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In the 1968 general election, Arkansas was declared "schizophrenic" by political observers for having cast its [[electoral vote]]s for [[George Wallace]], its gubernatorial majority for [[Moderate Republican]] [[Winthrop Rockefeller]], and its [[U.S. Senate]] ballots for [[J. William Fulbright]]. As a result, Ranchino in 1972 published the book ''From Faubus to Bumpers: Arkansas Votes, 1960-1970,''<ref>{{cite book|url=https://www.amazon.com/Faubus-Bumpers-Arkansas-votes-1960-1970/dp/B0006C6GYG|title=Jim Ranchino,  Faubus to Bumpers;: Arkansas votes, 1960-1970|publisher=Arkadelphia, Arkansas: Action Research, 1972|accessdate=September 1, 2013}}</ref>  a political analysis of state election during the preceding decade. In the study he concludes that Arkansas voters are flexible and independent and can make consistent ballot choices even if they appear inconsistent.<ref>{{cite book|url=https://books.google.com/books?id=pu2s11eTlf4C&pg=PA251 |title=Janine A. Parry et al, Readings in Arkansas Politics and Government, |publisher=[[University of Arkansas]] Press at Fayetteville]]|year= 2009|pages=251–252|ISBN=1-55728-902-6|accessdate=September 1, 2013}}</ref>​

In the 1968 general election, Arkansas was declared "schizophrenic" by political observers for having cast its [[electoral vote]]s for [[George Wallace]], its gubernatorial majority for [[Moderate Republican]] [[Winthrop Rockefeller]], and its [[U.S. Senate]] ballots for [[J. William Fulbright]]. As a result, Ranchino in 1972 published the book ''From Faubus to Bumpers: Arkansas Votes, 1960-1970,''<ref>{{cite book|url=https://www.amazon.com/Faubus-Bumpers-Arkansas-votes-1960-1970/dp/B0006C6GYG|title=Jim Ranchino,  Faubus to Bumpers;: Arkansas votes, 1960-1970|publisher=Arkadelphia, Arkansas: Action Research, 1972|accessdate=September 1, 2013}}</ref>  a political analysis of state election during the preceding decade. In the study he concludes that Arkansas voters are flexible and independent and can make consistent ballot choices even if they appear inconsistent.<ref>{{cite book|url=https://books.google.com/books?id=pu2s11eTlf4C&pg=PA251 |title=Janine A. Parry et al, Readings in Arkansas Politics and Government, |publisher=[[University of Arkansas]] Press at Fayetteville]]|year= 2009|pages=251–252|ISBN=1-55728-902-6|accessdate=September 1, 2013}}</ref>​

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Ranchino estimated the 1970 Arkansas electorate as 150,000 conservatives, 150,000 liberals, and 300,000 moderates. In his own words, Ranchino offers this analysis from 1970 which has been rendered totally obsolete by the development of political events of the 21st century:​

Ranchino estimated the 1970 Arkansas electorate as 150,000 conservatives, 150,000 liberals, and 300,000 moderates. In his own words, Ranchino offers this analysis from 1970 which has been rendered obsolete by the political events of the 21st century:​<blockquote>​

<blockquote>​

Republicans [prior to the 1990s] never had a party in Arkansas in the strictest sense. They have not offered consistent opposition to the Democrats at all levels of government and have frequently opted out for individual efforts and campaigns at the expense of the broad party-oriented effort.​

Republicans [prior to the 1990s] never had a party in Arkansas in the strictest sense. They have not offered consistent opposition to the Democrats at all levels of government and have frequently opted out for individual efforts and campaigns at the expense of the broad party-oriented effort.​

… Whichever way the moderate vote leans in any specific election does make the essential difference between victory or defeat for the candidates. ... There is "no emerging Republican majority" (a term coined in 1969 by Kevin Phillips) in Arkansas built on a coalition of blue-collar, middle-class Democrats and upper-class traditional Republicans. The success that Republicans have had in Arkansas has come from a moderate liberal coalition based on blacks and [[Progressivism|progressive]] Democrats. That combination was shattered in 1970. ...<ref>Ranchino, ''From Faubus to Bumpers'', pp. 91-92.</ref></blockquote>​

… Whichever way the moderate vote leans in any specific election does make the essential difference between victory or defeat for the candidates. ... There is "no emerging Republican majority" (a term coined in 1969 by Kevin Phillips) in Arkansas built on a coalition of blue-collar, middle-class Democrats and upper-class traditional Republicans. The success that Republicans have had in Arkansas has come from a moderate liberal coalition based on blacks and [[Progressivism|progressive]] Democrats. That combination was shattered in 1970. ...<ref>Ranchino, ''From Faubus to Bumpers'', pp. 91-92.</ref></blockquote>​