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Series IX. Re-election Campaign for Governor, 1979-1983

Scope and Content Notes:

This re-election campaign had many Thornburgh accomplishments to convey to the voters. However, the steel industry in Pennsylvania was deeply troubled at the time and Reagonomics at the national level was unpopular, both of which meant that Pennsylvania voters were discontented generally in 1982. Thus, a rather unknown and undistinguished one term Democrat congressman, Allen Ertel, came far closer to winning than anyone expected. The Ertel campaign pursued unwarranted issues and made many false claims about the Thornburgh administration and campaign. Despite these factors, Thornburgh won, and compared to other Republicans, he won by a larger margin than any of the others. There are three campaign videos included in this series and are housed separately in media storage. Two are Thornburgh campaign ads, and the other Ertel campaign ads. This series is further divided into four subseries: MOR polling, Thornburgh Administration Accomplishments, Ertel Opposition Research, and Campaign-in-Progress.

Subseries 1. Market Opinion Research (MOR) Polling, 1982

Scope and Content Notes:

As a result of general voter discontent, the polling became particularly important. As can be seen in the broad in-depth studies included in this subseries and from other analyses by Jay Waldman, very close and continual attention was given to these facts and figures. The material dates from 1982.

Folder 13 Statewide Study, May 1982
Folder 14 Statewide Study, May 1982
Folder 15 PA Survey Results, June 1982
Folder 16 PA Statewide Governor’s Data, August 1982
Folder 17 PA Statewide Governor’s Data, August 1982
Folder 18 Statewide Statistical Summary, September 1982
Folder 19 PA Ad Test and Thornburgh/Ertel ads compared, September 1982
Folder 20 PA Statewide Study, September 1982
Folder 21 PA Statewide Study, October 1982
Folder 22 PA Statewide Study, October 1982
Folder 23 PA Statewide Study, October 1982
Folder 24 Post Election Study, November 1982

Subseries 2. Thornburgh Administration Accomplishments, 1979-1982

Scope and Content Notes:

In the first campaign for governor (1977-1978) the issues and related promises were drawn on carefully researched needs and concerns of Pennsylvanians and specific intentions to solve or reduce the attendant problems. Therefore, the administration was committed fully to following up those promises and did so successfully in many ways. Thus the enumeration of these accomplishments was an essential component of the re-election campaign. As will be seen in the endorsement files that follow in Subseries 4, the newspapers and other organizations generally and specifically agreed. The Thornburgh Administration Accomplishments date from 1979 to 1982.

Folder 25 Thornburgh Issue/Accomplishments, 1979-1982
Folder 26 Thornburgh Issue/Accomplishments, 1979-1982

Subseries 3. Ertel Opposition Research, 1979-1982

Scope and Content Notes:

Always important in campaigns is the research into one’s opponent, their record of accomplishments, voting records, and personal and campaign conduct. The Thornburgh campaign was particularly alert to these needs with extensive and detailed resultant information. Ertel had been in state government, but was at this time a one term U.S. Congressman. His record was not distinguished, but no stones were left unturned in his assessment. Ertel’s conduct of the campaign was challenging and is documented in the following files. The first seven Folders comprise what was originally the Ertel opposition research binder put together for campaign guidance and reference. Subsequent files are additions and follow the campaign by month. The research materials date from 1979 to 1982.

Folder 27 I. Personal and campaign conduct, 1982
Folder 28 II. Government, Economic Issues & Constituencies, 1982
Folder 29 II. Government, Economic Issues & Constituencies, 1982
Folder 30 III. Human Service Issues and Constituencies, 1982
Folder 31 IV. Miscellaneous issues, 1982
Folder 32 Appendices, 1982
Folder 33 Ertel/ Lloyd Campaign Contributors, 1980-1982

Subseries 4. Campaign-in-Progress, 1979-1982

Scope and Content Notes:

This subseries contains all the aspects of a campaign from news clippings to mailings, issues, media, and in particular news releases and memoranda. The campaign updates further track the progress of the Thornburgh campaign. The “issues” included in this subseries are those that were contentious, also known as “flaps”. Substantive issues are in the accomplishment files in Subseries 2. Thornburgh Administration Accomplishments. The JCW handwritten poll notes are very technical and are indicative of the time and careful analyses given the data. The voter groups and mailings represent the fundamental information provided to the Thornburgh campaign’s logical constituents. The materials date from 1979 to 1982.

Box 16
Folder 1 Finances, 1982
Folder 2 Voting Record, 1979-1982
Folder 3 Campaign organization, 1982
Folder 4 Clippings, February-April, 1982
Folder 5 Campaign, April-May 18, 1982
Folder 6 Campaign, June-July, 1982
Folder 7 Campaign, August 1982
Folder 8 Campaign, September 1982
Folder 9 Campaign, October 1982
Folder 10 Accomplishments, Thornburgh Administration, 1979-1982
Folder 11 Campaign Organization, 1982
Folder 12 Clips, Thornburgh, March 1982
Folder 13 Consultant, Eddie Mahe, March-June 1982
Folder 14 Debate, April-October 1982
Folder 15 Endorsements, Thornburgh, 1982
Folder 16 Fundraising (GTC), October 1981-December 1982
Folder 17 Issues, Crime/Energy, 1982
Folder 18 Issues, Thornburgh mailings contested, June-September 1982
Folder 19 Issues, Hoffman/Taping public debate, July 1982
Folder 20 Issues, Publication personal income taxes, September 1982
Folder 21 Issues, Education and PSEA, 1981-1982
Folder 22 Legal References, 1981-1982
Folder 23 Memoranda by JCW and others, 1981-1982
Folder 24 Media, Monitoring, September-October 1982
Folder 25 Media, Bailey Deardourff Plan, May 1982
Folder 26 Media, Bailey Deardourff Ads, September 1982
Folder 27 Media, Bailey Deardourff Invoices, November 1982
Folder 28 Media, Ads, schedules and spots, September-October 1982
Folder 29 Media, MOR Ad Evaluation, undated
Folder 30 Media, JCW handwritten notes, September-October 1982
Folder 31 Media, Endorsement spots, October-November 1982
Folder 32 Media, Ad filming, July-August 1982
Folder 33 Media, Tribute/Issue Ads, September-November 1982
Folder 34 News Releases and campaign update memos, June-October 1982
Folder 35 Polls, JCW handwritten calculations, 1982
Folder 36 Polls, JCW handwritten calculations, 1982
Folder 37 Polls, JCW handwritten calculations, 1982
Folder 38 Voter Groups and mailings, June-September 1982
Folder 39 Voter Groups and mailings, June-October 1982
Folder 40 Public relations folder for press, 1982

Subseries 5. Election Results and Analyses, 1982-1983

Scope and Content Notes:

The final election results for both primary and general elections are documented in this subseries. However, the final field reports and analyses by MOR and JCW are particularly of interest. The Election Results and Analyses material date from 1982 to 1983.

Folder 41 Primary election results, May 1982
Folder 42 General election results, November 1982
Folder 43 Final field reports and campaign sign-off, November-December 1982
Folder 44 MOR Post-Election Analysis, November 1982
Folder 45 JCW post election survey and analysis, April 1983
Folder 46 Election Contributions, final, April 15, 1983