Suzanne Fields

Not so long ago when you wanted to make a personal endorsement of a candidate for office, even for president of the United States, the ritual was simple. You stuck a sticker on the back bumper of the family car or put up a cardboard sign in the front yard.

But that's not enough if you're a big-enough shot to get a little ink in the morning paper for your solemn announcement, or a mention on a cable-TV shout show. If you're Colin Powell, a distinguished former secretary of state, you might even get to Page One and make a splash on the Drudge Report. A former secretary of state's endorsement might actually be of interest to someone besides the endorser's wife and kids. If not the kids, at least the spouse.

Eric Schmidt, the chief executive officer of Google, even got a mention in The Wall Street Journal for his "plans to endorse." Sometimes an endorser just sends out a press release -- an e-mail is cheap enough -- and hopes somebody in a newsroom somewhere bites. "Vanity, thy name only used to be woman," to further mangle the oft-misquoted soliloquy of Hamlet (the feminine weakness was frailty, not vanity). Now it's gender nonspecific.

But all we want from Mr. Schmidt and Google is to settle arguments late at night, such as who was Cary Grant's third wife. (Betsy Drake, the third of five, was the incumbent from 1949 to 1962.) Mr. Schmidt may have good reason for his endorsement, since Google is dealing with the Justice Department over several regulatory issues. Getting on the bus now while seats are still available is only smart business.

Ben Bernanke, the chairman of the Federal Reserve, endorsed the Democratic stimulus program for the economy, and The Wall Street Journal observed that he "apparently wants four more years as Federal Reserve chairman." Women's Wear Daily, which knows everything about fashion, reports that fashion is trending toward Obama.

Does this mean men will shave, wear good suits, nice ties and leather shoes again, following the impeccable Obama dress code?

Even mere scribblers are getting into the personal endorsement business. Ken Adelman, a magazine writer who was an arms control maven in the Reagan administration, sounded more miffed with Sarah Palin than annoyed with John McCain. Or maybe he just wants a seat on the bus (and to keep his name in print).

The bus is already crowded in Europe; the Europeans haven't discovered that the No. 55 bus from Berlin with connections in Paris and London doesn't even stop here. A poll finds that 64 percent of the French are eager for Obama to get to the White House. Only 2 percent want McCain.

Suzanne Fields

Suzanne Fields is currently working on a book that will revisit John Milton's 'Paradise Lost.'

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