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It's not easy for a couple of political pros to avoid the anti-incumbency sentiment that's loose in the land, but Bob Martinez and Lawton Chiles have tried their best in the race for governor of Florida. Martinez, the Republican who served six years as Tampa mayor and has been governor for four, paints himself as the outsider who angers the Tallahassee gang by serving the people rather than going along with the good ol' boys.

Chiles, the Democrat who decided in 1988 not to seek re-election to the U.S. Senate, was in political office 30 years. He, too, portrays himself as a man of the people and says his fresh ideas will sweep the cobwebs out of the Capitol.

At the same time, both men want their years of experience to weigh in their favor.

Chiles and Martinez each won their party primaries Sept. 4 with better than two-thirds of the vote, and polls showed the men started this race even.

But they have campaigned with distinctly different styles and often on different themes.

Martinez has taken to the air and the airwaves.

He has conducted "fly-arounds" in private airplanes, stopping at airports in a handful of Florida cities (major media markets) to conduct news conferences on the theme of the week _ crime, the environment, education, ethics.

He also has flown in President Bush and former President Reagan to campaign for him and help raise money.

Martinez began patching up his image with a series of television commercials in February and resumed in August with spots designed to tell voters of the good he has done for Florida. The spots focused largely on his efforts to protect the environment and on his prison-building program.

He also broadcasted commercials attacking Chiles as a tax-and-spend Democrat. Martinez noted that Chiles voted for a freeze on Social Security cost-of-living adjustments in 1985 and urged a congressional pay raise in 1988 _ without mentioning that the temporary freeze was to reduce the deficit or that Chiles would leave office before the raise took effect.

"There's no reward for putting facts in context," the governor's campaign manager, J. M. "Mac" Stipanovich, told a magazine reporter.

Chiles responded just as he did when Bill Nelson used distorted commercials about Chiles in the Democratic primary. Chiles made commercials criticizing the tactics, saying, "Bob Martinez should be ashamed" of his "false, negative campaign."

Chiles is limiting campaign contributions to $100 a person and has raised about one-third of the millions Martinez has, so Chiles hasn't had as many television commercials. He did buy five-minute Saturday radio slots for weekly speeches, however.

Chiles campaigned for weeks with something he called "program days." He would spend several days in a single area (also a major media market), studying successful local programs for a variety of problems, such as dropouts and cocaine babies.

But he also pressed the flesh at traditional political rallies. And like Martinez, Chiles frequently called news conferences to discuss a theme and release papers explaining his position in detail. He just didn't fly around.

Not surprisingly, Chiles and Martinez say they want the same things for Florida _ better schools, cleaner water, safer streets. They disagree about the best ways to accomplish them.

Chiles says Martinez's achievements have been shallow. Martinez says Chiles couldn't achieve more without massive spending.

Crime and prisons are a good example of their disputes.

Martinez has doubled the number of prison beds in Florida and says he wants enough beds to ensure inmates aren't released early because of overcrowding.

Chiles complains, "Rehabilitation is a foreign concept to Martinez." Chiles advocates work camps in which non-violent offenders can build roads and playgrounds. He also wants drug addicts to be treated instead of jailed.

The environment is another example.

Martinez is proud of Preservation 2000, his program to buy endangered lands during the next 10 years. He cites in speeches that Florida won't have enough drinking water if a paved state keeps the rain from sinking into the ground.

Chiles likes Preservation 2000 but argues that Florida needs to throttle back on growth overall. The state's natural resources, he says, can't support the continuing influx of people. Growth will slow naturally, anyway, he says, and Florida should diversify its economy while there's still time.



The governor and lieutenant governor serve four years. The governor appoints managers of state agencies, non-elected judges and members of state boards. The lieutenant governor fulfills duties the governor assigns and becomes gogovernor if the governor acannot serve out the term. The governor is paidc $100,883 and lives in a Tallahassee mansion maintained at state expense. The lieutenant governor is paid $91,301.


LAWTON CHILES, 60, is a Lakeland native who graduated from Lakeland High School and has bachelor's and law degrees from the University of Florida. He was elected to the state Legislature representing Polk County in 1958 and served until 1970, when he was elected to the U.S. Senate. In 1988, Chiles decided not to seek re-election and returned to Florida to work as director of the LeRoy Collins Center for Public Policy, a bipartisan think tank in Tallahassee. He is married and has four children. ASSETS: Home; restaurant; corporate and real estate interests; stock, cash. LIABILITIES: Mortgages, loans. INCOME: Senate pension, Collins Center directorship, investments.


BUDDY MacKAY, 57, is an Ocala lawyer and heir to citrus and cattle interests in Florida and elsewhere. He served six years in the Florida House, six in the Florida Senate and six in the U.S. House until 1988, when he lost a race to replace Lawton Chiles in the U.S. Senate. He is married and has four children. ASSETS: Mortgages; citrus, cattle and real estate interests; home; securities. LIABILITIES: Mortgage and bank loans. INCOME: Law practice, investments.


BOB MARTINEZ, 55, is a Tampa native who served two terms as mayor of the city before he was elected governor in 1986, becoming the state's second Republican governor in the century. He graduated from Jefferson High School and has a bachelor's degree from the University of Tampa and a master's degree from the University of Illinois. He taught school and owned a restaurant before entering politics. He is married and has two children. ASSETS: Home, investment property, bank investments. LIABILITIES: Loans. INCOME: Governor's salary, interest income.


ALLISON DeFOOR, 36, was born in Coral Gables and grew up in Tampa. He graduated from Berkeley Preparatory School and has bachelor's and master's degrees from the University of South Florida and a law degree from Stetson University College of Law. DeFoor is sheriff of Monroe County and previously was a county judge. He also has been an assistant state attorney and assistant public defender in Key West. He is married and has three children. ASSETS: Two trusts, investment account, cash, land. LIABILITIES: Loans. INCOME: Sheriff's salary, investments.