Good read in the WSJ on the "Message Men" surrounding McCain:
Some of Mr. Schmidt's campaign changes are easily visible: Sen. McCain now speaks in the round, surrounded by voters, not staid backdrops like in the June 3 event, when an ugly green banner got unwanted attention. But most critical has been shaping a clear, concise message to hammer each day.
Above all, Mr. Schmidt argues that a campaign needs one positive message about its own candidate, and one negative message about the opponent. Sen. Obama has that: He's for change, while Sen. McCain represents more of the same. Sen. McCain long didn't have a strong, simple message of his own.
Intriguing that they are the Message Men - a frame imposed by the WSJ and not a label applied by McCain. But just the same, speaks the the diversity of the inner circle.
Either way, he's got some pretty solid views on messaging.
