In general, I think man-on-the- street ads and endorsement spots are having less and less effect on people. The electorate's getting very sophisticated, and they want to make their own judgments.

I love rich people. Any time I needed a job, I went to a rich person. I like poor people, but they never had a job for me.

When the media gets into creating their own product and then deciding to cover it, they are becoming part of the process and, therefore, could be damaged.

You can't sell a book in America if you don't dump on Bush. That's the cheapest shot in the world. You cannot get an advance, and you can't sell a book because the publishers are all people who hate Bush and hate Republicans.

It also has to do with how you look and how you sound. If you look like a mean SOB who's putting the other person down, that's different than if you're inquiring about the process they go through to make a decision on behalf of the public.

Taking on the media is something I would never tell a candidate to do. I'd advise him what I would do in that circumstance, but that's about it.

You've got to attract interest in your candidate. The problem when you're running far behind is that you've got to move through those positive phases very quickly. Then, you have to draw attention to the other guy. You've got to create interest in why you differ from him and you've got to create a desire to remove him.