The general election was a highly competitive four-way race between King, Collins, Brennan, and Green Party nominee Jonathan Carter. King invested early in television advertising during Maine's unusually early June primary, allowing him to emerge from the primary season on an equal footing with his rivals. He positioned himself as a businessman and a pragmatic environmentalist focused on job creation and education. "The Washington Times" described King as an idealist who "wants to slash regulations but preserve the environment; hold the line on taxes; impose work and education requirements on welfare recipients; experiment with public school choice and cut at least $60 million from the state budget." His opponents criticized him for flip-flopping. Collins argued King "presents different images, depending on who he is talking to. Angus has been a Democrat his whole life. In my opinion, he became an independent because he didn't think he could beat Joe Brennan in a primary. He's extremely smooth, articulate and bright, but he says different things to different groups."