The bookie of virtue: William J. Bennett has made millions lecturing people on morality--and blown it on gambling.

• Author: Green, Joshua

We should know that too much of anything, even a good thing, may prove to be our undoing ... [We] need ... to set definite boundaries on our appetites.

--The Book of Virtues, by William J. Bennett

NO PERSON CAN BE MORE RIGHTLY credited with making morality and personal responsibility an integral part of the political debate than William J. Bennett. For more than 20 years, as a writer, speaker, government official, and political operative, Bennett has been a commanding general in the culture wars. As Ronald Reagan's chairman of the National Endowment for the Humanities, he was the scourge of academic permissiveness. Later, as Reagan's secretary of education, he excoriated schools and students for failing to set and meet high standards. As drug czar under George H.W. Bush, he applied a get-tough approach to drug use, arguing that individuals have a moral responsibility to own up to their addiction. Upon leaving public office, Bennett wrote The Book of Virtues, a compendium of parables snatched up by millions of parents and teachers across the political spectrum. Bennett's crusading ideals have been adopted by politicians of both parties, and implemented in such programs as character education classes in public schools--a testament to his impact.

But Bennett, a devout Catholic, has always been more Old Testament than New. Even many who sympathize with his concerns find his combative style haughty and unforgiving. Democrats in particular object to his partisan sermonizing, which portrays liberals as inherently less moral than conservatives, more given to excusing personal weaknesses, and unwilling to confront the vices that destroy families. During the impeachment of Bill Clinton, Bennett was among the president's most unrelenting detractors. His book, The Death of Outrage, decried, among other things, the public's failure to take Clinton's sins more seriously.

His relentless effort to push Americans to do good has enabled Bennett to do extremely well. His best-selling The Book of Virtues spawned an entire cottage industry, from children's books to merchandizing tie-ins to a PBS cartoon series. Bennett commands $50,000 per appearance on the lecture circuit and has received hundreds of thousands of dollars in grants from such conservative benefactors as the Scaife and John M. Olin foundations.

Few vices have escaped Bennett's withering scorn. He has opined on everything from drinking to "homosexual unions" to "The Ricki Lake Show" to...