Country First - Campaign Developments 2007 - "Living Off The Land"

"Living Off The Land"

Following the upheaval, the new McCain campaign put out a plan for how to continue on. Entitled "Living Off the Land: A Plan for Financial Viability", it called for expenses to be greatly cut and for McCain to take advantage of free media such as debates and sponsored events. McCain would focus on the early caucus and primary states, instead of trying to run a nationally-scoped effort, would try to "win debates and outperform other candidates," and thereby regain momentum and recapture the faith of potential donors.

McCain's strategy was hampered by several other events within the Republicans dominating the political discussion in the ensuing months: Fred Thompson's entry into the race in early September; the focus in debates over battles between Rudy Giuliani and Mitt Romney; and the discussion over the impact of Romney's religion. Mike Huckabee's sudden surge from the second tier into near-frontrunner status dominated much of the news in November and December 2007. Nevertheless, McCain persevered, riding his "Straight Talk Express" bus through New Hampshire and, as in the past, granting reporters and bloggers far more direct access than would other campaigns.