- The Washington Times - Friday, August 4, 2000

PHILADELPHIA (AP) — Ted Jackson was a young law school student with little money and even less business experience when he started making shirts and buttons for former President Ronald Reagan's 1984 campaign.
"I really thought I'd probably never do it again," Mr. Jackson said during a recent interview at the Republican convention.
But Mr. Jackson did do it again. And now the die-hard Republican from Louisville has turned his political passion into a booming business.
Just about every delegate at the Republican National Convention is wearing something designed by Mr. Jackson's company, the officially sanctioned supplier of Texas Gov. George W. Bush's campaign memorabilia.
Mr. Jackson is president of a marketing company called the Spalding Group. He and his staff of 30 sell their products directly to the Bush campaign as well as to individuals.
In the first and second days of the convention, the company received d 700 orders on its Web site (www.georgewbushstore.com). "That's just the tip of the iceberg," he said.
This is the first time Mr. Jackson has used the Internet to sell presidential wears, and he expects it to be a boon.
People can buy shirts, mugs, pins, yard signs and even bottles of Kentucky spring water with the Bush brand.
There also is plenty of stuff they can't get from Mr. Jackson. He turns down lots of suggestions from memorabilia enthusiasts. "For example, hubcaps would not be good," he said.
Mr. Jackson estimates his company has a 90 percent share of Bush items sold at the Republican National Convention but acknowledges he lacks the resources to enforce his copyright nationwide.
Mr. Jackson says the items with the slogan "W 2000" on them have been the biggest hits.
"It's subtle," he says, explaining that marketing a candidate's name is not a whole lot different from marketing a product. "Generally you don't want to be subtle, but if subtle catches on it becomes a powerful brand."

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