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Be treated differently. that it seems to me is a very powerful force and as that young generation grows up and takes that kind of equality for granted, it seems to me like it will, you know, become a widespread -- >> strictly about especially the book and the reporting you did was what a strategist culture we live in. this is an issue of civil rights and morality and the president has one view, and to shift the view they have to get this whole apparatus, focus group testing and strategizing. you reported about ken mehlman, and this whole apparatus has to move inch by inch. we live in a strateg...

Together some none anecdotes. >> and also after the campaign we immediately segue into inauguration and the next election, so i think that's a valuable part. >> if that testing would have shown a huge shift in his favor, they may have rethought it? >> david axelrod i think said we did do our dual diligence, we did focus group it, but like any potential running mate, it only makes a smidgen of a difference. it was completely negligible, but they were just doing their due diligence. >> i think the white house even said it never even got to obama. >> they say that about everything. >> let's talk ...

Anymore. i'm very confident about the outcome of this election. as you've said many times, i think joe biden, a dear friend of ours, has served the country and served the president very well. so i'm out of politics, but very supportive of the team we have in the white house going forward. remember, ryan every time i even speculated, i got slammed by officials in the white house. what are you talking about? now we've learned in this book there was actually focus group testing to see if they should do that. >> it seems like you knew something. >> i had been told -- we did check it out, it's un...

>> welcome back. november's elections are right around the corner and political attack ads have already come out in full force. but do they work? and do the american people actually believe anything they're hearing from the opposition? fox news contributor and pollster frank luntz joins us right now. he did some focus group testing with the dials and everything. good morning to you, frank. >> good morning. and by the way, for those viewers who want to participate in one of these, all they have to do is to sign up. go to the worddoctors.com. once again, the word doctors.com and they can partici...