First Impression Fail

Gov. Shapiro's Atlantic Profile Debalce

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Yesterday, well known journalist Tim Alberta published a long profile in The Atlantic on Pennsylvania Governor Josh Shapiro (D). The Governor cooperated with Tim, sitting for four interviews over the course of several weeks. The story was intended, from Shaprio’s perspective, to introduce him to many elites in the Party (donors, activists, lobbyists, etc), whose recognition - and ultimately, favor - are courted at this stage of the Presidential content, in what’s known as the Shadow Primary, as it operates out of sight for many voters.

The story starts well for Shapiro, with testimonials from MAGA voters in the working class areas of Pennsylvania’s “T”, roughly 35% of whom also like the Governor. Shapiro’s cross-over appeal - his respect for and attention to the needs and desires of these voters and their communities - is central to his theory of the case. Unfortunately for him, the story goes down hill from there.

Alberta paints Shapiro as authentically ambitious, with repeated stories of his wishy-washy views, long list of local Democratic enemies, who recount back-stabbing allegations, and way too polished - almost robotic - style.

As someone who admires Shapiro for his popularity in the ultimate swing state, and likes that he is unapologetically moderate and operates with a “get shit done” ethos, my jaw slowly dropped as I read.

Images of Al Gore, John Kerry, Mitt Romney, Hillary Clinton, and Kamala Harris danced through my head. All those candidates ran for president with a press corps that - rightly or wrongly - saw them early on as phonies. For the duration of the race, every action, from style to substance, was viewed by the media through that skeptical lens, much to the candidate’s frustration. Not surprisingly, all of them lost.

The profile also picked at a scab with insiders, who were mystified when Shapiro was being considered for Vice President by Kamala Harris, why he sat quietly while one negative story after another rained down - someone was releasing the “oppo hounds” against him. Where was the Governor’s fight, nimbleness and dexterity? To brag about your political skill, and then just take it and/or be so unprepared? Worse, many of these stories were in local papers. A strong candidates figures out a way to manage local scribes.

The good news for Shapiro, is that one Atlantic story, read by a few thousand elites in December 2025, will not end his campaign. The bad news is that the burden to prove he has what it takes is a little too close for comfort at such an early stage. Shapiro will need to soon show, not tell, that he can do well on the national stage, that he can define himself before others do it for him, that understands and can flourish in today’s dynamic media environment, and that he can drop land mines against opponents and avoid ones known and unknown waiting for him. Winning candidates figure all of this out.