Money matters, but is not decisive

Karl Rove:

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The savvy Obama team believes they can raise considerably more than the $84 million Mr. McCain will receive by taking public financing in September for the general election. They realize this is likely to be a close, hard-fought contest and they want every advantage – their candidate's previous pledges to take public funds and criticism of money in politics notwithstanding.

Then, too, unions will give Mr. Obama an edge. The AFL-CIO has committed $53.4 million for the Democratic nominee, up $6 million from 2004. Other unions will chip in. The American Federation of State, County and Municipal Employee has pledged $50 million.

There are other third-party groups. While the GOP may be seen as the party of Big Money, recent presidential contests have shown that – taking unions, George Soros's wealth, and organizations like MoveOn.Org into consideration – Democrats have a large financial advantage. In 2004, when each side's spending by candidates, national committees and third-party groups was totaled up, Democrats outspent Republicans in the presidential race by $119.4 million.

Mr. Obama has used his money advantage to launch the air war. Starting June 20, Mr. Obama spent $4.3 million for 10 days of a televised, biographical ad covering 18 states. Mr. McCain countered on Monday with roughly $2.1 million for a week of ads in 11 states. Mr. Obama has now volleyed back, expanding his buy to 21 states for two additional weeks at a cost of $15 million – half for his original bio ad and half for a new ad on welfare reform.

But early television may not be as smart as it appears. Is it wise for Mr. Obama to spend almost as much on ads in three weeks in July as he raised in May? His fund raising peaked in February. June's fund-raising numbers, due in mid-July, will show whether his current pace of spending can be sustained. And TV becomes less effective in a general election, since so much free media attention is focused on the presidential candidates, whose actions have a larger impact than ads.

Mr. Obama's ads show he's aware of his vulnerability on two fronts: his liberal values and his meager achievements. Yet he should be more cautious with these weaknesses. His bio ad says he was raised with "values straight from the Kansas heartland," though he grew up in Hawaii. He claims to have passed three bills, but fails to mention that two were in the Illinois state Senate and that he didn't vote on the third in the U.S. Senate. His new ad praises welfare reform, yet he opposed the legislation when a Republican Congress passed and President Clinton signed it.

Mr. Obama may be overreaching by running ads in North Carolina, Georgia, South Carolina, Indiana, Nebraska, Montana, Alaska and North Dakota – states Republicans won by comfortable margins in recent years. It would require a shift of between one-sixth and over one-quarter of the vote to win any of them. Shifts that large rarely happen.

Big shifts do occur – witness West Virginia in 2000, which swung more than 20 points between 1996 (when Bill Clinton carried the state) and 2000 (when George W. Bush did) – but these require sharp contrasts on big issues, not just money. Money may be the mother's milk of politics, in Jesse Unruh's famous phrase, but when running for president, money alone can't buy a candidate love. Cash matters, but being a good candidate and right on the issues matters even more.

You also need to look at the primaries where Obama was outspending Clinton three to one in the major contest after Super Tuesday and still losing in most of the big states. The ads were not buying him love and it is clear that if he did not have the MoveOn mania in the caucus states he would not have won the nomination.

His main advantage right now is not so much his money as getting the rewards of a dishonest Democrat campaign demonizing Republicans and the President. The Democrat party identification advantage makes no sense on the issues. Nearly two thirds of this country disagree with teh Democrats on the three biggest issues, energy, taxes and the war.

The Republican have to take some responsibility for not fighting back against the Democrat demagoguery. The GOP needs to heavily go negative against the Democrats on the three main issues. They are doing right now only on energy. They should be making the Democrats pay a price for being disastrously wrong about Iraq. On taxes they should hammer Obama on what percentage of the taxes the top one percent should pay.