John Singleton, “How Malcolm Fraser will become Prime Minister: A two-year non-marketing programme,” Quadrant, June, 1975, pp. 33-35.

John Singleton is managing director of the advertising agency, Doyle Dane Bernbach. He played a major role in the 1974 Federal elections in preparing Sir Robert Askin’s “boots and all” television campaign for the Liberal Party. (See his account of it in Quadrant Jan.-Feb. 1975).

Quadrant sought Mr Singleton’s views on the new Federal Liberal Party leadership and asked him for an article tentatively entitled “How I Would Make Malcolm Fraser Prime Minister”. He rejected the title as too “presumptuous” but prepared the following two-year “non-marketing programme” for Mr Fraser.

Anyone who has made a serious study of Australian politics will realise that the more serious you get the funnier politics gets.

First it is important to realise that running a little unimportant thing like Australia doesn’t demand the same skills as running a big important thing like a company. If you run a company, you have to know what you’re doing.

You have to make unpopular decisions when they need to be made.

You have to tell the truth to your staff, shareholders, suppliers and customers.

And in business it is normal, as indeed it is for any sporting team, that the best man be made captain. This logic has no application in politics. It is obvious when you look at the economic regression of Australia in the past decade — and the downhill acceleration in the last two years — that in politics you don’t in fact have to know what you’re doing.

Instead you only have to look like you know what you’re doing. This means you have to be tall, well-dressed and speak in a manner which is as unclear and imprecise as it is impressive.

Menzies is a prime example. As is Whitlam. As is Fraser.

So far so good for Fraser’s chances of making it as Prime Minister.

Now we come to unpopular decisions. These must never be made in politics.

For example, it is obvious to anyone who thinks about it for more than five minutes that you can’t afford to make more promises than you can afford to pay for. In any business. In any country.

When you do make such a mistake, you should say, “We’ve made too many promises. We’ll have to cut back on a few, this is why. Our only other alternative is to rob a bank.”

In business robbing a bank is frowned upon. But in politics it is quite OK and is called deficit spending. Whitlam/Cairns and their gang are already past masters at the game.

In this year’s budget they said they would knock off $14 BILLION in tax from us to redistribute the wealth.

Now they find out they are already a tiny $3.3 BILLION out.

So they rob the bank and print off the money. If you were running a company and did the same thing, you’d be with Alexander Barton in Brazil.

But politics knows no such rules. Malcolm Fraser knows as well as Whitlam/Cairns and their gang that if you and I ran off $3.3 billion based on nothing it would be called counterfeiting, because the money doesn’t exist except in the imagination of politicians. It isn’t based on anything. All it does is inflate the currency and make our money increasingly worthless. The only thing the government should in all honesty do is make deficit spending illegal as it is in Germany and cut back public spending drastically. To cut back means welfare programmes have to go. So taxation can be cut drastically to give us back some incentive to work or save or both. But as much as Fraser may know all this, he also should know that if he comes out and actually says it, it simply means that he will lose the public service vote. And that is one in four of the work force. History department.

So the best thing Fraser can do is keep Lynch as Treasurer and keep him saying nothing in as many words as possible. He is an ideal choice.

Because this is very simply what is happening to Australia: The Labor gang have decided that the only way to nationalise industry is to debauch the currency.

It is a nice little theory that has been expounded by a couple of other well-known socialists in the past. Among them Lenin and Marx. (In those days they were called communists, before the phrase because non-u).

The best way to debase the currency is to inflate it.

The only thing that can destroy inflation (apart from turning off the printing presses) is to increase productivity even faster than the money supply.

The only way this country can increase productivity is to exploit the things we’re good at and gradually drop off the things we’re lousy at.

What we’re good at is minerals: iron, oil, uranium, etc. So what the Government gangs have decided to do is announce no policy in these areas apart from fixing oil prices at artificially low levels. And confiscating iron-ore mines. And at the same time telling the people with the capital and the knowledge that we don’t want them here at any cost. We’d rather leave it all in the ground.

What we’re also good at is primary industries: wool, wheat, fruit. And who decided how much you can grow and how much you can sell it for? The Government.

This is popular with the idiots who shouldn’t be in the business anyway and unpopular with those who produce the majority of the products who are the ones who should be encouraged. But they just don’t have enough votes to matter.

What we’re bad at is labour intensive industries. And naturally that’s what we’re in.

What the Government encourages us to be in.

The clothing industry. The automotive industry.

But there aren’t many votes in what we’re good at.

There are millions of votes in what we’re bad at.

So what the government does is foster the votes and screw the country.

It might be because they’re stupid. Or it might be because it is intentional.

Or it might be because popularity is all that matters to politicians.

But whether you get shot on purpose or accidentally makes very little difference to the end result.

I think/hope Malcolm Fraser knows the real answer, but he mustn’t say what it is before he gets elected.

All Malcolm Fraser has to do is first make sure there isn’t an election for as long as possible.

(This suits Whitlam also. If he goes to the polls now he’s got a 50/50 chance of getting a 3 year term compared to a 95% chance of running out the extra 2. From Fraser’s point of view he has a 50/50 chance now and a 95% chance in 2 years’ time. If you were a bookie, what odds would you lay?)

So all it boils down to is this:

  1. Malcolm Fraser must stay tall which will make it easy for him to continue to speak down to people. A Prime Minister prerequisite.
  2. He must continue to understand what the real problems are and say nothing about them.
  3. If he finds this difficult to do with a straight face, then he has the ideal spokesman in Phillip Lynch who really doesn’t know and is therefore perfect for the job.
  4. He must listen carefully to Tony Eggleton and all the other heavies in his communication think tanks etc. etc. He must absorb everything they say and at all time do the exact opposite.
  5. He must let the government continue to dig its own hole.
  6. He must let the greater idiocies like Medibank go through.
  7. He must hear no evil, see no evil, speak no evil.
  8. However, he must at all times disagree with everything the government does without at any time being specific.
  9. He must not hire any young beautiful ladies (or Estonian ladies of any age) to work on his staff, no matter how brilliant they may be.
  10. Ditto for his colleagues.
  11. When the election does come around he must say everything that is wrong and say nothing about what must be done to fix it.

But when he is Prime Minister in two years time he had better realise that in the first month he will have to make himself the most unpopular new prime minister in the short term, if he is to become the most popular and important of all time.

He will have to ban deficit spending totally.

He will have to cut the public service drastically, including all the do-nothing busybody departments like:

The Ministries for the Media; Northern Development; Minerals and Energy; Special Minister of State; Tourism and Recreation. (Or at least make sure they do nothing and employ no-0ne to do it.)

Ideally he should float the AIDC on the sharemarket so that people may judge its real worth, and this instrument of nationalism will therefore be destroyed.

He must abolish the PJT and IAC for all time and he must then gradually repeal all welfare programmes that do for people what they can better do for themselves.

And these welfare programmes must also include corporate welfare programmes disguised as statutory bodies e.g. the Wool Board, also Tariffs and quotas etc, as well as the obvious consumer welfare state bogies like Medibank, and the AGIO if/when it gets through.

He must open the way for private enterprise the compete with all government monopolies like the post office.

And he must do everything possible to ensure we encourage local and overseas capital (including knowledge) to develop our mineral resources urgently.

The only way that Australia will ever be adequately defended is if the most powerful nations in the world become absolutely dependent upon us for our raw resources.

Then and only then will we be guaranteed defence if someone takes a look at their own starving millions and looks at the riches at their very doorstep in Australia — an Asian country populated by a few lazy Europeans.

The old axiom has always and will always apply: if goods don’t cross barriers, armies will.

And those who prefer to believe in Audie Murphy had better realise that he died during Vietnam.

And only in this way will he be able to cut all personal and company taxes in this country so that it realises its potential as the richest country in the world.

Because if Malcolm Fraser has as his only ambition to be Prime Minister and doesn’t use that position for good but only for his own personal gain, then this country has about as much chance as surviving as a free nation as the United Kingdom.

And it won’t be a worthwhile place to live for anyone.

Even a Prime Minister.

(in order of appearance on
  1. Governments Consume Wealth — They Don't Create It
  2. Singo and Howard Propose Privatising Bondi Beach
  3. Singo and Howard Speak Out Against the Crackpot Realism of the CIS and IPA
  4. Singo and Howard on Compromise
  5. Singo and Howard on Monopolies
  6. Singo and Howard Support Sydney Harbour Bridge Restructure
  7. Singo and Howard on Striking at the Root, and the Failure of Howard, the CIS and the IPA
  8. Singo and Howard Explain Why Australia is Not a Capitalist Country
  9. Singo and Howard Call Democracy Tyrannical
  10. Singo and Howard on Drugs!
  11. Simpleton sells his poll philosophy
  12. Singo and Howard Decry Australia Day
  13. Singo and Howard Endorse the Workers Party
  14. Singo and Howard Oppose the Liberal Party
  15. Singo and Howard Admit that Liberals Advocate and Commit Crime
  16. Up the Workers! Bob Howard's 1979 Workers Party Reflection in Playboy
  17. John Whiting's Inaugural Workers Party Presidential Address
  18. John Singleton and Bob Howard 1975 Monday Conference TV Interview on the Workers Party
  19. Singo and Howard on Aborigines
  20. Singo and Howard on Conservatism
  21. Singo and Howard on the Labor Party
  22. Singo, Howard and Hancock Want to Secede
  23. John Singleton changes his name
  24. Lang Hancock's Foreword to Rip Van Australia
  25. New party will not tolerate bludgers: Radical party against welfare state
  26. Singo and Howard introduce Rip Van Australia
  27. Singo and Howard on Knee-Jerks
  28. Singo and Howard on Tax Hunts (Lobbying)
  29. Singo and Howard on Rights
  30. Singo and Howard on Crime
  31. Singo and Howard on Justice
  32. Singo and Howard on Unemployment
  33. John Singleton on 1972 cigarette legislation
  34. Singo and Howard: Gambling Should Neither Be Illegal Nor Taxed
  35. Holed up, hold-up and holdout
  36. The libertarian alternative vs the socialist status quo
  37. Workers Party Platform
  38. Singo and Howard Join Forces to Dismantle Welfare State
  39. Singo and Howard on Business
  40. Singo and Howard on Discrimination
  41. Singo and Howard on the Greens
  42. Singo and Howard on Xenophobia
  43. Singo and Howard on Murdoch, Packer and Monopolistic Media
  44. Singo and Howard Explain that Pure Capitalism Solves Pollution
  45. Singo and Howard Defend Miners Against Government
  46. Singo and Howard on Bureaucracy
  47. Singo and Howard on Corporate Capitalism
  48. The last words of Charles Russell
  49. Ted Noffs' Preface to Rip Van Australia
  50. Right-wing anarchists revamping libertarian ideology
  51. Giving a chukka to the Workers Party
  52. Govt "villain" in eyes of new party
  53. "A beautiful time to be starting a new party": Rand fans believe in every man for himself
  54. Introducing the new Workers' Party
  55. Paul Rackemann 1980 Progress Party Election Speech
  56. Lang Hancock 1978 George Negus Interview
  57. Voices of frustration
  58. Policies of Workers Party
  59. Party Promises to Abolish Tax
  60. AAA Tow Truck Co.
  61. Singo and Howard on Context
  62. Singo and Howard Blame Roosevelt for Pearl Harbour
  63. Singo and Howard on Apathy
  64. Workers Party is "not just a funny flash in the pan"
  65. Singo and Howard on Decency
  66. John Singleton in 1971 on the 2010 Federal Election
  67. Matthew, Mark, Luke & John Pty. Ltd. Advertising Agents
  68. Viv Forbes Wins 1986 Adam Smith Award
  69. The writing of the Workers Party platform and the differences between the 1975 Australian and American libertarian movements
  70. Who's Who in the Workers Party
  71. Bob Howard interviewed by Merilyn Giesekam on the Workers Party
  72. A Farewell to Armchair Critics
  73. Sukrit Sabhlok interviews Mark Tier
  74. David Russell Leads 1975 Workers Party Queensland Senate Team
  75. David Russell Workers Party Policy Speech on Brisbane TV
  76. Bludgers need not apply
  77. New party formed "to slash controls"
  78. The Workers Party
  79. Malcolm Turnbull says "the Workers party is a force to be reckoned with"
  80. The great consumer protection trick
  81. The "Workers" speak out
  82. How the whores pretend to be nuns
  83. The Workers Party is a Political Party
  84. Shit State Subsidised Socialist Schooling Should Cease Says Singo
  85. My Journey to Anarchy:
    From political and economic agnostic to anarchocapitalist
  86. Workers Party Reunion Intro
  87. Singo and Howard on Freedom from Government and Other Criminals
  88. Singo and Howard on Young People
  89. Singo and Howard Expose how Government Healthcare Controls Legislate Doctors into Slavery
  90. Singo and Howard Engage with Homosexuality
  91. Singo and Howard Demand Repeal of Libel and Slander Laws
  92. Singo and Howard on Consumer Protection
  93. Singo and Howard on Consistency
  94. Workers Party is born as foe of government
  95. Political branch formed
  96. Government seen by new party as evil
  97. Singo and Howard on Non-Interference
  98. Singo and Howard on Women's Lib
  99. Singo and Howard on Licences
  100. Singo and Howard on Gun Control
  101. Singo and Howard on Human Nature
  102. Singo and Howard on Voting
  103. Singo and Howard on
    Inherited Wealth
  104. Singo and Howard on Education
  105. Singo and Howard on Qualifications
  106. Ron Manners on the Workers Party
  107. Singo and Howard Hate Politicians
  108. Undeserved handouts make Australia the lucky country
  109. A happy story about Aborigines
  110. John Singleton on Political Advertising
  111. Richard Hall, Mike Stanton and Judith James on the Workers Party
  112. Singo Incites Civil Disobedience
  113. How John Singleton Would Make Tony Abbott Prime Minister
  114. The Discipline of Necessity
  115. John Singleton on the first election the Workers Party contested
  116. Libertarians: Radicals on the right
  117. The Bulletin on Maxwell Newton as Workers Party national spokesman on economics and politics
  118. Singo and Howard: Australia Should Pull Out of the Olympics
  119. Singo and Howard Like Foreign Investment
  120. Mark Tier corrects Nation Review on the Workers Party
  121. The impossible dream
  122. Why can't I get away with it?
  123. The bold and boring Lib/Lab shuffle
  124. Time for progress
  125. The loonie right implodes
  126. Max Newton: Maverick in Exile
  127. John Singleton on refusing to do business with criminals and economic illiterates
  128. Censorship should be banned
  129. "Listen, mate, a socialist is a bum"
  130. John Singleton on Advertising
  131. John Singleton on why he did the Hawke re-election campaign
  132. Sinclair Hill calls for dropping a neutron bomb on Canberra
  133. Bob Howard in Reason 1974-77
  134. John Singleton defends ockerism
  135. Singo and Howard talk Civil Disobedience
  136. The Census Con
  137. Singo and Howard Oppose Australian Participation in the Vietnam War
  138. Did John Singleton oppose the mining industry and privatising healthcare in 1990?
  139. Bob Carr in 1981 on John Singleton's political bent
  140. John Singleton-Ita Buttrose interview (1977)
  141. John Singleton on elections: "a Massive One-Day Sale!"
  142. John Hyde's Progress Party praise
  143. King Leonard of Hutt River Declares Defensive Just War Against Australia the Aggressor
  144. Singo says Lang Hancock violated Australia's 11th commandment: Thou Shalt Not Succeed
  145. Singleton: the White Knight of Ockerdom
  146. John Singleton bites into Sinclair Hill's beef
  147. Save Parramatta Road
  148. 1979 news item on new TV show John Singleton With a Lot of Help From His Friends
  149. Smoking, Health and Freedom
  150. Singo and Howard on Unions
  151. Singo and Howard Smash the State
  152. Singo and Howard on the big issue of Daylight Saving
  153. Come back Bob - It was all in fun!
  154. A few "chukkas" in the Senate for polo ace?
  155. Country Rejuvenation - Towards a Better Future
  156. Singo and Howard on Profits, Super Profits and Natural Disasters
  157. John Singleton's 1977 pitch that he be on a committee of one to run the Sydney 1988 Olympics for profit
  158. Thoughts on Land Ownership
  159. 1975 Max Newton-Ash Long interview on the Workers Party
  160. The Electoral Act should allow voters to choose "none of the above"
  161. The great Labor Party platform: first or last, everybody wins a prize
  162. The politics of marketing - laugh now, pay later
  163. Singo and Howard call Australia fascist and worse
  164. The mouse will roar
  165. Viv Forbes and Jim Fryar vs Malcolm Fraser in 1979
  166. Quip, Quote, Rant and Rave: four of Viv Forbes' letters to the editor in The Australian in 1979
  167. Australia's First Official Political Party Poet Laureate: The Progress Party's Ken Hood in 1979
  168. Hancock's playing very hard to get
  169. Harry M. Miller and The Australian disgrace themselves
  170. Ocker ad genius takes punt on art
  171. John Singleton 1976 ocker Monday Conference Max Harris debate
  172. John Singleton mocks university students on civil liberties and freedom of choice in 1971
  173. Murray Rothbard championed on Australian television in 1974 (pre-Workers Party!) by Maureen Nathan
  174. John Singleton profile in 1977 Australian MEN Vogue
  175. I think that I shall never see a telegraph pole as lovely as a tree
  176. Ralph Nader vs John Singleton on Consumer Protection
  177. John Singleton's first two "Think" columns in Newspaper News, 1969
  178. Singo and Howard on Ballet
  179. Product innovation comes first
  180. Protect who from a 'mindless' wife?
  181. A party is born
  182. Tiny Workers' Party gives us a hint
  183. John Singleton on the ad industry, consumerism and innovation
  184. Workers Party Economic Policy Statement, December 1975
  185. Lang Hancock on the Workers Party, secession and States Rights
  186. John Singleton and Howard on Government Largesse
  187. Counterculture must exclude government handouts
  188. John Singleton's 1974 Federal Liberal Election Campaign Ads
  189. John Singleton believes in the Workers Party
  190. Write-up of John Singleton's 1978 speech to the Australian Liberal Students Association
  191. Singo in 1987: "Joh doesn't go far enough ... I want absolute deregulation of the economy"
  192. Maxwell Newton chapter of Clyde Packer's No Return Ticket (1984)
  193. Singo and Howard on Totalitarian Socialism and Voluntary Socialism
  194. Rip Van Australia on Ripoff Vandals Taxing Australia
  195. Singo and Howard beg for tolerance
  196. John Singleton's 1985 advertising comeback
  197. Singo and Howard Demand End to Public Transport
  198. John Singleton and Howard on Fred Nile, Festival of Light, FamilyVoice Australia and the Christian Lobby
  199. Capitalism: Survival of the Fittest
  200. Return Australia Post to Sender
  201. Singo and Howard on Public Utilities
  202. John Singleton and Howard say monarchy should be funded by monarchists alone
  203. John Singleton on cigarette advertising
  204. Singo in 1972 on newspapers' demise
  205. John Singleton farewells Bryce Courtenay
  206. John Singleton on Australian political advertising in 1972
  207. Gortlam rides again
  208. Announcement that Lang Hancock will be guest of honour at the Workers Party launch
  209. John Singleton on trading stamps, idiot housewives and government
  210. 1975 John Singleton-Sir Robert Askin Quadrant Interview
  211. Singo asks two prickly questions
  213. Why John Singleton can't keep a straight face
  214. Why John Singleton Defends Smokers Rights
  215. Tony Dear on Paul Krutulis, the Workers Party and murder
  216. An Ode to Busybodies
  217. Progress Party and Workers Party lead The Australian
  218. How many tits in a tangle?
  219. Viv Forbes in 1978 on loss-making government, the Berlin Wall and misdirected blasts of hot-air
  220. John Singleton wants the Post Office sold and anti-discrimination legislation scrapped
  221. A speech from the Titanic
  222. A crime must have a victim
  223. John Singleton vs Australia Post
  224. Minimum wages the killer
  225. Has Fraser got his priorities all wrong?
  226. John Singleton says "the royal family should be flogged off to the U.S."
  227. John Singleton vs Don Chipp and the Australian Democrats
  228. John Singleton vs Don Lane
  229. John Singleton. Horseracing. Why?
  230. John Singleton's 1986 reflection on the Workers Party
  231. Bob Howard in 1978 on libertarianism in Australia
  232. John Singleton on the stupidity of anti-discrimination laws
  233. Thou shalt know the facts ... before thou shoot off thou mouth
  234. Charity: An Aesop Fable
  235. Bob Howard announces the Workers Party in freeEnterprise
  236. New improved moon
  237. Announcing people ... YES, people!
  238. Creativity in advertising must be pointed dead on target
  239. John Singleton on barriers to, and opportunities for, effective communication
  240. Wayne Garland on John Singleton on Advertising
  241. John Singleton schools ad course
  242. John Singleton: advertising awards
  243. Mr Singleton Goes to Canberra for Australian Playboy
  244. John Singleton on his TV career for Australian Playboy
  245. John Singleton sacked for telling the truth about Medicare
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