The more Newt Gingrich loses the more negative his campaign becomes, and not just negative in TV ads, but also negative tones in speeches and debate demeanor. Over the last few weeks Newt has called Mitt Romney everything in the book, including “liar” and it’s hurt him with the voters. Check out the results of the 2012 GOP Minnesota caucus, Missouri primary and here. Rick Santorum is stealing away conservatives from Gingrich in those states. Without them, Newt has nothing. It’s not looking pretty for Mr. Gingrich. 

Newt needs to stop being so dreary, and he needs to stop using apocalyptic language like “save America." People are over the scare tactics and panic-mongering in his campaign. They want to hear how he's going to grow the job market, not about how much of a hero he thinks he is.

But Gingrich isn't the only one suffering setbacks after Santrorum's wins. Romney's got plenty to worry about. As was the case in Iowa, Santorum's success shows a strong disapproval in Romney's record—a record which isn't very conservative to say the least. At this point, Romney isn't worried about getting the nomination. That was predetermined by the GOP establishment and has been confirmed daily by mainstream media.

The real question is how the race for the nomination will affect Romney in the general election. The fact that Santorum is even still in the race is an amazing thing in and of itself. The fact that he can still capture votes, with almost no campaign budget at all, shows the glaring weakness that Romney simply doesn't satisfy conservatives. When given the choice between moderate Obama and moderate Romney, conservatives may not even bother to come out and vote, and if they don't, Romney has no chance at winning. 

Santorum seems genuine to these voters. Newt seems like a phony, and he is a Washington insider to his core. Not only that, conservatives care deeply about family loyalty, and it’s no secret that Newt is on his third mistress turned wife. Let’s face it, he rubs people the wrong way, and the negativity around his ‘angry-man’ persona isn’t helping at all. 

My Advice to Newt 

It’s time to rethink the “tough guy” strategy. It may even be time to rethink whether or not you want to continue on with the campaign. If you decide to stay, stop spending money you don’t have because it clearly hasn’t gotten you anywhere. Focus on the economic prosperity of the 90s. There was a balanced budget, job growth, and the development of the Internet. Remind people that you were a part of that. Keep reminding them of the '90s and stop attacking Mitt Romney. The nasty tone and the angry-man act aren’t working for you. It’s time to rebuild the message before it’s too late.

My Advice to Romney 

Keep spending, and keep racking up the wins in the large states that matter. Don't get lost in the media swirl of the ups and downs of a campaign. Moving further toward the right to please the conservative base is a mistake that was made by John McCain in 2008—don't repeat it. Instead, focus on getting the support of people like Santorum heading in to the general election, and maintain a more centerist tone. You will need to move even more to the center in the coming months if you hope to beat Obama. If you move too far to the right just to grab the nomination (which is already yours), you may never be able to find your way back to the center. Remember, elections in America are won in the middle.          

 

Reach Staff Columnist Ryan Shaw here.