Ah, that extra hour of sleep was pretty sweet, wasn’t it? Felt great, right?
What if I told you I had a foolproof, ready-to-roll plan, where we could ALL get an extra hour of sleep… every two months?
Seriously: Under this plan, every two months — right on the dot — everyone in America would get an extra hour of sleep!
You’re probably thinking, “C’mon, Scott, what sort of dark sorcery are you talking about? Nobody can control TIME like that… can they?”
Well, actually they can. In fact, in the year 1752, over a week was removed from the calendar — which is why, if you add up George Washington’s birthday/year and deathday/year to see how long he lived, your math will be 11 days wrong.
So there’s precedent for this!
Here’s my plan: Eliminate Leap Day.
From now on, Feb. 29 is gone. Poof, just like that. Which means, we now have 24 extra hours to distribute throughout a four-year block.
Six times four is 24, so every two months, we simply add an extra hour of glorious, blissful sleep. Ahhhh!
You’re welcome, America!
Okay, fine, I’ll come clean about the (very slight) downside: Eventually, it’ll start getting dark at noon, and everyone’s circadian rhythm would skip and scratch like a beat-up record. And there’s a small, insignificant chance that adding an extra hour every two months would confuse the hell out of everyone (especially non-Americans), leading to chaos, anarchy, and mistakes.
But in the grand scheme of things, isn’t that a small price to pay for more sleep?
And best of all, we’d no longer be subjected to Daylight Savings’ evil twin: The day we LOSE an hour of sleep. Curse ye, from the bottom of my heart.
So enjoy your leisurely cup of coffee, and if you wanna do this again in another two months, write to your local congressman.
PRedictions: Three big elections will be decided in less than 72 hours — the mayoral race in New York City and the gubernatorial races in Virginia and New Jersey. If you put a gun to my head (and I’d rather you didn’t), I think the most probable outcome is the Dems will win the governor and lieutenant governor races in Virginia by decent-sized margins, but my old college buddy Jason Miyares survives as attorney general. (In Virginia, you vote separately for governor, lieutenant governor, and attorney general.) That would be a 1-2 split; not great, but certainly not terrible.
New Jersey is very much a toss-up. Most of the polls are still leaning Democrat, but traditionally, New Jersey’s polling overestimates Democratic support. It’s still anyone’s game, but I’m an optimist, so I’ll lean GOP: Jack Ciattarelli wins in a squeaker.
The latest polling data in New York City shows a tightening race, but it’ll be too little, too late. Barring a last-minute exit by GOP candidate Curtis Sliwa, the Age of Mamdani will be upon us.
These election results will directly impact the “Schumer Shutdown”: If the Dems overperform, sweep all three, and win comfortably, it would validate their political calculus of shutting down the government.
Obviously, their strategy is working — which means, the shutdown will go on and on (and on).
If the Dems LOSE all three, the shutdown will end within 48 hours. The Donkey’s corporate masters would then have the ammo they need to blast the socialists to kingdom come, forcing Schumer’s hand.
And a mixed bag (the most likely outcome) would perpetuate the status quo.
PRojections: Speaking of the “Schumer Shutdown,” it’s time for the GOP to devise a new line of PR attack. We’re not losing the PR war; public sentiment is still (mostly) split along partisan lines. But we’re not winning the PR war either.
Most Americans blame Donald Trump and the Republican Party.
The problem is perceptual: The public knows the GOP controls the White House and both branches of Congress, so it’s easier to point fingers at the folks in charge. Joe Six Pack (or his Millennial/Zoomer counterpart, Joe Vape) doesn’t devote much gray matter to things like 60-person filibusters or bureaucratic voting rules.
Which is why the GOP should launch a PR campaign with the number “60” front and center.
Since there are 53 Republicans in the senate, I’d call it the “Seven for 60” campaign: We need 53 Republicans, plus seven Democrats/independents, to reopen the government.
Right now, 98.1% of the Republicans are voting to reopen the government. But only about three of the Democrats/independents are voting with us — an absurdly low 6.3%!
So 98.1% of Republicans are voting to open the government; 93.7% of Democrats are voting to keep it closed. The pressure ought to be on THEM, not us.
This shouldn’t be that difficult of a PR pitch. Using percentages — and explicitly accentuating the 60-person Senate threshold in our core messaging — would go a long way to righting the ship.
PRaise: To Sen. Ted Cruz (R-Tex.) for his forceful denunciation of the Heritage Foundation’s pathetic, limp-wristed quasi-endorsement of the Tucker Carlson/Nick Fuentes lovefest.
As we previously covered, unabashed white nationalist Nick Fuentes — the Hitler-loving, Stalin-adoring, minority-hating bigot — was given the seal of approval by Tucker Carlson last week. For reasons that make sense (and perhaps dollars) to Tucker Carlson, connecting the MAGA movement with one of the nation’s most visible racists, white supremacists, and antisemites was a smart, clever PR move.
PR experts looooove one-on-one interviews with high-profile media personalities, because the benefit is twofold: Not only do you get the views/exposure (the Fuentes/Carlson powwow is already at 5 million impressions on YouTube alone), but when the host laughs at your client’s jokes, mocks his enemies, embraces him, and makes it clear to his audience that he’s someone he respects and admires, it’s like manna from Heaven for your client’s brand.
The host is the audience’s gatekeeper. When someone like Tucker Carlson puts his arm around Nick Fuentes and warmly welcomes him into the fold, it legitimizes Fuentes to Carlson’s audience, mainstreaming his beliefs. (Which, in this case, are unapologetically racist.)
To me, this is less about “the Jews” and more about the future of MAGA.
Not only does Fuentes have a similar physique to Dylan Mulvaney, but if he becomes one of our movement’s leading voices, he’ll damage the MAGA brand as badly as Mulvaney damaged Bud Light: Brand ambassadors matter! That’s why companies pay a premium for ‘em!
It’s remarkable: If you hired ALL the top left-wing political strategists, locked them in a room, and asked them to develop a comprehensive PR plan to destroy the MAGA movement once and for all, I doubt they’d come up with anything better than:
Step One: Divide the MAGA movement over a minor issue, like, perhaps, I dunno… Israel.
Step Two: Use legitimate criticism of Israeli foreign policy as a fig-leaf to “mainstream” obvious antisemitism — little by little, drip by drip — escalating as you go. Maybe at first you’d exaggerate the “control” Israel has over America; then you’d start promoting a revisionist view of World War II, where that Hitler-guy really wasn’t so bad. Eventually, you’ll directly accuse Israel of genocide.
Step Three: Declare war on Jewish conservatives — insinuating they’re not really “loyal” to our movement or our country. “Out” them by name.
Step Four: Gradually remove the stigma of associating with Nazis, racists, bigots, and white nationalists, warmly embracing ‘em on social media platforms, treating ‘em like wise, legitimate MAGA thought-leaders.
Step Five (victory!): Directly associate the MAGA brand with the most visible white nationalists and/or Nazis in the entire country — proving that the Democrats were right all along!
As far as PR plans go, that one isn’t just effective; it’s also cost-efficient: With the “useful idiots” on the right (cough, Marjorie Taylor Greene, cough) and the anti-Trump media on the left, all you’d need is a small number of (bribable) MAGA influencers, and you’d be off and running.
Kudos to Ted Cruz for calling it out:
“Now is a time for choosing. If you sit there with someone who says Adolf Hitler was very cool and that their mission is to defeat ‘global Jewry,’ and you say nothing, then you are a coward, and you are complicit in that evil.”
—Ted Cruz
After reeling from the sharp blowback of his pro-Carlson/Fuentes video (including from Heritage staff members), Heritage Foundation President Kevin Roberts quickly pulled an about-face, repositioning himself as a fierce, take-no-prisoners opponent of antisemitism and bigotry WHEREVER they appear:
Yesterday I said that I abhorred views expressed by Nick Fuentes—and that the best way to fight antisemitic ideas was to challenge them head on.
— Kevin Roberts (@KevinRobertsTX) October 31, 2025
Fuentes replied on X by saying “I don’t know what exactly you ‘abhor’ about my views.” Allow me to elaborate—because there is plenty…
In that X post, he directly attacked Nick Fuentes… yet nary a peep about Tucker Carlson. Apparently, his pledge to “confront and challenge those poisonous ideas at every turn” doesn’t include criticizing the one person who’s elevating, promoting, cheerleading, mainstreaming, and popularizing ‘em.
Which means his line about “at every turn” was complete horse[expletive]. It’s NOT “at every turn.”
For Kevin Johnson, some racism and antisemitism is perfectly fine.
Eventually, the Republican Party will need to have (ironically enough) a “come to Jesus moment” about the Fuentes/Carlson PR problem, because Vice President JD Vance is likely to be the GOP’s standard-bearer for the 2028 election.
And JD Vance is married to an Indian woman who’s Hindu. Their children, quite obviously, are consist of both parents’ DNA.
For white supremacists like Nick Fuentes, that’s not acceptable:
Some predictably nasty stuff popping up about Vance's wife. https://t.co/quJDAwX9rm
— Eugene Daniels (@EugeneDaniels2) July 16, 2024
Nick Fuentes talks about JD Vance marrying an Indian Wife because he hates his own race.
— KaizerRev (@Kaizerrev) August 6, 2025
He's gonna defend White Identity? He couldn't even do that in his own home.
"It doesn't matter what he says, it matters who he is & he's NOT one of us." pic.twitter.com/ctuzB7xOwo
We can either deal with this now, or we can wait for Fuentes/Carlson to grow their influence — and then try to tackle a much larger problem in 2028.
But one way or another, we’ll eventually have to deal with it.
PRedators: Yeah, I read the comments. And I fully understand that a percentage of PJ Media readers are still Tucker Carlson fans.
That’s fine. (Hey, some of my all-time favorite musicians were horrible human beings, but dammit, their songs are catchy.) You guys have every right to like whoever you like.
It’s a free country.
But we all have our biases. Mine is professional: I’ve spent an awful lot of time studying brands, advertising, marketing, and PR. And all my training leads me to the same conclusion: If a brand is worth using, it’s worth protecting.
And if you don’t protect your brand, you’ll lose it.
Brands, words, and definitions are constantly changing; nothing in life stays the same. As our culture evolves, so does its language.
It’s been a little more than ten years since Donald Trump descended the golden escalator of Trump Tower, announcing his “America First” presidential campaign.
And when he did, the MAGA movement was born.
For ten long years, we’ve been battling the Democrats and/or mainstream media over what MAGA means. For us, it’s simple: Make America Great Again means exactly what it says.
We’re American nationalists — and unapologetically so.
But to Democrats and/or the mainstream media, MAGA meant something else: It was a “dog whistle” for racism and bigotry. From Elon Musk to Donald Trump, every awkward hand gesture was a secret “Nazi salute”; every legislation was at attempt at “fascism.”
The Democrats and/or mainstream media failed spectacularly — not because they didn’t try hard enough, but because we worked overtime to show how stupid those allegations were. So, when the American people heard the Dems deride Trump as “literally Hitler” — and then watched the Scary Orange Man dance to the Village People, flip burgers at McDonald’s, and hug his (Jewish) daughter and grandkids — there was a disconnect: He sure didn’t look like “literally Hitler.”
In other words, the Dems lost because we aggressively fought back, showing how stupid and untrue their allegations are!
Because, if we didn’t fight back, we would’ve lost the MAGA brand. The Dems would’ve successfully redefined what MAGA means, transforming it into a latter-day Confederate flag.
That’s their PR endgame: They’re trying to Nazify the MAGA movement.
It’s our responsibility to protect the integrity of the MAGA brand.
You and me. It falls on ALL of us.
And not just from weirdos on the left. Sadly, there’s a growing number of predators that were formerly on the right.
Including men with large media platforms. If they redefine MAGA to mean white nationalism, we lose everything.
We won’t ever win another national election.
Morality aside, the Fuentes/Carlson numbers don’t make a lick of strategic sense: Right now, only about 59% of the U.S. population is white. (And those numbers decline each year.) So, even if we won a record-setting 80% of the white vote in 2028, we’d still lose the presidential election by multiple points!
It’s just so stupid.
Protect your brand or lose your brand. Those are your only options.
