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Reagan and his political team had a rule against making endorsements in contested primaries except for incumbents. Reagan broke his own policy to assist Reese. In the spring of 1978, Reagan came to Abilene, Texas, at the time outside the 19th congressional district, to deliver a speech. Reagan was accompanied by his aide [[Michael Deaver]]<ref>Reese, p. 139.</ref> and Ernest Angelo, Jr., the Republican national committeeman, co-chairman of the 1976 Reagan primary campaign in Texas, but also a Midland friend of the elder Bush. Reese recalls that Deaver and Angelo urged Reagan not to become involved in a contested primary. Nofziger countered by reminding Reagan that he owed nothing politically to the Bushes.<ref>Reese, p. 139.</ref> This was two years before the formulation of the Reagan–Bush national ticket. Reese, however, said to Reagan: "I told him that I needed his public endorsement."  Thereafter while in Amarillo, also outside the 19th congressional district, Reagan filmed a 30-second spot for Reese, with the former governor's hand on Reese's shoulder. Reese added that despite philosophical differences he has attempted to maintain cordial ties with the Bushes over the years.<ref>Reese, p. 139.</ref>

Reagan and his political team had a rule against making endorsements in contested primaries except for incumbents. Reagan broke his own policy to assist Reese. In the spring of 1978, Reagan came to Abilene, Texas, at the time outside the 19th congressional district, to deliver a speech. Reagan was accompanied by his aide [[Michael Deaver]]<ref>Reese, p. 139.</ref> and Ernest Angelo, Jr., the Republican national committeeman, co-chairman of the 1976 Reagan primary campaign in Texas, but also a Midland friend of the elder Bush. Reese recalls that Deaver and Angelo urged Reagan not to become involved in a contested primary. Nofziger countered by reminding Reagan that he owed nothing politically to the Bushes.<ref>Reese, p. 139.</ref> This was two years before the formulation of the Reagan–Bush national ticket. Reese, however, said to Reagan: "I told him that I needed his public endorsement."  Thereafter while in Amarillo, also outside the 19th congressional district, Reagan filmed a 30-second spot for Reese, with the former governor's hand on Reese's shoulder. Reese added that despite philosophical differences he has attempted to maintain cordial ties with the Bushes over the years.<ref>Reese, p. 139.</ref>

Political writer Kevin P. Phillips, who in 1969 coined the phrase "the emerging Republican majority" in the title of a book, claims that Reese refused to endorse Bush for the general election. The newcomer was dismissed as "too preppy, to Yalie, to be truly Texan."<ref>Kevin Kevin P. Phillips, ''American Dynasty: Aristocracy, Fortune, and the Politics of Deceit in the House of Bush'' (New York: Viking, 2004, {{ISBN|0-670-03264-6}}), p. 46.</ref> Reese, however, indicates that he voted for George W. Bush every time that Bush's name appeared on a Texas general election ballot. Reese also recalls that he attended a Bush fundraiser in Midland after the runoff election.<ref>Reese, p. 140.</ref>  Bush does not indicate in his memoirs if Reese came aboard for the general election but adds that the Reese challenge "toughened me up as a candidate. I learned I could take a hard punch and keep fighting and win."<ref>George W. Bush, ''Decision Points'', p. 40.</ref>  Bush mentions that Reagan called him immediately after the runoff election to offer assistance for the general election, but Bush declined to use either his father or Reagan in the campaign.<ref>Reese, p. 140.</ref>

Political writer Kevin P. Phillips, who in 1969 coined the phrase "the emerging Republican majority" in the title of a book, claims that Reese refused to endorse Bush for the general election. The newcomer was dismissed as "too preppy, to Yalie, to be truly Texan."<ref>Kevin Kevin P. Phillips, ''American Dynasty: Aristocracy, Fortune, and the Politics of Deceit in the House of Bush'' (New York: Viking, 2004, ISBN=0-670-03264-6, p. 46.</ref> Reese, however, indicates that he voted for George W. Bush every time that Bush's name appeared on a Texas general election ballot. Reese also recalls that he attended a Bush fundraiser in Midland after the runoff election.<ref>Reese, p. 140.</ref>  Bush does not indicate in his memoirs if Reese came aboard for the general election but adds that the Reese challenge "toughened me up as a candidate. I learned I could take a hard punch and keep fighting and win."<ref>George W. Bush, ''Decision Points'', p. 40.</ref>  Bush mentions that Reagan called him immediately after the runoff election to offer assistance for the general election, but Bush declined to use either his father or Reagan in the campaign.<ref>Reese, p. 140.</ref>

John Gizzi of ''Human Events'' recalls that Reese did support Bush after the runoff primary.<ref>John Gizzi, "GOP Moderates Often Sore Losers," ''Human Events'', September 28, 2010, Website: http://www.humanevents.com/article.php?id=39183, [Accessed October 27, 2010].</ref> Reese told Gizzi in 2004: "I never saw George [W. Bush] after our primary. He's doing a fine job as President. The endorsement from Reagan in the 1978 primary was, without question, one of the proudest moments of my life. It said a lot about Ronald Reagan."<ref>John Gizzi, ''Human Events'', January 4, 2005.</ref>

John Gizzi of ''Human Events'' recalls that Reese did support Bush after the runoff primary.<ref>John Gizzi, "GOP Moderates Often Sore Losers," ''Human Events'', September 28, 2010, Website: http://www.humanevents.com/article.php?id=39183, [Accessed October 27, 2010].</ref> Reese told Gizzi in 2004: "I never saw George after our primary. He's doing a fine job as President. The endorsement from Reagan in the 1978 primary was, without question, one of the proudest moments of my life. It said a lot about Ronald Reagan."<ref>John Gizzi, ''Human Events'', January 4, 2005.</ref>

Though he had developed a network of friends, particularly from Midland and in the oil industry elsewhere, Bush still lost, 53-47 percent, to the Democratic nominee, then state Senator Kent Hance, who is four years G. W. Bush's senior. A native of Dimmitt in Castro County, Hance held the House seat until 1985.<ref>Historian Ashley Armes of Wayland Baptist University produced a comprehensive study of the Hance-Bush race but makes no mention of the Reese-Bush primary contests in her article entitled "Kent Hance, George W. Bush, and West Texas' 1978 Congressional Election" in the ''West Texas Historical Association Year Book'', Vol. 81  (2004).</ref>  The loss to Hance had been foretold to Bush more than a year earlier by Democratic former Governor Robert Allan Shivers (1907-1985), who informed the young candidate that the 19th Congressional District was tailor-made for a conservative Democrat in the mold of Hance.<ref>George W. Bush, ''Decision Points'', pp. 39, 41; Allan Shivers was until [[Bill Clements]] completed two nonconsecutive four-year terms the longest-serving governor in Texas history, having held the position from July 1949, to January 1957.</ref> Bush said that Hance, with whom he later became friends, continued the Reese strategy against him but was "a storyteller" and "more subtle and more charming" than had been Reese.<ref>George W. Bush, ''Decision Points'', p. 40.</ref>

Though he had developed a network of friends, particularly from Midland and in the oil industry elsewhere, Bush still lost, 53-47 percent, to the Democratic nominee, then state Senator Kent Hance, who is four years G. W. Bush's senior. A native of Dimmitt in Castro County, Hance held the House seat until 1985.<ref>Historian Ashley Armes of Wayland Baptist University produced a comprehensive study of the Hance-Bush race but makes no mention of the Reese-Bush primary contests in her article entitled "Kent Hance, George W. Bush, and West Texas' 1978 Congressional Election" in the ''West Texas Historical Association Year Book'', Vol. 81  (2004).</ref>  The loss to Hance had been foretold to Bush more than a year earlier by Democratic former Governor Robert Allan Shivers (1907-1985), who informed the young candidate that the 19th Congressional District was tailor-made for a conservative Democrat in the mold of Hance.<ref>George W. Bush, ''Decision Points'', pp. 39, 41; Allan Shivers was until [[Bill Clements]] completed two nonconsecutive four-year terms the longest-serving governor in Texas history, having held the position from July 1949, to January 1957.</ref> Bush said that Hance, with whom he later became friends, continued the Reese strategy against him but was "a storyteller" and "more subtle and more charming" than had been Reese.<ref>George W. Bush, ''Decision Points'', p. 40.</ref>