-- and the value to our society. chris matthews was here peddling his latest jfk book. he is a huge fan. was jfk under estimated? that is the debate going on. talk about controlling the message. in the obama administration, we talk about their view of the press. they are so controlling of the press. >> they have not done a good job. >> that was a campaign that was brilliant in its use of new media. that again is striking. every president uses the medium of their own time. radio, tv with kennedy. we have not seen this white house effectively harness and the -- any of the media.