Big 3 of the Campaign Trail: Money, Name ID, Experience

Telltale signs along four campaign trails:

Richard Riordan is sitting in a luxury jet, a 727 owned by L.A. billionaire-investor Marvin Davis. There are couches and easy chairs and mahogany tables bearing many munchies.

Sign No. 1 reminds us that money is no obstacle to this campaign and its super-rich candidate.

The former L.A. mayor got into the gubernatorial race only last summer, but by Sept. 30 he had stashed $2.3 million. On this night he would net another $1.5 million at a Beverly Hills fund-raising dinner.

Riordan has three important campaign assets: Good name ID (66% statewide in the latest Field Poll). Ample money to enhance that ID. Experience in public office.

Having just officially announced his candidacy in downtown L.A., Riordan now is sitting near the back of the plane with two reporters. A young aide walks back and tells the candidate they want him up front for takeoff.

“Why do they want me up front?” the ex-mayor inquires.

“They asked that you be up front.”

“Who is they?”

The aide tries again.

Riordan doesn’t budge. “I’m OK here. . . .

“And when you find out who they are, let me know.”

Sign No. 2: Riordan, 71, has an independent streak that’s attractive. He thinks for himself. However, many well-wishers worry about this. They wonder whether he’ll accept advice from veteran strategists.

Some candidates stumble badly when they refuse to take direction. Example: the last GOP gubernatorial nominee, Dan Lungren. By contrast, ex-actor Ronald Reagan always followed direction unless it conflicted with his core beliefs.

Riordan is in unfamiliar territory, running for governor of a complex state. Will he bone up?

Does it matter? Probably not as much as political junkies think.

Even though he heeded his handlers, Reagan often flubbed and stumbled. People forgave him because Reagan knew exactly where he was headed. The people knew too. They trusted him. That will be Riordan’s biggest challenge.

Rival Bill Jones is running--and flying--on the cheap. No chartered jet for him. And he has one place to sit: at the controls of his single-engine Cessna.

The secretary of state often is his own handler, flying solo to three, four events a day. Jones, 51, can pack a lot of campaigning into the efficient little plane he first used for running cattle on his Fresno ranch many years ago.

Sign No. 3: Fat cats are not donating big bucks to Jones, let alone luxury jets. He has been campaigning all year, but on Sept. 30 had only $1.3 million.

Jones never has been a proficient fund-raiser, unlike Gov. Gray Davis. But his biggest problem currently is that President Bush and his political operatives have made Jones a dirty word among Republican contributors. It’s payback for Jones having double-crossed Bush last year, reneging on an earlier endorsement and backing Sen. John McCain in the California primary.

“Jones can’t raise any money for two reasons,” says a politically plugged-in business leader. “The president turned off the faucets. And most [business donors] don’t want to risk upsetting Gray for somebody who’s not going to win. They don’t think Bill can win.”

No Republican can win without business money unless he’s self-financed. And Jones isn’t.

Jones has one important asset: experience--a good record in public office and, unlike Riordan, in the Republican Party. But he has poor name ID (35% in the Field Poll) and little money to improve it.

Meanwhile, the candidate-pilot keeps strafing Riordan, firing shots at him for having previously supported Democrats.

Bill Simon Jr., 50, is sitting in a Sacramento hotel suite shortly after formally announcing his gubernatorial candidacy. He’s trying to reach radio talk shows to spread the word.

“I’m on hold,” he complains to an aide, then adds with self-deprecating humor: “Talk about name ID!”

Another station is phoned. The caller finally is asked to identify himself. “Bill Simon. I’m running for governor. Actually, I’ve been on the campaign trail since February.”

Sign No. 4: Hardly anybody has heard of Simon (ID 20%). And some who think they have probably are confusing him with his late father, a U.S. Treasury secretary.

It’s understandable. Simon Jr. has never before run for elective office. No record. No ID. But plenty of money because he’s super-rich.

His biggest campaign asset may be popular New York Mayor Rudolph Giuliani, an ex-boss when Simon was a federal prosecutor. Look for Giuliani to star in Simon TV ads.

Most polls show Riordan running comfortably ahead of Jones, with Simon a distant third.

Davis’ strategists have joined Jones in pounding Riordan.

Sign No. 5: Everybody fears Riordan.