The New York Times Sunday Magazine considers the difference between strategy and tactics in its write-up of the implosion of the John McCain campaign.
Despite their leeriness of being quoted, McCain’s senior advisers remained palpably confident of victory — at least until very recently. By October, the succession of backfiring narratives would compel some to reappraise not only McCain’s chances but also the decisions made by Schmidt, who only a short time ago was hailed as the savior who brought discipline and unrepentant toughness to a listing campaign. “For better or for worse, our campaign has been fought from tactic to tactic,” one senior adviser glumly acknowledged to me in early October, just after Schmidt received authorization from McCain to unleash a new wave of ads attacking Obama’s character. “So this is the new tactic.”