The Philadelphia Inquirer from Philadelphia, Pennsylvania • Page 227

Sunday, Oct. 29, 1978 Philadelphia Inu'irer 13-BW They're coming at you all day long in the radio race for a Senate seat 'imBI Oo MI that in New Cat-tie County, it's not the school busing issue that's a phony. The two candidates "are in two different situations," Wyer offered in analysis. "Joe's telling what he's done for the people of Delaware. The Baxter campaign its a factual and ideological campaign.

They're trying to do two different things, and they're both right." the hardest hitting. The spot is done in Scanlon's characteristic fast-paced, cutting style, using a flawless professional voice. In 1972 Joe Biden referred to school busing in New Castle County as a 'phony the announcer says. "Joe Biden's record on school busing is a classic case of too little, too late. So the next time Joe Biden tries to tell you that "no one is working harder for Delaware, remember It vP I1- Yi If f-Mi -i Pamper him with a Christian Dior kimono.

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1 i i RADIO, From 1-B interesting ad." The Biden and Baxter advertisements are interesting and con-fasting. Biden takes the personal approach, dealing mainly with local issues like keeping the Amtrak renair shops in Wilmington or saving the beach at Cape Henlopen. In some of his commercials the unrehearsed comments of a citizen who has worked with Biden on a local problem are punctuated by the dramatic voice of a professional announcer. In others, Biden h'mself chats with people, like Scidcl, his milkman. One such spot on Biden's "sunset" bill opens: Biden: "Hi, this is Joe Biden.

A friend of mine, Mrs. Fran Deal, is with me, and we're talking about federal spending. Fran, the federal government wastes an awful lot of monev. Have you ever heard of an outfit called the Advisory Panel for Engineering Mechanics?" Mrs. Deal: "No I haven't.

Biden: "Well, you there's of those kinds of agencies around and they spend 52 million bucks a year. Attacks on record Hnxler's advertisements, on the other hand, am fast-moving, hard-hitting statements flavored with sarcasm. Thev attack Biden's record on busing, "bis spending" and attendance in the Senate. Baxter has chosen to play only a minor narr in them. A camnaign theme has been that he is not the world's "greatest talker" an obvious iab at his opnonent, an accomplished public speaker so he leaves the radio narration to a professional.

One series of Baxter ads is marked at beginning and end with crisp drum rolls. "Mr. Biden voted yes to using your federal tax dollars to bail out the financial mismanagement of New York City, the voice charges. "He voted yes to the seven-billion dollar Panama Canal giveaway to an arrogant and unthankful dictator, and he consistently votes with the liberal yes men in the U. S.

Senate." Many of the Baxter ads sign off with the exhortation: "It's time to send them a new hard-working U. S. senator with the guts to sav no no to higher federal taxes, no' to higher inflation, no to further government interference Biden and Baxter are no closer to agreeing on advertising strategy than they are on the wisdom of the Panama Canal treaties. "Radio is important to Joe Biden campaign because we have a chance to show off Joe Biden and the way people feel about Jue Biden," said Ted Kaufman, the senator's aide. "We feel that if we could get everybody in the state to sit down and talk to Joe Biden, he would win.

"I think it comes through in the spots that people are genuinely pleased with what he's done. I guess we feel radio shows more substance (than print advertising). Walter's genuine. He really feels that way. You don't have to tell Walter and the others what to say." Not 'loo pedantic In reference to the Baxter commercials, Kaufman said Biden wanted "something that wasn't too pedantic He felt that being hard-hitting and negative is why people are so turned off bv politics." The architect of the Baxter advertisements is Michael T.

Scanlon a Washington-based political consultant hired to direct the campaign. He could not disagree more. "People are literally fed up with political commercials that list throw a name at you," he said. "The people want facts. A good radio commercial should be like a good stew, with lots of meat, not just onions and carrots.

You've got to have some facts in there." Scanlon believes that newspaper ads can provide more facts than radio and thus have a greater impact on the voter. On a scale of one to ten, Scanlon rates newspaper advertising a "six" and radio a Kaufman rates radio a "seven" and newspapers a "one." "It's very easy to be slick on radio," Scanlon said. "Anybody can do that. But it takes some good, hard digging to put a story together in black and white in a newspaper ad." Kaufman said Biden's nirmt effective commercial might be the one on the Amtrak repair shops. In it, the dramatic professional voice speaks between the comments of a rough-hewn local railroad man.

Announcer: "House Speaker O'Neill and Senator Ted Kennedy of Massachusetts wanted to move the -mtrak repair work to Boston. Most people thought it would be too hard to fiprtt Kennedy and O'Neill." Railroad man: "One fellow in particular, and he happened to be the general chairman of the machinist union, he said we ain't got a chance Announcer: "That was before Joe Biden went to work to save the shops for Delaware. Scanlon said that Baxter's new commercial on school busing in New Castle County (which the Biden camp thinks is inaccurate and plans to correct with a spot of its own) may be White ninons. Big look. Little price.

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