Spending and Getting

On-camera, slides show statistics on interest rates and unemployment, with Richard Nixon smiling pleasantly against the background of the White House. A voice intones: "He's letting Agnew run wild . . . he said he had a secret plan to end the war."

Then a man shakes money out of a cookie jar, sticks it into an envelope addressed to Box 3456, Washington, D.C. "I've just got to do something," he mutters, and sends the money on its way.

On the old business theory that you have to spend money to make money, the debt-ridden Democratic National Committee still $9,000,000 in hock from the 1968 campaign--is springing for $75,000 worth of television commercials, radio spots and newspaper ads to appeal for contributions. The rule of thumb is that $1 worth of advertising brings a return of $1.80 (though Senator George McGovern got $475,000 for his $70,000 investment in an anti-war TV appeal). The basic theme: "You don't have to wait until 1972 to vote against Richard Nixon." Things could get a bit catchier--perhaps DEMOCRATS GIVE YOUR LAND SEX APPEAL Or IS IT TRUE THAT DEMOCRATS HAVE MORE FUN?

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