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JOHN McCAIN’S PROBLEM….Today’s New York Times poll graphically illustrates the biggest problem John McCain had going into this election. Normally, a Republican would run right in the primary and then tack to the center during the general election. But McCain, who has always been distrusted by the hardcore conservative wing of the party — the social conservatives especially — couldn’t do that. In order to consolidate their support, he had to tack to the right for the general election, most spectacularly with his choice of Sarah Palin as VP.

But this has been disastrous. McCain’s biggest electoral advantage was always his appeal to independents, and as he’s moved to the right independents have abandoned him in droves. In the last month, his favorable rating among independents has gone down 3 points and his unfavorable rating has skyrocketed an astonishing 20 points. In other words, nearly every single independent who didn’t already have an opinion about McCain has decided in the last month that they don’t like him. The New John McCain has been the biggest flop imaginable.

I honestly don’t know what he could have done differently to avoid this. One argument, I suppose, is that conservatives would have ended up voting for him regardless, so he should have ignored them and gone after the independent bloc like a laser. But I’ll bet that wouldn’t have worked either. Conservatives were genuinely uncomfortable with McCain, and if he had aggressively courted the independent vote Rush Limbaugh would have been skinning him alive 24/7 and James Dobson would still be telling his followers to stay home this year.

Was there an answer to this dilemma? I can’t think of one. McCain’s rock this year was very, very hard, and his hard place was very, very rocky. He was just plain screwed.

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WE'LL BE BLUNT.

We have a considerable $390,000 gap in our online fundraising budget that we have to close by June 30. There is no wiggle room, we've already cut everything we can, and we urgently need more readers to pitch in—especially from this specific blurb you're reading right now.

We'll also be quite transparent and level-headed with you about this.

In "News Never Pays," our fearless CEO, Monika Bauerlein, connects the dots on several concerning media trends that, taken together, expose the fallacy behind the tragic state of journalism right now: That the marketplace will take care of providing the free and independent press citizens in a democracy need, and the Next New Thing to invest millions in will fix the problem. Bottom line: Journalism that serves the people needs the support of the people. That's the Next New Thing.

And it's what MoJo and our community of readers have been doing for 47 years now.

But staying afloat is harder than ever.

In "This Is Not a Crisis. It's The New Normal," we explain, as matter-of-factly as we can, what exactly our finances look like, why this moment is particularly urgent, and how we can best communicate that without screaming OMG PLEASE HELP over and over. We also touch on our history and how our nonprofit model makes Mother Jones different than most of the news out there: Letting us go deep, focus on underreported beats, and bring unique perspectives to the day's news.

You're here for reporting like that, not fundraising, but one cannot exist without the other, and it's vitally important that we hit our intimidating $390,000 number in online donations by June 30.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. It's going to be a nail-biter, and we really need to see donations from this specific ask coming in strong if we're going to get there.

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