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1) I don't think, in hindsight, that the McBride campaign was really prepared to win the primary. They were very focused and threw everything they had at it -- every last cent, every last bit of energy, every last resource. IMO, once they won, they were at a bit of a loss as to what to do next (and the DNC didn't help). It took forever to get new material, for example.
2) After the primary, the DNC took over the planning. I heard one McBride staffer from the primary say that they "sucked all the air and authority out of the room." They changed everything, didn't do a good job, and McBride wasn't strong enough as a candidate to tell them to get lost and run the campaign the way they ran the primary
3) As a concilatory move once Reno conceeded, they hired many of her old staff, who were, IMO, mostly worthless. They had just run what was arguably the worst primary campaign in history (half the time they had the woman in shopping malls talking to tourists) and had no loyalty to McBride.
4) He wasn't prepared and did a horrible job in the last debate. Although he was a lawyer, he was a paper pushing lawyer, not a litigator and just didn't do well.
5) He made a really bad choice as a running mate. I think on some level he was scared that he was really going to win and would have to govern and didn't know how. So, he picked a long time Florida legislator who would have helped him do run the state, had he won, but did nothing for his campaign. He needed someone young, exciting -- maybe a woman or minority - instead of another boring old white guy.
I know that is is a sensitive topic and there are many who are still smarting over the close primary race. It is my opinion that Janet Reno would have lost by an even bigger margin -- she was also a lousy debator, couldn't run a campaign to save her life if the primary was any example, and wouldn't have gotten a single person who voted for Jeb over McBride to vote for her instead (but of course, other people's what-if-crystal-balls might show a different vision).
I just want to point out that -- because sometimes people forget this -- in the 2002 primary (unlike the 2000 general) all the votes were counted. There were legitimate issues related to the inability of some people to vote because precincts opened late, but every precinct that Reno wanted recounted was recounted. McBride did not object to keeping polling places open late because they started late, and he did not object to recounts anywhere.
Moreover, for anyone who thinks that black box machines in South Florida gave McBride the victory, the vote totals don't bear that out. Reno did MUCH better in South Florida (and McBride did much worse) than the McBride campaign expected based on internal polls. She took a substantial portion of the vote that was expected to go to Jones, who did better than expected statewide but lousy in his own part of the state.
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