He said Hispanics represent about 9% or 10% of the electorate, but in key states can make up 12% to 16% of voters, and as much as 35% of the voting population.
And they're not as interested in the immigration issue as politicians appear to believe they are.
"They're more interested in the economy, jobs, education, government waste and higher taxes," Mr. Mellman said. "Language is also important. A large percentage of the swing voters -- one-third or more -- is Spanish dominant. A relatively small group only watches English-language media, and even they think it's important to advertise on Spanish-language media. They say that's a sign of respect for their community."
via adage.com
