Opinion: Buono Needs to Hit Christie Where He's Weakest -- Economy, Jobs, Taxes

By Carl Golden (courtesy NJ Spotlight)

[Carl Golden is a senior contributing analyst with the William J. Hughes Center for Public Policy at the Richard Stockton College of New Jersey.]

When a candidate’s campaign team -- manager, consultant, pollster, fundraiser, and communications director -- convene to plot strategy, fundamental to their decisions is the bit of advice most favored by consultants: “Whatever moves the numbers.”

The numbers, of course, are the polling data that the team pores over to identify top-level issues, develop effective responses, and reach advertising decisions, the last being particularly crucial because of the millions of dollars involved. Presumably, the campaign team for Democratic gubernatorial candidate Barbara Buono has had several such sit-downs, but so far at least has had little success in moving the numbers.

The campaign’s internal polls undoubtedly reflect the public surveys that have consistently identified the economy and issues related to the economy -- job creation and taxes -- as the most important matter on the minds of voters. Other issues, even those normally as important as education and the environment, are in single digits while social issues like same-sex marriage, abortion rights, and gun control barely register at all.

The way for Buono to move the numbers seems apparent: Mount a concerted, all-out, single-minded attack on Gov. Chris Christie for failing to deal effectively with restoring the state’s economic health, growing employment, and controlling property taxes. It requires focus and discipline: the ability to focus on the issue and the discipline to stay on it.

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