I think the media is dangerously close to creating their own product. They used to cover the product, which was whatever's happening.

I would advise people occasionally to take the media on, but only when you know it's a manufactured product and not a news interview.

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.

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.

Reporters have a different point of view and a different job. Consequently, to the extent that you can help them turn in an interesting story that their editor is going to like and that's going to further their careers, they're going to give you more ink and cover you.

One of the reasons I'm in this business is because I have absolute respect for the people who say, "You know what? I think I can make this a little better and I'm willing to get in and try." Because, I'll tell you, there are a hell of a lot of reasons to stay away from running for office today.

Just because somebody else likes a candidate doesn't necessarily mean everybody else will like him.