sasha issenberg, columnist for slate and author of the new book "the victory lab," thanks for joiningthanks for having me. >> eliot: : : : : : : : : : : : : : : : : : : : : : : : : : [ nervous ] i hope no one recognizes us... you...you think these disguises will... no. [ male announcer ] salty. sweet. and impossible to resist. >> eliot: freedom of speech means protecting speech we don't even like. but first let's check in with jennifer grandholm. >> thanks elliot a new week and mitt romney is attempting to get his campaign back on track. we'll take a closer look at one of his investments in china. and talk campaign crisis communications with chris lahain, and michael is back in "the war room." and he is feeling a little sorry for our conversation is with you the viewer because we're independent. >>here's how you can connect with "viewpoint with eliot spitzer." >>questions, of course, need to be answered. >>we will not settle for the easy answers. >> eliot: as world leaders descend upon the united nations this week for the annual meeting of the assembly plenty of voices will be heard,

in an article on the romney campaign, sasha issenberg writes, quote -- joining the panel now is sashaate and author of the book "the victory lab, the secret science of winning campaigns" which goes on sale tomorrow and will continue to boost sales -- we'll continue to juice book sales throughout the segment, sasha. >> thank you. >> i was saying to you before this camera turned on and gave us a live feed, that this is sort of political journalists are reading this book, read your series of articles, that i think are in many ways that lead up to the book and sort of hitting themselves, slapping themselves in the face for not being better about covering this election, which is to say, as we said in the lead, a quiet revolution going on in terms of how -- in terms of campaign tactics and thus far the political journalists have not been able to cover it, focused on targeted ad buys. >> we've been missing the story about a decade now. we pay a lot of attention ads, pay a lot of attention to rallies, to the content of the speeches and talk to the same group of people inside campaigns, the po

sasha issenberg, columnist for slate and author of the new book "the victory lab," thanks for joiningt. >> thanks for having me. >> eliot: can ice cream solve our problems? ben cohen from ben and jerry's talks politics and money coming up after the break. of sununu, you're wrong. mitt romney, you're wrong. we need more teachers, not fewer teachers and more cops and more firefighters that support our polar shifts will reverse the earth's gravitational pull and hurtle us all into space. which would render retirement planning unnecessary. but say the sun rises on december 22nd and you still need to retire. td ameritrade's investment consultants can help you build a plan that fits your life. we'll even throw in up to $600 when you open a new account or roll over an old 401(k). so who's in control now, mayans? >> eliot: freedom of speech means protecting speech we don't even like. but first let's check in with jennifer grandholm. >> thanks, elliot a new week and mitt romney is attempting to get his campaign back on track. we'll take a closer look at one of his investments in china. and tal

joining me now to discuss the electoral data race is sasha issenberg, author of "the victory lab" whichcampaign techniques have evolved. sasha coming to us from boston. thanks for joining us inside "the war room," sasha. >> thanks for having me, governor. >> jennifer: you bet. let me get to it. campaigns can now predict all of the voting behaviors. it has totally changed the game. if the romney campaign has all of the data, why is it they keep flubbing? >> well, one of the things that's still very difficult to understand is how voters make up their mind, make a decision among candidates. so testing messages or sort of making strategic decisions or responding to the news of the day is one of the few areas where data and new analytics leap campaigns. still working blind. and so my guess is what happened last night or in the last two days was the campaign from operating from instinct. >> jennifer: i totally agree with you. he's ignoring the data and moving on gut. microtargeting is one of the buzz words of the election season and the romney campaign launched one of the -- launched, for exa

sasha issenberg is also a former book writer as well. he wrote "the sushi economy para " it was about the interconnectedness of the cold economy -- "the sushi economy." it is about the interconnectedness of the global economy. he is a columnist for slate. he is also the author of "the victory lab." there is a new way of identifying and voter interest. our final panelist i think all of you know, charlie baker. he was the republican candidate in 2010. before that he had a very distinguished career as a foremost expert on the state budget and also a national leader in health care at the harvard pilgrim. he helped turn it around. no one is in a better position to talk about obamacare than charlie. we are grateful that he could join us. i wonder if we can have a discussion it here. i know that politics can be a little counterpointy. i took down some of the memorable quotes from the convention. i know some of you were not at your tv at all times. i will start with michael. paul ryan talked about the stimulus in his speech. he said that the mon

sasha issenberg is also a former book writer as well." it was about the interconnectedness of the cold economy -- "the sushi economy." it is about the interconnectedness of the global economy. he is a columnist for slate. he is also the author of "the victory lab." there is a new way of identifying and voter interest. our final panelist i think all of you know, charlie baker. he was the republican candidate in 2010. before that he had a very distinguished career as a foremost expert on the state budget and also a national leader in health care at the harvard pilgrim. he helped turn it around. no one is in a better position to talk about obamacare than charlie. we are grateful that he could join us. i wonder if we can have a discussion it here. i know that politics can be a little counter appoipointy. i took down some of the memorable quotes from the convention. i know some of you were not at your tv at all times. i will start with michael. paul ryan talked about the stimulus in his speech. he said that the money went to companies like so

plus, i talked to author sasha issenberg about his new book, "the victory lab," which examines the science used by political operatives to try and win elections. all that and more is on our web site, newshour.pbs.org. judy? >> woodruff: and that's the newshour for tonight. on thursday, we'll look at what the federal reserve decides to do or not do to stimulate the economy. i'm judy woodruff. >> ifill: and i'm gwen ifill. we'll see you online and again here tomorrow evening. thank you and good night. major funding for the pbs newshour has been provided by: and with the ongoing support of these institutions and foundations. and... this program was made possible by the corporation for public broadcasting. and by contributions to your pbs station from viewers like you. thank you. captioning sponsored by macneil/lehrer productions captioned by media access group at wgbh access.wgbh.org

we'll ask slate's sasha issenberg about his book and the science of winning in a campaign. 180 seconds. with the spark cash card from capital one, sven's home security gets the most rewards of any small business credit card! how does this thing work? oh, i like it! [ garth ] sven's small business earns 2% cash back on every purchase, every day! woo-hoo!!! so that's ten security gators, right? put them on my spark card! why settle for less? testing hot tar... great businesses deserve the most rewards! [ male announcer ] the spark business card from capital one. choose unlimited rewards with 2% cash back or double miles on every purchase, every day! what's in your wallet? here's your invoice. what's in your wallet? hor get the yard ready for cool energy bill weather?size? the answer? a lot less. the great american fix-up is going on now... ...with new projects every week and big savings every day. so you can do what needs to be done. today. more saving. more doing. that's the power of the home depot. prep your garden for fall. three bags of earthgro mulch is just $10. oh, hey

and this week, sasha issenberg and the author pulls the curtain back on social science to determine theoutcome of the election. >> this is just such a timely provocative book that we are weeks away from this election. and i just want to know, how did you come to want to write this book? >> i had covered campaigns and i was paying more attention

. >> woodruff: and hari sreenivasan talks with journalist sasha issenberg about his new book exploring how the campaigns are mining data to boost turnout in november. >> whether you are likely to default on your loan or pay off your bill on time or run up $500 on your credit card in a given month, on trying to predict who you are going vote in november, who are you likely to vote for, what issues do you care about. >> woodruff: that's all ahead on tonight's newshour. major funding for the pbs newshour has been provided by: >> bnsf and from carnegie foundation >> and with the ongoing support of these institutions and foundations. and... >> this program was made possible by the corporation for public broadcasting. and by contributions to your pbs station from viewers like you. thank you. >> brown: protesters poured into streets around the world today, outraged by a film made in california that mocks islam and the prophet muhammad. they vented their fury in at least 20 countries, and violence broke out in a number of cities, especially in the middle east and africa. at least four people w

join us are sasha issenberg. he has a much awaited new book that comes out tuesday.her and editor in chief of the new republic. and walter shapiro, a former white house speechwriter for president jimmy carter. great to have you all here. we also have bob sha rurump whos worked for several campaigns, a senior fellow. great to have you here. >> i assume i'm over here in the corner because i was representing the tie-wearing -- then i saw waldner, and he has a tie on, too. >> i let him go this time but you are at the tie-wearing camera. let's start with the basic question of, sasha, this is something you're doing research on and from what i've read of the parts of your book that have been published, there's more and more scientific approach of testable hypotheses, rand yamization, experimental looks at the way campaign methods work. what does that research say about ads and their effectiveness. >> one of the few times people have measured the impact of ads was in rick perry's 2006 campaigns where he brought on four academic political scientists and invited them to run ra

. >> more with the victory allowed author, sergeant eisenberg -- sasha issenberg on both tv's afterwards saturday at 10:00 p.m. and sunday at 9:00 p.m.. now we continue with "washington journal." host: we are joined by bill wiatrowski. he is with the bureau of labor statistics. we're working -- looking at workplace safety in the next half hour. 4609 fatal work injuries in 2011. older workers are four times more likely to be killed on the job. over 90% of fatal injuries occur to men. one in five fatally-injured women die from homicide, often by a relative or domestic partner. if we could just very quickly walk through some of these statistics, 4609 fatal injuries, where is the majority of these happening? guest: we just put these up last week. this is the 2011 data. we have been doing this for about 20 years. the majority of cases have been in a couple of industries, including transportation, road incidents, construction, and other industries like manufacturing. we looked at a variety of demographic information. we looked at fatal work injuries by age. while that varies across the age gro