Project X

06/11/20 • 42 min

3 Listeners

The election of 1952 brought all kinds of new technology into the political sphere. The Eisenhower campaign experimented with the first television ads to feature an American presidential candidate. And on election night, CBS News premiered the first computer to predict an American election — the UNIVAC. Safe to say, that part didn’t go according to plan. But election night 1952 is ground zero for our current, political post-truth moment. If a computer and a targeted advertisement can both use heaps data to predict every citizen’s every decision, can voters really know things for themselves after all?

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The Last Archive - Project X

Transcript Summary

In the intriguing episode titled "Project X" of the podcast series "The Last Archive," the host takes us on a captivating journey through the 1952 U.S. presidential election and the dawn of political advertising. We learn how Rosser Reeves revolutionized campaigning with targeted ads based on polling, and how Michael Levin devised a groundbreaking plan for micro-targeted advertising to secure an Eisenhower victory. The pivotal Election Night is highlighted, as CBS attempted to showcase the power of computers by using the UNIVAC to predict the winner. The episode explores the shift from truthful campaigning to glossy and glitzy tactics, emphasizing the challenge of distinguishing facts in the world of politics. With its fascinating historical insights and thought-provoking commentary on the nature of campaigns, "Project X" is a must-listen for anyone interested in the evolving landscape of political advertising and its impact on elections.

Transcript

Speaker 100:00:15.396

Pushkin. There's a place in our world where the known things go, A corridor of the mind, lined with shelves, stocked with proof, and cluttered with snacks. Here on top of this old television set, a pack of M and m's, Oh does the TV still work? I've listened to everybody on TV and radio. I've read the papers and magazines. I've tried, but I'm still confused. Who's right? What's right? What should I believe? What are the facts? How can I tell? Yish

Project X Top Questions Answered

What is the unique selling proposition (USP) theory in advertising?

The unique selling proposition (USP) theory in advertising states that advertisements should make a specific proposition to consumers that the competition cannot offer.

Who introduced targeted political ads in the 1952 election?

Rosser Reeves, known for his work in television advertising, introduced targeted political ads in the 1952 election.

How did Rosser Reeves apply his advertising strategies to Eisenhower's campaign?

Rosser Reeves used polling data to determine the most effective topics for ad campaigns and applied his advertising strategies to Eisenhower's campaign.

Who developed a plan for micro-targeted advertising in the 1952 election?

Michael Levin, Rosser Reeves' numbers guy, developed a plan for micro-targeted advertising to secure an Eisenhower victory in key counties.

What convinced General Eisenhower to use TV spots in his campaign?

Rosser Reeves convinced General Eisenhower to use TV spots despite initial reservations.

How did the election coverage in 1952 mark the beginning of modern campaign practices?

The election coverage in 1952 marked the beginning of modern campaign practices and result announcements, with CBS Television providing comprehensive coverage and Walter Cronkite leading the coverage.

Who won the 1952 presidential election?

General Dwight D. Eisenhower, nicknamed Ike, won the 1952 presidential election.

Why did CBS use UNIVAC on Election Night in 1952?

CBS used UNIVAC on Election Night in 1952 to quickly count the election results and showcase the usefulness of computers in predicting outcomes.

How did CBS incorporate UNIVAC into their election coverage?

CBS made a deal with Remington Rand to have the services of UNIVAC on Election Night, and Charles Collingwood sat at a dummy console that resembled the real computer, giving the appearance of a computer on the CBS set.