A media critic like Bozell should grasp (but apparently doesn't) that one of the main differences between Romney and Reagan is that Reagan had obvious public charisma, and Romney didn't. Romney is a manager, not a leader, and that's how his campaign presented him. Many were excited about voting against Obozo, but no one was excited about voting for Romney, except Ann Coulter.
The major-party candidate with the greater public charisma has won EVERY presidential election since 1980, maybe 1976.
I wonder if one of the main reasons McLame in 2008 got 2M more votes than Romney in 2012 had to do with the charisma at the bottom of the ticket (Sarah).
A main problem in 2012 was the messenger's lack of charisma.