The 2004 presidential election was closely watched from all
corners of the world and dominated the media for nearly a year.
From the opening announcements of campaigns through the primaries
and debates to the first Tuesday in November, the presidential
election was ubiquitous, filling our email inboxes and directing
our dinner conversation, turning us all into amateur political
analysts. Electing the President, 2004 offers the views of
the professional political operatives who ran the campaigns.
In this volume, the consultants who brought the country the
Bush-Cheney and Kerry-Edwards contest of 2004 explain the
strategies behind the ads and debates, discuss what they did and
failed to do to elect their candidates, and reveal their differing
perspectives on the issues that mattered. Electing the
President, 2004 focuses on events from September 11 to the
release of the Osama Bin Laden tape that affected the outcome of
the elections. The debates, the advertising, the work of 527
groups, the campaign organizations-all these components contributed
to an eventful election season, with the two campaigns continually
vying for the attention of the American public. Through this
analysis of strategy-their own and their opponents'-these insiders
offer a ringside seat to a hotly contested democratic
Contributors: Mary Beth Cahill, Alex Castellanos, Elizabeth L.
Cheney, Nicolle Devenish, Mike Donilon, Matthew Dowd, Tucker Eskew,
David Jones, Bill Knapp, Chris LaCivita , Joe Lockhart, Brian
McCabe, Mark McKinnon, Mark Mellman, Stephen Moore, Robert M.
Shrum, Erik Smith, and Bill Zimmerman.
Subjects: Political Science
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