Giuliani hits the campaign trail in N.H., Iowa

By LIZ SIDOTI

updated 4:00 p.m. ET Nov. 5, 2007

WASHINGTON - Rudy Giuliani, a GOP moderate on social issues, is quietly trying to sell himself to Iowa and New Hampshire voters as a conservative on fiscal and security matters with an under-the-radar campaign of direct mail and radio ads.

His fliers contend he "cut more taxes than any mayor in New York City history" and restored fiscal discipline to a city out of control. They say he "made families safer, putting criminals in jail." His radio spots echo those themes. Like his campaign speeches, his media pitches ignore his left-leaning stances on issues like abortion, gun control and gay rights.

Giuliani's roughly $5 million flurry of outreach activity in Iowa and New Hampshire over the past few months counters a belief among political insiders that he has given short shrift to those early voting states.

Indeed, he has shunned the broad-reach costly television ads typical of a front-running candidate. Rather, Giuliani has chosen quieter, relatively cheaper avenues to target voters more precisely in both states — conservatives who make up a large part of the GOP primary electorate and others his campaign has identified as likely to be persuaded to vote for him.

"He's running the pragmatic campaign," said Evan Tracey, president of TNS Media Intelligence/Campaign Media Analysis Group, which tracks political advertising. "He's being efficient, and I think he's doing the type of media right now that the campaign is comfortable with."

The reasons for his TV absence are twofold:

—He became a national figure following the 2001 terrorist attacks, leaving many people with a positive image of him and a sense that they know him. Thus, his campaign sees little reason to air the early television ads typically used to introduce a candidate to voters.

—He also must preserve his bank account to be able to compete against ultra-wealthy Mitt Romney, who already has sunk $17.5 million of his own money into his bid — including more than $10 million for TV ads — and has tens of millions of dollars more available to tap.

Charles Dharapak / AP Republican presidential hopeful Rudy Giuliani

That said, Giuliani's campaign has checked TV ad rates in several early voting states, including Iowa and New Hampshire — an indication that it's gearing up to buy airtime.

In the meantime, Giuliani has paid at least $4 million to a Texas-based direct mail company for at least a dozen mailers in Iowa and New Hampshire combined, while spending more than $500,000 for radio ads in both states as well as South Carolina.

"No one is going to spend that kind of money if they're not serious about competing there. If they were going to write those states off, they wouldn't be spending a nickel there, they'd spend it somewhere else," said Christopher LaCivita, a Republican strategist unaffiliated with any presidential candidate. "If you're spending that kind of money, you're playing to win."

MORE FROM RUDY GIULIANI NEWS

Rudy Giuliani News Section Front

Giuliani drops out of GOP race Newsweek: Giuliani's last stand? Is Giuliani winning over voters in Fla.? Newsweek: What's next for Huckabee and Giuliani Crossing Giuliani often had a price Giuliani switches focus to economy Winner-take-all: Bonus or bust for Giuliani? Mercurio: Turning chaos into comeback Giuliani pins his hopes on Florida Daily Nightly: Will Giuliani’s Florida strategy work? Rudy Giuliani News Section Front   Add Rudy Giuliani News headlines to your news reader: