From Wal-Mart moms to Facebook independents, GOP targets voters

By TIM KORTE Associated Press Writer
Article Launched: 04/04/2008 03:38:27 PM MDT

SANTA ANA PUEBLO, N.M.-Remember the soccer moms?

The top campaign official for presumptive Republican nominee John McCain
on Friday identified five groups of target voters, a wide-ranging bloc
that includes young people, Hispanics and what he called "Wal-Mart
moms," "Rehab Republicans" and "Facebook independents."

Addressing the Republican National Committee's meeting of state chairmen
at posh Tamaya Resort, McCain campaign manager Rick Davis said those
voters will play a major role in this fall's general election.

He urged GOP officials to familiarize themselves now.

"Go to Wal-Mart and stand next to the greeter for 20 minutes," he said.
"Go see the voters we're targeting. If you see them, you'll understand
them."

Such political and cultural talk rises every four years, when campaigns
identify groups that are evenly divided over which presidential
candidate to support, as well as the issues those people view as most
important.

Political analysts during the 1990s chose America's soccer moms as the
desired swing voters-middle- to upper-income women who shuttled their
school-age children to activities such as soccer practice.

This year, Davis said it's not just McCain's White House bid that stands
to benefit from securing support from targeted groups, but also GOP
candidates for federal offices and state legislative seats further down
the ticket.

Davis listed the targeted voters in this order:

- Wal-Mart moms. The description sounds like an updated version of
soccer moms, battling a sluggish economy. "They shop at Wal-Mart," Davis
said. "They don't have expensive tastes. They are suburban by nature."

- Rehab Republicans. Longtime GOP members "who are not so enthusiastic
over the last few years," Davis said. "We've got to get them back."

- Youth. Davis acknowledged the energy and enthusiasm Democratic
candidate Barack Obama is drawing at rallies attracting thousands of
young voters.

"We've got to go after this segment," he said, suggesting outreach and
education efforts through improvements to campaign Web sites.

"Obama's site looks like a Calvin Klein commercial, very hip," Davis
said, adding that McCain's site, while quite productive for campaign
fundraising efforts, "is like a Buster Brown commercial."

- Facebook independents. Tech-savvy, social networkers who are fiscally
and socially conservative. "A critical, growing group," he said. "They
spend a lot of time on the Internet. When they pick a candidate, they
tend to become activists."

- Hispanics. "This group is critical to our party, not just in the
Southwest or Florida but the whole nation," Davis said.

Spanish-language versions of McCain television advertisements will air
in key markets, Davis said. "We're putting our money behind this effort.
We're putting our time behind this effort," he said.

McCain, campaigning in Tennessee, made videotaped remarks that were
played for the group. The U.S. senator from Arizona called for unity and
said it will take a team effort to win the election.

McCain urged the audience to work hard each day. He also said his
campaign welcomes suggestions from state-level GOP officials, saying
they better understand regional culture and issues.

"See you on the campaign trail," McCain told them. "Give us your advice.
Give us your counsel. I promise you we'll listen and we'll act."