How Rove has conducted himself while winning campaigns is a subject of no small controversy in political circles. It is frequently said of him, in hushed tones when political folks are doing the talking, that he leaves a trail of damage in his wake—a reference to the substantial number of people who have been hurt, politically and personally, through their encounters with him. Rove's reputation for winning is eclipsed only by his reputation for ruthlessness, and examples abound of his apparent willingness to cross moral and ethical lines.
In the opening pages of Bush's Brain, Wayne Slater describes an encounter with Rove while covering the 2000 campaign for the Dallas Morning News. Slater had written an article for that day's paper detailing Rove's history of dirty tricks, including a 1973 conference he had organized for young Republicans on how to orchestrate them. Rove was furious. "You're trying to ruin me!" Slater recalls him shouting. The anecdote points up one of the paradoxes of Rove's career. Articles like Slater's are surprisingly few, yet as I interviewed people who knew Rove, they brought up examples of unscrupulous tactics—some of them breathtaking—as a matter of course.
A typical instance occurred in the hard-fought 1996 race for a seat on the Alabama Supreme Court between Rove's client, Harold See, then a University of Alabama law professor, and the Democratic incumbent, Kenneth Ingram. According to someone who worked for him, Rove, dissatisfied with the campaign's progress, had flyers printed up—absent any trace of who was behind them—viciously attacking See and his family. "We were trying to craft a message to reach some of the blue-collar, lower-middle-class people," the staffer says. "You'd roll it up, put a rubber band around it, and paperboy it at houses late at night. I was told, 'Do not hand it to anybody, do not tell anybody who you're with, and if you can, borrow a car that doesn't have your tags.' So I borrowed a buddy's car [and drove] down the middle of the street … I had Hefty bags stuffed full of these rolled-up pamphlets, and I'd cruise the designated neighborhoods, throwing these things out with both hands and literally driving with my knees." The ploy left Rove's opponent at a loss. Ingram's staff realized that it would be fruitless to try to persuade the public that the See campaign was attacking its own candidate in order "to create a backlash against the Democrat," as Joe Perkins, who worked for Ingram, put it to me. Presumably the public would believe that Democrats were spreading terrible rumors about See and his family. "They just beat you down to your knees," Ingram said of being on the receiving end of Rove's attacks. See won the race.
Some of Rove's darker tactics cut even closer to the bone. One constant throughout his career is the prevalence of whisper campaigns against opponents. The 2000 primary campaign, for example, featured a widely disseminated rumor that John McCain, tortured as a prisoner of war in Vietnam, had betrayed his country under interrogation and been rendered mentally unfit for office. More often a Rove campaign questions an opponent's sexual orientation. Bush's 1994 race against Ann Richards featured a rumor that she was a lesbian, along with a rare instance of such a tactic's making it into the public record—when a regional chairman of the Bush campaign allowed himself, perhaps inadvertently, to be quoted criticizing Richards for "appointing avowed homosexual activists" to state jobs.
Another example of Rove's methods involves a former ally of Rove's from Texas, John Weaver, who, coincidentally, managed McCain's bid in 2000. Many Republican operatives in Texas tell the story of another close race of sorts: a competition in the 1980s to become the dominant Republican consultant in Texas. In 1986 Weaver and Rove both worked on Bill Clements's successful campaign for governor, after which Weaver was named executive director of the state Republican Party. Both were emerging as leading consultants, but Weaver's star seemed to be rising faster. The details vary slightly according to which insider tells the story, but the main point is always the same: after Weaver went into business for himself and lured away one of Rove's top employees, Rove spread a rumor that Weaver had made a pass at a young man at a state Republican function. Weaver won't reply to the smear, but those close to him told me of their outrage at the nearly two-decades-old lie. Weaver was first made unwelcome in some Texas Republican circles, and eventually, following McCain's 2000 campaign, he left the Republican Party altogether. He has continued an active and successful career as a political consultant—in Texas and Alabama, among other states—and is currently working for McCain as a Democrat.
But no other example of Rove's extreme tactics that I encountered quite compares to what occurred during another 1994 judicial campaign in Alabama. In that year Harold See first ran for the supreme court, becoming the rare Rove client to lose a close race. His opponent, Mark Kennedy, an incumbent Democratic justice and, as George Wallace's son-in-law, a member in good standing of Alabama's first family of politics, was no stranger to hardball politics. "The Wallace family history and what they all went through, that's pretty rough politics," says Joe Perkins, who managed Kennedy's campaign. "But it was a whole new dimension with Rove."
This August, I had lunch with Kennedy near his office in Montgomery. I had hoped to discuss how it was that he had beaten one of the savviest political strategists in modern history, and I expected to hear more of the raucous campaign tales that are a staple of Alabama politics. Neither Kennedy nor our meeting was anything like what I had anticipated. A small man, impeccably dressed and well-mannered, Kennedy appeared to derive little satisfaction from having beaten Rove. In fact, he seemed shaken, even ten years later. He quietly explained how Rove's arrival had poisoned the judicial climate by putting politics above matters of law and justice—"collateral damage," he called it, from the win-at-all-costs attitude that now prevails in judicial races.
He talked about the viciousness of the "slash-and-burn" campaign, and how Rove appealed to the worst elements of human nature. "People vote in Alabama for two reasons," Kennedy told me. "Anger and fear. It's a state that votes against somebody rather than for them. Rove understood how to put his finger right on the trigger point." Kennedy seemed most bothered by the personal nature of the attacks, which, in addition to the usual anti-trial-lawyer litany, had included charges that he was mingling campaign funds with those of a nonprofit children's foundation he was involved with. In the end he eked out a victory by less than one percentage point.
Kennedy leaned forward and said, "After the race my wife, Peggy, was at the supermarket checkout line. She picked up a copy of Reader's Digest and nearly collapsed on her watermelon. She called me and said, 'Sit down. You're not going to believe this.'" Her husband was featured in an article on "America's worst judges." Kennedy attributed this to Rove's attacks.
When his term on the court ended, he chose not to run for re-election. I later learned another reason why. Kennedy had spent years on the bench as a juvenile and family-court judge, during which time he had developed a strong interest in aiding abused children. In the early 1980s he had helped to start the Children's Trust Fund of Alabama, and he later established the Corporate Foundation for Children, a private, nonprofit organization. At the time of the race he had just served a term as president of the National Committee to Prevent Child Abuse and Neglect. One of Rove's signature tactics is to attack an opponent on the very front that seems unassailable. Kennedy was no exception.
Some of Kennedy's campaign commercials touted his volunteer work, including one that showed him holding hands with children. "We were trying to counter the positives from that ad," a former Rove staffer told me, explaining that some within the See camp initiated a whisper campaign that Kennedy was a pedophile. "It was our standard practice to use the University of Alabama Law School to disseminate whisper-campaign information," the staffer went on. "That was a major device we used for the transmission of this stuff. The students at the law school are from all over the state, and that's one of the ways that Karl got the information out—he knew the law students would take it back to their home towns and it would get out." This would create the impression that the lie was in fact common knowledge across the state. "What Rove does," says Joe Perkins, "is try to make something so bad for a family that the candidate will not subject the family to the hardship. Mark is not your typical Alabama macho, beer-drinkin', tobacco-chewin', pickup-drivin' kind of guy. He is a small, well-groomed, well-educated family man, and what they tried to do was make him look like a homosexual pedophile. That was really, really hard to take."
Earlier this year the lone Democrat on the Alabama Supreme Court announced his retirement. There's an excellent chance that on Election Day the court will at last become entirely Republican.
Almost from the beginning Karl Rove has signaled that he expects a close 2004 election, and he has run George W. Bush's re-election effort accordingly. While John Kerry's campaign has made an extraordinary effort to gather moderate voters to his liberal base by stressing its candidate's decorated war record and centrist views, Rove—in contrast to 2000's invitingly gauzy message of "compassionate conservatism"—has returned to his traditional strength: motivating the base of conservative voters.
Bush's campaign has naturally focused on the battleground states, but Rove's strategy can be decoded by looking at the targets of emphasis within those states. They are predominantly solid Republican areas such as Pensacola, Florida, and Cincinnati, Ohio. Rove's gambit is to improve Bush's margins in places where the President fared well in the 2000 election, just enough—a few points higher among Catholics, evangelicals, Hispanics—to prevail once more. To achieve this he is following the lessons of tight races past, buying television time in solidly red Fargo, North Dakota, because the airwaves also reach the neighboring swing state of Minnesota, and in solidly blue Burlington, Vermont, so as to draw a few more voters to Bush in the battle for New Hampshire, next door.
Rather than soften Bush's appeal to reach moderates, Rove, as he has done throughout his career, is attempting to control the debate by expertly spotlighting issues sure to inspire his core constituency: the drive for a constitutional amendment to ban gay marriage, the pronouncements about love of country, the unremitting attack against anything in an opponent that seems impregnable. All these tactics stand out in Rove's most memorable past victories.
Privately, Rove has been challenged and even denounced for his approach. A common refrain I heard from Republican consultants a few months ago was that his approach is foolish, because for the sake of an ideologically intense campaign, Rove is ceding to the Democrats the moderates Kerry is pursuing. And, these consultants fear, it puts Bush in jeopardy of seeing outside events decide the race.
But an interesting thing happened as I worked on this piece. Early in the summer, as Bush was struggling, even Rove's allies professed to doubt his ability to control the dynamics of the race in view of an unrelenting stream of bad news from Iraq. Several insisted that he was in over his head—with an emphasis that seemed to go deeper than mere professional envy. Yet by August, when attacks by the anti-Kerry group Swift Boat Veterans for Truth were dominating the front pages, such comments had become rarer. Then they died away entirely.
If this year stays true to past form, the campaign will get nastier in the closing weeks, and without anyone's quite registering it, Rove will be right back in his element. He seems to understand—indeed, to count on—the media's unwillingness or inability, whether from squeamishness, laziness, or professional caution, ever to give a full estimate of him or his work. It is ultimately not just Rove's skill but his character that allows him to perform on an entirely different plane. Along with remarkable strategic skills, he has both an understanding of the media's unstated self-limitations and a willingness to fight in territory where conscience forbids most others.
Rove isn't bracing for a close race. He's depending on it.