Back from the Brink
Sen. Thad Cochran has just pulled off one of the biggest political comebacks of the year, winning tonight's Mississippi Republican primary runoff against Tea Party challenger Chris McDaniel — after having trailed McDaniel in the original primary vote three weeks ago.
With 98 percent of precincts reporting, Cochran has 182,507 votes, or 50.6 percent, against McDaniel's 177,709 votes, 49.4 percent. The Associated Press has projected Cochran as the winner.
McDaniel, a state senator, led in the initial primary with 49.5 percent against Cochran's 49.0 percent. But because no candidate reached over 50 percent of the vote, with a little-known third candidate taking the balance, under Mississippi election law the two contenders were then pushed through to a runoff.
Cochran aggressively attacked McDaniel's past career in talk radio, presenting him as undignified and not fit to serve in the U.S. Senate. And the Cochran campaign reached out heavily to African-American voters, who normally vote Democratic, to vote in the Republican runoff in order to stop the more extreme McDaniel.
Moreover, the Cochran campaign also had a finely tuned message in its campaign ads: That as the top Republican on the Senate Agriculture, Nutrition, and Forestry Committee, as well as the powerful Appropriation Committee's defense subcommittee, only he could continue to bring home the federal projects that are really so vital to the state's economy.
As the Jackson Free Press pointed out, Cochran also ran a cleverly bifurcated outreach. In white areas, campaign literature touted his many votes against the Affordable Care Act and his support for gun rights; in black areas, he touted his work on behalf of historically black colleges and universities, and his support for the Supplemental Nutritional Assistance Program — commonly known as food stamps, a program that is not too near and dear to Republican primary voters.