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The Selling of the President: The Classical Account of the Packaging of a Candidate Paperback – August 2, 1988

4.6 4.6 out of 5 stars 58 ratings

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What makes you cast your ballot?
A Presidential candidate or a good campaign?
How he stands on the issues or how he stands up to the camera?

The Selling of the President is the enduring story of the 1968 campaign that wrote the script for modern Presidential politicking—and how that script came to be. It introduces:

  • Harry Treleaven, the first adman to suggest that issues bore voters, that image is what counts
  • Roger Ailes, a PR man who coordinated the TV presentations that delivered the product
  • Frank Shakespeare, the man behind the whole campaign, who, after eighteen years at CBS, cast the image that sold America a President
  • And the candidate, Richard Nixon himself—a politician running on television for the highest office in the land

In his introduction, Joe McGinniss discusses why—unfortunately—his classic book is as pertinent today to understanding our political culture as it was the year it was published.

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Editorial Reviews

About the Author

Joe McGinniss was a young Philadelphia journalist when he began to follow the team of public relations men and television specialists who created Richard Nixon's image for the American public during the presidential campaign of 1968. In 1969, with the publication of The Selling of the President, Joe McGinnis immediately became a nonfiction star of the first rank. His other books include Heroes, Going to Extremes, Fatal Vision, Cruel Doubt, and a novel, The Dream Team. He lives in Williamstown, Massachusetts.

Product details

  • Publisher ‏ : ‎ Penguin Publishing Group; Reprint edition (August 2, 1988)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 251 pages
  • ISBN-10 ‏ : ‎ 0140112405
  • ISBN-13 ‏ : ‎ 978-0140112405
  • Reading age ‏ : ‎ 18 years and up
  • Grade level ‏ : ‎ 12 and up
  • Item Weight ‏ : ‎ 9.5 ounces
  • Dimensions ‏ : ‎ 0.57 x 5.08 x 7.76 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 58 ratings

About the author

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Joe McGinniss
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Joe McGinniss was an American journalist and best-selling author.

McGinniss became an overnight success when his first book, The Selling of the President 1968, landed on the New York Times bestseller list when he was 26 years old, making him the youngest living writer with that achievement. The book described the marketing of Richard Nixon during the 1968 presidential campaign, and was well received by both critics and the public, and has been recognized as a classic of campaign reporting that first introduced many readers to the stage-managed world of political theater. It spent more than six months on best-seller lists.

Over the course of forty years, McGinniss published twelve books. In every decade of his unconventional career he wrote a book that became a classic, each transcending its genre: The Selling of the President during his twenties; Going to Extremes during his thirties; Fatal Vision in his forties; and The Miracle of Castel di Sangro in his fifties. The Rogue: Searching for the Real Sarah Palin, one of McGinniss’s most controversial books, and his last to be completed, was published in 2011.

McGinniss was drawn to scrutinize the mysterious space between image and reality in his subjects: how that space is created, negotiated and/or manipulated. Whether writing about a politician (Richard Nixon, Ted Kennedy, Sarah Palin), a sociopath (Jeffrey MacDonald, Nancy Kissel), or even a soccer team (Castel di Sangro), McGinniss felt compelled to search for the truth, however elusive, behind the people and events he chronicled. Penetrating the façade of institutions and people in public life was an exhilarating but risky business for Mr. McGinniss. Sometimes the results were culturally ground-breaking and wildly popular, sometimes disillusioning and distinctly unpopular, sometimes personally heartbreaking. But McGinniss’ approach to his subject matter was always original and his books were never less than compulsively readable.

In 1979 he became a writer-in-residence at the Los Angeles Herald Examiner. Next came the McGinniss trilogy of true crime books, Fatal Vision, Blind Faith and Cruel Doubt. All three books were made into TV miniseries. His 1983 account of the Jeffrey MacDonald murder case, Fatal Vision, was a best-seller. In his critically acclaimed book about Alaska, Going to Extremes (1980), the fledgling state itself was his subject. Although he didn’t hesitate to reveal the many flaws and contradictions behind its “last frontier” image, McGinniss fell in love with the land and its people. Thirty-six years later, he returned to Alaska in search of its most famous current resident, Sarah Palin. The result was an extraordinary double narrative that alternately traced Palin’s curious rise to political prominence and worldwide celebrity status and then recounted the author’s day-to-day experiences as he uncovered the messy reality beneath the glossy Palin myth.

In 1995, McGinniss sat through the O.J. Simpson murder case, expecting to write a book about it, but he returned the $1 million advance after Simpson was acquitted, saying the trial had been “a farce.”

Joe McGinniss was born in New York on December 9, 1942. He graduated from the College of the Holy Cross in 1964 and became a general assignment reporter at the Worcester Telegram in Worcester, Massachusetts. Within a year he left to become a sportswriter for the Philadelphia Bulletin. He then moved to the Philadelphia Inquirer as a general interest columnist. At his death McGinniss was at work on a memoir chronicling his adventures as a writer and his experience with prostate cancer.

He died March 10, 2014 at UMass Memorial Hospital in Worcester, Massachusetts. The cause of death was pneumonia and septic shock secondary to metastatic prostate cancer.

McGinniss’s marriage to his first wife, Chris Cooke McGinniss, ended in divorce. He leaves behind his second wife, Nancy Doherty, and five children: Christine (Yves) Marque, Suzanne (Kevin) Boyer and Joe McGinniss Jr. (Jeanine Ford) from his first marriage and Matthew McGinniss and James McGinniss from his second; and seven grandchildren: Dylan, Lauren and Carly Boyer; Sebastien, Cecilia and Samuel Marque; and Julien McGinniss.

More about Joe and his work at joemcginniss.com

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4.6 out of 5 stars
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Customers say

Customers find the book easy to read and insightful. They appreciate its historical context and the appendix that provides valuable information about the attitudes of the time. The material quality is praised as good, with a reasonable price and thoroughness.

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6 customers mention "Readability"6 positive0 negative

Customers find the book easy to read and insightful. They describe it as a great historical read that documents the sea change in the time period. The book is described as humorous and enjoyable.

"worth reading" Read more

"This was an important book when it was written, documenting the then massive, sea change in how political campaigns were done...." Read more

"...I wish I'd read it years ago. It was "funny and a half"!! So enjoyable, thanks to the author!!" Read more

"...This book is made worth it in the gems it drops in relation to the mindset of propagandists...." Read more

4 customers mention "Insight"4 positive0 negative

Customers appreciate the book's insights on the 1968 Nixon campaign. They find the appendix insightful into attitudes during that time period.

"...Historical and insightful, well with the read for those lucky enough and young enough not to have lived through it all." Read more

"...2, a section somewhere around the 100s- 130s, and the appendix to be pretty revelatory in terms of the attitudes of our invisible governors...." Read more

"An excellent insight on the Nixon's Campaign for 1968, but it also adds you some more info on the other important events around the campaign, It got..." Read more

"classic and informative..." Read more

3 customers mention "Material quality"3 positive0 negative

Customers appreciate the book's material quality. They mention it's in fine condition and the price is reasonable.

"...The book arrived quickly, and in fine condition, and the price was very reasonable." Read more

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Top reviews from the United States

  • Reviewed in the United States on November 28, 2024
    worth reading
  • Reviewed in the United States on November 17, 2020
    This was an important book when it was written, documenting the then massive, sea change in how political campaigns were done. I'm rereading it now to refamiliarize myself with the roots, birth, of the slick, merchandized and thoroughly disgusting mess we have today. Historical and insightful, well with the read for those lucky enough and young enough not to have lived through it all.
    One person found this helpful
    Report
  • Reviewed in the United States on March 12, 2021
    I don't know when I've enjoyed a book as much as Joe McGinniss' Richard Nixon campaign. I wish I'd read it years ago. It was "funny and a half"!! So enjoyable, thanks to the author!!
    One person found this helpful
    Report
  • Reviewed in the United States on November 23, 2011
    This isn't really a book so much as a series of long essays. I'd heard that this is a classic expose, and in many ways it is. However, expect more straight reportage than analytical insights or broad arguments. This ultimately is a good primary source.
    One person found this helpful
    Report
  • Reviewed in the United States on August 16, 2021
    Research for book I am writing on 1960s in US.
  • Reviewed in the United States on July 15, 2021
    To be fair I read a lot of books I dislike, but must consume to understand the world around me. In many ways this is one of them.

    I found this book via a citation in Neil Postman's "amusing ourselves to death". That is a good follow up to this book. It's a small book but a great read.

    When you read this book it is really the practical application of Bernays' "propaganda". I found chapter 2, a section somewhere around the 100s- 130s, and the appendix to be pretty revelatory in terms of the attitudes of our invisible governors. (We are to stupid and illogical to be reasoned with.) Much of the book goes into the method of shielding Nixon from forms of presentation as an icon/diety-like figure. I don't care to know how much Nixon's brow sweats; I don't want 140 pages of minutae like such. This book is made worth it in the gems it drops in relation to the mindset of propagandists.

    It also made me want to look into Madison Avenue and, specifically, the firm Nixon used because it was at 666 fourth street or something like that.
    2 people found this helpful
    Report
  • Reviewed in the United States on March 24, 2014
    A fantastic look into the marketing art of a presidential campaign. How Nixon's team of Los Angeles and New York Mad Men pushed the frontier of selling not a presidential platform but the presidential candidate. Easy for a natural like Kennedy, not for one like Nixon.
    One person found this helpful
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  • Reviewed in the United States on May 20, 2014
    I got the book as I wanted to know more about then then young TV Nixon producer Robert Ailes, maybe you have heard of him if you tune into FOX TV? Greg R. Stoner
    One person found this helpful
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Top reviews from other countries

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  • Nirmal Patel
    5.0 out of 5 stars A pioneering work of TV based election campaigns
    Reviewed in India on August 29, 2024
    The author presumably participated in the packaging of Richard Nixon on TV and that exercise led to the basic ideas and structure in which today's presidential campaigns are customised for TV.
  • josi
    5.0 out of 5 stars Bellissimo
    Reviewed in Italy on April 29, 2023
    Un must per gli appassionati del genere.
    Report
  • Neil Macfarlane
    5.0 out of 5 stars Bargain purchase in fantastic condition
    Reviewed in the United Kingdom on October 17, 2019
    Picked up this 50-year-old first edition for a bargain price. In remarkable condition - even the dust cover is perfectly intact. Fast delivery too. Very please with purchase.
  • John M. Davies
    3.0 out of 5 stars not as interesting as I expected as the and the ...
    Reviewed in the United Kingdom on September 25, 2015
    not as interesting as I expected as the and the appendix was half as long as the book and not very interesting
  • Arvind S
    5.0 out of 5 stars Image Creation & Management
    Reviewed in India on August 22, 2014
    Reasonably hard hitting (even today i.e. 46 years later), well written, inside story of the creation and management of the image of the presidential candidate.