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Know, every possible outlet. how are we going to break through? how are we going to get through the clutter? i say it's a knife fight every day. how are we going to differentiate ourselves, connect with the audience, grow, take advantage of this political year? how do we take advantage of it? this is a year we'll put a stake in the ground that we own politics. >> the word progressive is an interesting one, particularly with our lean forward campaign. progressive can be interpreted two different ways. you can have it you're progressing something, rolling something forward or in a political term...

Chairman of the consulting firm hill and nolan strategies. mark mckinnon, and that was romney back when, alex? 2002. >> first of all, make congress work, not left, not right, forward. and no labels has come out with a -- i think just a fantastic plan to reform congress, which by the way has historically low approval ratings, we'll talk about the nbc wall street journal poll. but first, i've got to -- mark mckinnon, i asked you a question before, were you surprised that mitt romney in this decade was bragging about being progressive. your answer was depressing. >> i was not surprised. >> nothin...

It's not whether or not he's truly conservative, it's whether or not he can be truly trusted to speak what he truly believes. because he goes back and forth on everything. he's got problems with hypocrisy. >> ever since he's been in congress, he's a man of the moment. >> yeah. >> he forgets what he said yesterday, it doesn't matter, it's what he says now. he has a thousand different positions on a thousand different issues. and he thinks the american people have collective amnesia. >> and if people think mitt romney has that problem, they need to look and read about newt gingrich just professi...

57% believe newt gingrich checks that box off. and as mitt romney tries to win over that base of voters, he is going after gingrich, questioning his conservative credentials. in an interview with the "washington post," the former massachusetts governor said he's been an extraordinarily unreliable leader in the conservative world. not 16 or 17 years ago, but in the last two to three years and during the campaign. the number of times he's moved from one spot to another has been remarkable. i think he's shown a level of unreliability as a conservative today. >> and the problem with that argument ...

>> will do you watch snl? >> yeah actually. >> do you watch it and think wow, this is really conservative? >> i watch it. i'm a little embarrassed but i sometimes watch it. the point that he's right on it's not about it being too politically conservative. it's not. but in terms of it not being like subversive or anti-establishment -- >> subversive is like my least favorite word. >> it's a stupid word. >> like holding your nose in the bath. >> the reaction to the kate mckennen bit everybody is like is this too far, people are criticizing it. that actually upset people. it should upset people fr...