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Let's bring in our strategists who are ad makers. the ad men i must call them. democrat steve mcmahon and republican todd harris. you are both gentlemen. this campaign right now, with your dirt money you're not getting pay dirt on the romney side. what are you doing wrong? >> the fact is you can reach a point of diminishing returns with advertising budgets. and what you have on the romney side over the last few months of about 150 million in pro-romney, anti-obama spending. about 130 million on the democratic side. which for the average poor bastard that has to sit and watch -- >> is that how ...

Roads used footage. they wanted to borrow a bit of credibility from the mainstream media they choose at other moments to bash as biased. our own credibility is hardly setting interesting records right now, which is precisely why journalists worry about the additional baggage of becoming associated with campaign advocacy. >> this has been going on for a long time. one politician get an editorial quote out of it and say, jack jones is a jerk. >> right. >> "new york times" editorial. this happens. >> the difference is it used to be headlines ripped out of newspapers and images they put on the scr...

Statements. the tax increases and the regulatory problems. it's -- there's no there, there. i'm waiting for him to try and flesh that out then defend it because he's going to be in trouble. >> it also doesn't help to have senators like lindsey graham say to "the huffington post" like he did yesterday, gaming the system is what it's all about, all americans cheat on their taxes. that doesn't help the broader argument that we need a fairer tax code. >> even if people do think that's fair which is debatable, those tools aren't open to everyone. what does it mean when you're also having to defend ...

Blamed for the collapse of the mccain campaign, and it detailed how they can use their friends and resources to make sure he does not come out looking like the person that sunk the campaign. and it clearly worked. i mean, schmidt's reputation is better than ever and the "game change" movie very much reflected his vision of how the campaign worked which has been palin's chief critique. she feels like, listen, this is just the campaign as told by steve schmidt. >> so, jim, this is ten days before the actual election was held. so we're talking late october here. they're already thinking about sav...

he visited a l pos precinct near orlando on the eve of the primary. he pledged to stay in the race. >> we'll beat a big lie campaign with a big truth campaign, beat money power with people power. we are going to go all the way to the convention and we are going to win in tampa, and we are going to be the nominee with your help of the republican party soinchts but if the polls are right mitt romney is likely to be the big winner, his healthy lead hasn't topped him from taking a few final shots. romney and his supporters have pounded gingrich the past week, a barrage of negative ads. h...