Only three newspapers—in Orlando, Fort Myers, and Pasco County—supported Cramer in the race against Chiles. In the face of media opposition, Cramer failed to pin the "liberal" label on Chiles, who called himself by the rare hybrid term "progressive conservative." Explaining Cramer's inability to make "liberalism" an issue in 1970, "The New York Times" observed that Chiles and the gubernatorial candidate, Reubin Askew of Pensacola, "convey amiable good ol' boy qualities with moderate-to-liberal aspirations that do not strike fear into the hearts of conservatives."