Empire of Direct Mail:How Conservative Marketing Persuaded Voters and Transformed the Grassroots PDF
Preview Empire of Direct Mail:How Conservative Marketing Persuaded Voters and Transformed the Grassroots
Empire of Direct Mail Empire of Direct Mail How Conservative Marketing Persuaded Voters and Transformed the Grassroots • Takahito Moriyama University Press of Kansas © 2022 by the University Press of Kansas All rights reserved Published by the University Press of Kansas (Lawrence, Kansas 66045), which was organized by the Kansas Board of Regents and is operated and funded by Emporia State University, Fort Hays State University, Kansas State University, Pittsburg State University, the University of Kansas, and Wichita State University. Library of Congress Cataloging-in-Publication Data Names: Moriyama, Takahito, author. Title: Empire of direct mail : how conservative marketing persuaded voters and transformed the grassroots / Takahito Moriyama. Description: Lawrence, Kansas : University Press of Kansas, 2022 | Includes bibliographical references and index. Identifiers: LCCN 2021050479 ISBN 9780700633418 (paperback) ISBN 9780700633425 (ebook) Subjects: LCSH: Viguerie, Richard A. | Republican Party (U.S. : 1854– )—History. | Advertising, Political—United States—History—20th century. | Advertising, Direct- mail—United States—History—20th century. | Direct-mail fund raising—United States—History—20th century. | Campaign literature—United States—History— 20th century. | Conservatism—United States—History—20th century. | Political consultants—United States. | United States—Politics and government—1945–1989. Classification: LCC JF2112.A4 M66 2022 | DDC 324.7/30973—dc23/eng/20220118 LC record available at https://lccn.loc.gov/2021050479. British Library Cataloguing-in-Publication Data is available. 10 9 8 7 6 5 4 3 2 1 Cover image: An employee taking reel of computer tape off shelves at the Richard A. Viguerie Company in the 1970s. (Courtesy of U.S. News & World Report Magazine Photograph Collection, Library of Congress) For my grandparents S H The Sustainable History Monograph Pilot M P Opening Up the Past, Publishing for the Future This book is published as part of the Sustainable History Monograph Pilot. With the generous support of the Andrew W. Mellon Foundation, the Pilot uses cutting-edge publishing technology to produce open access digital editions of high-quality, peer-reviewed monographs from leading university presses. Free digital editions can be downloaded from: Books at JSTOR, EBSCO, Internet Archive, OAPEN, Project MUSE, ScienceOpen, and many other open repositories. While the digital edition is free to download, read, and share, the book is under copyright and covered by the following Creative Commons License: CC BY-NC-ND 4.0. Please consult www.creativecommons.org if you have questions about your rights to reuse the material in this book. When you cite the book, please include the following URL for its Digital Object Identifier (DOI): https://doi.org/10.17161/1808.32559 We are eager to learn more about how you discovered this title and how you are using it. We hope you will spend a few minutes answering a couple of questions at this URL: https://www.longleafservices.org/shmp-survey/ More information about the Sustainable History Monograph Pilot can be found at https://www.longleafservices.org. Contents Acknowledgments xi Introduction 1 Chapter One The Rise of Political Consultants 12 Chapter Two The Development of Political Direct Mail 35 Chapter Three The Presidential Election of 1964 56 Chapter Four After Goldwater 79 Chapter Five Debates over Campaign Finance Reform 106 Chapter Six The Formation of the New Right 126 Epilogue 162 Notes 171 Bibliography 209 A photo gallery follows page 78 ix
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