a year end a half i moved to new york and came in contact regularly with bill buckley and meyerle, anellectual giant i tried to be likein them the red everything, i wasn't making progress, i made the conscious usdecision to focus on direc mail. we didn't have people like buckley, nobody could market them so i went to my wife for most life and two babies and said honey, i think i got something to change america, maybe even thet world i do believe of all household duties, the diapers or yardwork, she bought into it. i made a deep dive into marketing the microphones of the new york times and nbc etc., would get our message out. we went around and it changed everything. john conley and george w bush, is getting hundreds of thousands of ten, $25 contributions. >> what makes an effective sale? >> direct mail until recently the second largest in the country, television number one is now number three. recognize early on and it goes to 1 million people, i write it to one person in the one present in mind i'm writing to for most is my mother and my dad, they didn't give every time, he don't wri

so you want somebody that occasionally gives in and you have a conversation with a and i bill buckley famously said he was a conservative, but not of the breed on saturday night, he's hanging out. john gilbert, truman capote, etc. . i am of the breed. i'm a my faith catholic. and as long as most catholics have been going to mass, they're not quite sure. when you stand up, when you kneel down, whatever. i can sit in the front row. i know, i know. at any conservative meeting to applaud when i am one with the audience and that makes a huge difference. i'm a i'm a true believer. many of your letters and those of us who have been involved in the media or politics over the years have received these and they're often one line paragraphs and then three or four pages, and they repeat. what's the effect that. the one of the many reasons why like direct mail is don't have to guess does this work for that work because we take a million letters and we split it and have 500,000 get this appeal, the short paragraphs and 500,000 get the long paragraphs and it's been tested billions and billions of le

bill buckley, and others falwell, robertson all dead. so i am an active at the national level that everybody except for everybody but dr. li edwards. lee i've known since 1961 he calls me on the phone when they, let's have lunch with this young conservative. you have to know him, he does not get, or you don't know. and a nice lunch at the mayflower hotel. i invited him back ten days later for a new lunch just tni and at the end of the lunch morton said i spoke magic words to him in the magic words and spoke to him were more than i want you to come work with me and help me build the conservative movement. he said at that point he's taken a pay cut. i gave him a little pay increase. anyway, after some years he left and ended up working for ronald reagan in the white house. and then after that he left started something called the leadership institute. almost no organization i can think of that is more important than the leadership institute a trained well over a quarter of 1 million young people, many, many governors, senators, congressman,

firstve generation bill buckley russell barry goldwater et cetera 100% of conservatives -- jerry myself cetera, before we were conservatives first we were anticommunist that was the glue that held the conservative movement together. in those days back in the 60s, 70s, 80s. >> what was that moment that burning bush moment for you when it came to direct mail and mailing lists you were visit the national office in new york city. >> look, the -- i was fortunate in i had two week summer camp national guard and military base out of chicago, and the first and only saturday we were there for the two weeks everybody goes into chicago. richard stays in the bare barracks and reads national review and i saw a small interview for americans for constitutional action. and no longer exist -- but i had a friend a buddy who worked ifri or national view, a journalist, writer there so i could hear the cannon and guns going off in new york and washington, war was starting and i was desperate to get into the battle and fight the political left here in america. and so i called my friend and david franky and s

bill buckley, famously said he was a conservative but not of the breed on saturday night he is hanging out with john gall and truman capote. my faith is catholic. i know -- i am one on the audience. i'm a true believer. >> many of your letters and those of us involved in mediaov or politics over the years have received these, they are often one line. pair gaffe -- paragraphs then 3 or 4 pages and they repeat. >> one of many reasons i like direct mail, i don't have to guess does it work or that work? we take a million letters and split it in half. 500 thousand get short paragraphs and 500 thousand get long paragraphs, it has been tested. we know a good long 8 page letter will out pull a a 7 pain letter, people scan it. they flip through it. longer the copies, you would never give a salesman, sell the fridge but you can only speak 300 words. you speak until you make the sale, short letters short words, if you read the new testament, jesus words almost all one and two syllable words, he used very short words and short paragraphs, follow me and et cetera. so, the -- you want long letters b

very goldwater and bill buckley and -- and falwell, all dead. so i'm an active at the national level longer than everybody except for naturally edwards. lee is different, i've known him since 1961. he called on the phone monday and says let's have lunch with this young conservative, you need to know him. he doesn't know you, you don't know him. so we had a nice lunch at the mayflower hotel. and the lunch went so well i invited morton back ten days later for another lunch, and the end of the lunch, morton said, i spoke magic words to him. and the magic court spoke to him were, i said morton, i want you to come work with me and help me move the conservative movement. he said at that point he would've taken a pay cut. i gave mueller will increase. after some years, anyway, he left. ended up working for ronald reagan in the white house. and then after that, he left and started something called the leadership institute. almost no organizations i can think of that are more important to the conservative movement than that one, trained over a quarter of

i'm second-generation conservative, first-generation bill buckley, russell kirk, barry goldwater, etc. . 100% of second-generation conservatives, jerry falwell, myself, et cetera. before we were conservatives we were anti-communists. that was the glue that held the conservative movement together in those days in the 60s, 70s and 80s. >> host: when was the burning bush moment to you that it came to direct mail and mailing lists, visiting the "national review" office? >> i was fortunate in that i had two week summer camp, national guard, military base out of chicago and the first and only saturday we were there for two weeks everybody goes into chicago with the "national review," so a small ad, and inch or two for four field directors, americans for constitutional action, it no longer exists but i had a friend, a buddy who worked for "national review," journalist, a writer so i could hear the cannons and the guns going off from new york to washington, the war was starting and i was desperate to get into the battle. so i called my friend, david franky and said i've got to get one of thos

and again, remember talking crossing is the bill buckley. he may not be in office, but he is a spirit of a meal republic, and i do use that word. and bobby kennedy is a godsend. remember if he goes 3rd party, because let's face it, this is a guy who basically had his family destroyed by the same organizations that are trying to destroy this country now. and what a great pay back that would be. think about it's, it's like so i would, i would just know real quick. it's funny because of tucker carlson, son his name buckley in, in o. my gosh. okay. the circle is closed. okay. jennifer, you know more than one of my biggest problem. my biggest problem with the g o p, i'm not, i'm a republican i, i can't be in a party with lindsey graham. sorry, i just can't. okay. and there's a lot of other women mitten romney the rest of them. i, i really can't be in the same club as people like that. jennifer, it really bothers me, is that so many republican establishment, terry, and say they go along with the liberal narrative on almost every single issue. and

. >> scalia was described as a bill buckley type of conservative.his he never talked about bill buckley all that much, but i think he learned a thing or two, from this man who made conservatism palatable with his wit and debating style. it took that to heart and even our is one of his most famous lines for one of his decisions in 1990. he stated that it was a case that came out of kansas and the justices on this court are no better" -- equipped to decide matters of life and death then 90 picked up -- people picked randomly from the telephone directory. buckley used to live in the 61 said that i would sooner be -- apply governorship to the first 400 names of the phone book then someone elected by committee. he learned how to be a charming conservative and when audiences overwhelm arguing a conservative position. that was evident to his classmates early on. one of them said he was already conservative at the age of 17. he know what he believed and the rightness of what he believed and knew that he belonged at the supreme court. >> did he considers him

and because of bobby tucker, and by the way to tucker is the bill buckley of his time. he may not be in a offers, but he is extremely critical. so we're seeing right now things that are changes and one more thing as we're talking about does jordan and comb. we're talking about hunter biden's checking account. who cares? this is how, how out of their mind they are, how out of the it was already carried by that time. so i'm not ready. 2024 is the waters, tyler brought up a really good point. i think it didn't, the, to the salvage, the, the, the political culture is going to be resolved within the republican party and considering, you know, there are a lot of my expenses, and nikki haley is out there in jennifer. i mean, is it possible that you wouldn't be republicans and actually in lock step to get behind donald trump? is it possible now with considering what tucker carlson had to say, go ahead a. hi joe, and i'll tell you one thing i live in wisconsin in right now, there is a, there's a chasm. there's a shift of and people are realizing it, but a lot of the people, you

bill buckley was involved in creating the conservative party of new york and his brother james buckley a senator from new york stay under the conservative party batter. he was involved in creating that system. i personally am a big believer in the value of political competition. there are a number of interesting ideas that have emerged. for those of us who are not on the extreme side of the left or right, in primaries, the most passionate who vote in primaries and the rest of us do not have a choice in who gets -- who the choices are for general election. there are a number of talented people working on trying to reform that so those of us who are more in the middle or center-right or centerleft have our voices heard in general elections. that is one of the defects of the electoral system, we disenfranchise the middle 80% of the country in the way we choose who general election candidates are. the people in office today because of the system in place, they like you system because they worked hard to get elected under that system, so there is opposition. one of the things that people wh

bill buckley was involved in creating the conservative party of new york and his brother james buckley a senator from new york stay under the conservative party batter. he was involved in creating that system. i personally am a big believer in the value of political competition. there are a number of interesting ideas that have emerged. for those of us who are not on the extreme side of the left or right, in primaries, the most passionate who vote in primaries and the rest of us do not have a choice in who gets -- who the choices are for general election. there are a number of talented people working on trying to reform that so those of us who are more in the middle or center-right or centerleft have our voices heard in general elections. that is one of the defects of the electoral system, we disenfranchise the middle 80% of the country in the way we choose who general election candidates are. the people in office today because of the system in place, they like you system because they worked hard to get elected under that system, so there is opposition. one of the things that people wh

and there is mill buckley bill, each one of the products purchased, not because here me a 100 and some of you could, i mean, probably the names up of names. i mean, when they go to a bunch of landscape system etzky you boss me, you've had to think of and as long as they're, they're mostly going to still feel out for the single most of the colleagues that see it. when most of the months came, and i thought he might be honest, reportedly the feeling mutual presence like us, where he's lunch scheme was dimansky then to fit in the summer. toby, the co differential specific color between a certain bit in the last year to get the northcut is up and it was, it was amazingly cool. needs them on the so so tell isn't it was little and small islam of most of these guns come in and it says complete, but most to the company you sonya will be fully fix case law. that's what kind of comes over to me or you slammed me as well. police if comes let me do study and i've already moved yet legal go anymore. you have them very difficult concept to call you study dealer. yes, no. there's no response computer