Weighing In: The Florida Hispanic Approach of Democrats and Republicans

Donkey and Elephant on scalesBy Evelyn Perez-Verdia

There is just a 66,000 vote difference between Crist and Scott in the 2014 Florida Gubernatorial Race.  With over 1,700,000 registered voters in Florida, I still stand my ground that the Hispanic Vote could have selected the governor of this race.  I am anxious to get the recap totals from election offices around Florida in reference to the Hispanic vote.

Charlie Crist and the Hispanic Vote

One of the reasons the Crist campaign lost is due to the lack of initiative with Hispanics and the Spanish language media until too late in the game.  Once Annette Taddeo, former Chairwoman of the Miami-Dade Democratic Party became the Democratic candidate for Lieutenant Governor on July 17, 2014 things dramatically changed within the campaign.  Before Taddeo arrived, the media en Español all over the state complained that they were not able to get in touch with anyone from the Crist camp.

Crist was losing the Hispanic Vote.  Annette Taddeo knew the importance of this and a week later they had hired Sheyla Asencios as Hispanic Communications Director for Crist.   A little after that, there were so many inquiries that they had to hire another woman named Gricel Gonzalez to handle Spanish language media in South Florida.  You constantly heard Annette sending the message, being on interviews, on commercials, on the radio, in print and in both languages.  On one occasion she had to deal with individuals from the opposite party calling her a prostitute and telling her to go back from the country she came from when she was with her 8 year old daughter at a rally.  In the same rally, she was the better person as she hugged Carlos Lopez-Cantera.  She was a force to be reckoned with.  It was the strength that the party needed and that I believe made a difference in the closeness of voter turnout between Crist and Scott.  If the same plan would have taken place as soon as Crist announced his run for governor in November 2013, he would possibly be Florida’s next governor.  On the other hand, Rick Scott began his Hispanic agenda appointing Carlos Lopez-Cantera as Lieutenant Governor in the beginning of January and the campaign officially hired Hispanic Communications director, Jaime Florez in March.

From the silence received from the Crist campaign for almost 8 months, there was not much interest in reaching Hispanics before Annette Taddeo arrived. She ran as if she was running for governor herself.  She was the face of the candidate in Spanish.  Democrats may need to take into account that it is not only about starting early; it is about engaging the Hispanic voter.  My understanding is that Alex Sink who ran for governor on behalf of Democrats in 2010 hired a woman named Conchita Cruz as her Communications Director early in the race.  However, the force was not the same.  Sink did not have a Hispanic woman or man by her side and on the ticket to be her voice in Spanish.  Sink had Rod Smith.  The way I see it, Annette Taddeo’s talent goes beyond Florida and if I were making the calls, I would place her as the Chair of the Democratic National Committee.  Being truly bilingual is something that many Hispanic Democrats do not have.

The Inclusion of Hispanics in the Florida Republican Party

As we know, the Florida Republican Party has much experience in including Hispanics in their party.  As the Florida Democratic Party still fears to place a Hispanic in a leadership role within their party, the Republican Party has no fear in preparing young Hispanics to run for office. The Republican Party had already elected the first Hispanic Governor of Florida, Bob Martinez in 1987 as the Florida Democratic Party either fears or does not think it is important to place a Hispanic in a leadership role within their party.   It is not rocket science, Hispanics are the largest minority of registered voters in Florida.  They are passionate about politics, they just need help understanding it.

The Koch Brothers Get It

The Libre Initiative is a great example of the Republicans going to work.  It is being funded by the Koch Brothers and they are in Florida assisting the Hispanic community and making sure they know that it is the Republican Party who is doing this effort.  We also saw how in Orange County two less well-funded Hispanic Republican candidates won a race against two Democratic Anglo Saxons and incumbents who were very well funded.  This says so much.

The LEAD Task Force

When you have one person focusing on Hispanic outreach in the state of Florida for the Florida Democratic Party vs. five people doing the same for the Florida Republican Party of Florida, you know that a need is not being met.  My interest is that Hispanics are not taken for granted and are not ignored, regardless of party affiliation. There is much to learn from the Republican Party of Florida in this sense, and if Florida Democrats continue to go with the same people and the same ideas, please do not expect to win a race for Governor of Florida any time soon.

For this reason, when I saw that Florida Democratic Party Chairwoman Allison Tant and Florida U.S. Senator Bill Nelson created a Task Force to talk about where they are going, it was important to me that it had a better representation of the Hispanic community and the “doers”. I did not understand why the majority of the people invited were the same people who have always been part of the party.  Isn’t doing the same thing over and over again and expecting different results the very definition of insanity?  I asked Chairwoman Tant to include two Hispanic leaders on this task force.  Chairwoman Tant responded and she will be including one on the Task Force.   To know more about that, you can read Maria Padilla’s story here: Democrats to Add Hispanic Caucus Leader to Task Force

Moving forward

So, in order to move ahead, Democratic political operatives need to stop blaming this race on the fact that the opposition had too much money as Steve Schale has commented or that there needs to be a change in the Constitution in order to make the Florida gubernatorial race the same year as the presidential election as Kevin Cate has suggested.  Reuben Askew, Bob Graham and Lawton Chiles are clear examples that the party does not need all the money in the world to win.  Maybe it is time to go back to the drawing board and start walking Florida again.  Focus on core actions, not words.  The Florida communities are people, not numbers.  There is a way to win.  However, you will need to include the “doers” and stop going to the same people for fresh ideas.  It is time to build coalitions, it is time to include the youth and it is time to place minorities in high positions within the party.  Once you have done this, you can now compete with the machine the Republican Party has created.

Must-Go-To Event: DITAS 2014


Political Pasión is a community partner at this year’s Democracy in the Americas Symposium (DITAS 2014).  Ditas brings together More than 500 business leaders, heads of state, prominent scholars, social innovators and leaders of government as they gather in a 2-Day Symposium to discuss ways to bolster the democratic process and create new economic development opportunities for the next generation of leaders in Latin America and the Caribbean, as well as in the United States.

 Featured speakers include Vinicio Cerezo, Former President of Guatemala; Luis Alberto Lacalle Herrera, Former President of Uruguay; Enrique V. Iglesias, Ibero-American Secretary General, and Yoani Sanchez, famous Generation Y Cuban blogger.  In addition, we will be hearing from our local leaders such as, Tomas Regalado, Mayor of the City of Miami, Luigi Boria, Mayor of the City of Doral, Alberto Carvalho, Superintendent of Miami-Dade Public Schools and Senator George LeMieux, of the Center of Public Policy .

“Defending and strengthening democracy demands positive action from society as a whole. An event like DITAS allows us to explore ideas in a forum, which can later translate into actions that will improve the democratic process in the Americas,” said Foundation’s Chairman, Jose Zambrano.

The Americas Symposium (DITAS 2014) will take place on November 6-7 at Miami Dade College – Wolfson Campus in Downtown Miami.  The registration fee is $150, including all education panels, networking cocktail and presidents’ luncheon for the 2-day symposium. To register, please visit www.ditas.org.

The Zambrano Foundation is a nonprofit organization dedicated to promoting projects to educate, train and mentor the next generation of leaders of the Americas. For more information on the Zambrano Foundation, please visit www.zambranofoundation.org or Democracy in Americas Symposium (DITAS 2014), please visit www.ditas.org, e-mail communications@zambranofoundation.org, or call 954-980-9453

Every year is always better than the next.  Political Pasión looks forward to seeing you at DITAS 2014!

The True Winners of an Election

Tired Businessman With Coffee

By Evelyn Perez-Verdia

 Who will the winners of the 2014 elections be? Many of the issues and candidates are tied and I doubt we will know who the real winner is until the night of November 4th, if we are lucky. What I can tell you is who is winning the race so far and especially during these last few weeks:

Fast Food Joints: You may be a reporter, a political advisor, a campaign director, a volunteer or the candidate himself, but whoever you may be, during those last campaign weeks there is always something to tend to and hardly any time for food. Every day it seems there is some big event to attend and more often than not you end up connecting with people instead of the buffet table. You become that couple that can’t find the time to eat at their own wedding, or at least not well. Since you’ve had little nourishment the entire day, you end up hitting the drive thru somewhere around 4:00 p.m. and ordering the largest hamburger and fries combo alongside some over-caffeinated beverage. It would make for an interesting study to see how far up the sales of these places go during election times.

Coffee: It is usually around 9:00 a.m. when a group of ill-tempered and inarticulate zombies walk in, turn on their laptops and immediately head over in the direction of that magic potion that Juan Valdez provides. It is the norm to push back at least three coffees a day during elections, preferably double shots. I myself am writing this article sitting at a Starbucks where I am having my third caffeine serving of the day and where I’m surrounded by eight politicians having a heated meeting at almost 6:00 p.m.

Dark circle concealer: Does anybody know the meaning of “sleep” during those last weeks of the election race? Pay attention to your candidates and you’ll notice how the closer we get to November 4th, the worse they look. The night of November 3rd becomes that sleepless and endless night where everyone working on the elections just keep going straight and end up getting by on adrenaline alone for the remainder of the day.

Kleenex: Politicians and those working political campaigns could go one on one against soccer players to see who the biggest cry-baby is. Working in a political campaign you know you are in a game where there is only one winner and the others are all losers, and usually the loser will override his or her crying quota for the entire year during the night of November the 4th. But it is crucial to remain as seemingly calm as possible, smile and make that polite phone call to your opposition mumbling something congratulatory, at least until all those cameras have been turned off and everyone has finally gone home. By the time the night is finally over, you crawl back to your room where you will find yourself hugging your pillow and sobbing incoherent words into it.

It is a different story for the campaign workers who end up drowning their sorrows in the bar at their “victory party” while they cry hugging their Communications Director who is by this time hoarse from shouting all night and has band aids on each finger from typing so hard. Be that as it may, they are all out of a job by the next day.

It is not easy working election races where you give up your weekends and time with family and friends so that your candidate may be given the chance to do good on their promises. It is not just that, but it is also coping with your own ego when defeated. Politicians are passionate folk and when facing failure, we also feel we have let down our community. And so, ladies and gentlemen, this is what happens behind the curtain of a political campaign. The day after November 4th, we throw away the concealers, clean out our desks of balls of used tissues and promise ourselves we will never eat another burger! That is, at least, until the next election.

Thought Provoker: Dr. Susan MacManus, Distinguished Professor

It is a pleasure to have Dr. Susan MacManus as a “Thought Provoker” on Political Pasión.  These “Thought Provokers” are individuals (or a group) that make a difference in our community and challenge us to do the same.

I have always had very high respect for Dr. MacManus as Distinguished University Professor from my alma mater, The University of South Florida.  She also serves as Survey Director for www.sunshinestatesurvey.org and is highly sought to give her opinion on politics in Florida. Here is what Dr. MacManus had to say about the 2014 Florida gubernatorial race:

Evelyn Perez-Verdia: “Here we are with Dr. Susan MacManus from the University of South Florida. Dr. MacManus, can you tell us why the Hispanic vote is so important in this gubernatorial election?”

Dr. MacManus: “This race is tied right now and 14.5 percent of all of the registered voters in Florida are Hispanic.  So clearly they can make a difference in who wins or loses this race.  It is also true that Hispanics now outnumber African American voters in the state and are on the rise; but it is also true that the Hispanic voters are not always cohesive; they differ by country of origin– they are very fascinating to study.  But let me tell you this, there is not better proof of the power of the Hispanic vote than the fact that each of the two candidates selected a Hispanic running mate.   That pretty much says it all.”

Florida Gubernatorial Debate in Spanish on Telemundo

By Evelyn Perez-Verdia

This November 2014, we will select our next governor of Florida. The candidates are Charlie Crist (www.charliecrist.com ) and Rick Scott (www.rickscottforflorida.com). Both of them have their website in Spanish. Today, October 10, 2014  www.telemundo51.com as well as their stations in Tampa, Orlando, Naples/Ft. Myers and South Florida will be presenting the debate in Spanish at 7:00 p.m.  You will also be able to watch it in English at http://www.nbcmiami.com

I was present at the debate today and want to encourage you to watch it.  You will be able to find clear differences between both candidates on many topics such as the Cuban Embargo and Medical Marijuana.  This is your opportunity listen to both sides and come to a decision of who you would like to vote for.  As Hispanics, we can only make educated decisions by being informed and getting involved.  It does not matter who you vote for, but please get involved and vote!

As you view the debate, you can give your opinion through Twitter by going to @telemundo51 #t51debate

I was able to ask Republican candidate and Lt. Gov. Carlos Lopez-Cantera and Democratic Candidate for Lt. Gov. Anette  Taddeo why it is important for Hispanics to go out and vote.  Please see videos below (Spanish):

First Political Workshop for Hispanic Journalists in Florida

Taller Politica

By Evelyn Perez-Verdia

I am proud to share that Political Pasión along with http://www.miamidiario.com launched  the First Political Workshop for Hispanic Journalists in Florida.  The focus was the upcoming 2014 November elections. The event was in Spanish and had the attendance of over 40  Hispanic journalists.

Our first non-partisan workshop explained to journalists how politics and government works in this beautiful country that has embraced us. The focus of our workshops is to be empowered with information to incentivize Hispanics to go out and vote in a responsible and conscious manner.

We hope that this first workshop will be one of many that will contribute to a better understanding of politics and government in the United States by journalists of Hispanic media sources.

Our presenters were:

  • Evelyn Pérez Verdia, Founder of Political Pasión
  • Carolina López, Spokesperson for the Miami-Dade Elections Office
  • Mayra Macias, Spokesperson and  South Florida Political Director, The Florida Democratic Party.
  • Jaime Florez, Spokesperson and Hispanic Communications Director, The Republican Party of Florida
  • Annie Betancourt, Board Member,  The League of Women Voters of Florida
  • Freddy Avalos, President and Rafael Lopez, Board Member, The Hispanic Vote
  • Carolina González, Spokesperson for the American Civil Liberties Union

The workshop took place on Tuesday, September 30th from 8:30 a.m. to 12:30 p.m. at the EB Hotel, Orchid room (4299 NW 36th St. Miami Springs, FL 33166).

The Hispanic Vote: The Largest Minority Voting Bloc in Florida

Hispanic family outside home

By Evelyn Perez-Verdia

The most recent voter registration numbers as of July 28, 2014 show that there are 1,705,985 Hispanics registered to vote in Florida in the upcoming elections. 14% of the 11, 807,507 Florida registered voters are Hispanic, making us the largest minority voting bloc in Florida.  We surpassed the African American vote in Florida by 100,000.  However, our numbers are possibly higher due to the fact that the voter registration applications did not start including the term Hispanic until after 1995 on the voting registration application.  In addition, to this day, it is optional to place if you are Hispanic or not.

The five largest counties with registered Hispanics are:

 710,446 in Miami Dade County

190,322 in Broward County

153,387 in Orange County

113,380 in Hillsborough County

81,641 in Palm Beach County

This makes South Florida the most populous area of Hispanic voters in Florida.  In addition, we see why the Hispanic vote is the swing vote for the upcoming 2014 elections.

466,778 Hispanics are Republicans, 652,784 are Democrats and 558,707 have No Party Affiliation. There are only 20,831 registered as Independents.  Due to the differences in cultural, political and social beliefs, it is very difficult to know how Hispanics are going to sway.  The Hispanic vote is one of the few votes that campaigns will need to fight for.

You may ask; why such a large amount of No Party Affiliation?  My theory?  When I was spokeswoman at the Supervisor of Elections office in Broward County, the Voter Education and Outreach team would go to the Naturalization ceremonies to register new citizens.  Many new citizens did not know what it meant to be a Republican or Democrat, so they opted to place No Party Affiliation when they registered.  We live in a society where many Hispanics do not understand the beliefs of the two strongest parties that exist in the United States.  Another theory is that those Hispanics, who do understand the political parties, are tired of promises, pandering and punishment and have changed their affiliation from a specific party to focusing on what a person has to give as a candidate.  Hispanics, even when they are associated with a certain party, vote for the person and not the party.  Although many may not understand what their political views are, they do get brownie points for being charismatic, Hispanic and for being verbal in regards to the issues that matter to Hispanics.  Others just want a candidate that stands up for his or her beliefs.

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Annette Taddeo-Goldstein: A Clear Sign The Florida Democratic Party Is Changing

Annette Taddeo

Annette Taddeo-Goldstein

By Evelyn Perez-Verdia

Updated July 20, 2014

Three days before Democratic gubernatorial candidate Charlie Crist announced his pick for Lieutenant Governor, through Twitter I stated that Crist would pick a woman, and if he was wise she would be Hispanic.  Hours before news came out that Crist had picked Colombian-American, Annette Taddeo-Goldstein as his running mate, I had predicted that he would pick an African American woman to be his running mate.  It was a major “foot in mouth” moment for me.  However, as a Hispanic and former Democrat, I must confess that I did not expect anything less from the Democratic Party.  For many years I saw how the Democratic Party would constantly leave Hispanics out from high positions and were not supported when they ran for political office. I felt like Taddeo mentioned herself: “too many people across Florida are feeling left out and behind.”  I felt that we as Hispanics had been left behind by the Florida Democratic Party. It is one of the reasons that in the beginning of 2010 I decided to become NPA ( No Party Affiliation).  In addition, just like many NPA Hispanics, I became tired of the political parties. I decided I would not vote for the party, I decided to vote for the best person regardless of political affiliation.

The strategy for years of the Florida Democratic Party was to always pick and support an Anglo Saxon Man.  Finally when they became more progressive and saw that the majority of this minority group favored them, they finally opened up and started including African Americans.  The Florida Democratic Party year after year has made the same decision in midterm elections. In 2010, Alex Sink picked Rod Smith.  In 2006, Jim Davis picked Darryl Jones (First and only African American).  In 2002,  Bill McBride picked Tom Rossin. In 1998, Buddy Mackay and Rick Dantzler. 1994 and 1990, Lawton Chiles and buddy Buddy Mackay. The list of white Anglo Saxon Males as the choice for the Democratic Party goes on to the day that the position of Lieutenant Governor was created in Florida. While the Florida Democratic Party continued with the same choices, in 1986 Republicans and Floridians had already embraced a Hispanic as governor, Bob Martinez.  After over almost half a century of the same, I never imagined 2014 would be the year it would finally change. Hispanics finally caught the Florida Democratic Party’s eye for a statewide gubernatorial election.

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July 4th should mean something to us all

Business man with USA flag t-shirtBy Evelyn Perez-Verdia

This July 4th many Hispanics are ready to show their passion and love for their country.  They are ready to cry as they sing the national anthem.  However, their tears will not be shed for the Independence of America.  Instead, they will be showing their passion, their love for the Game of futbol (or as Americans call it, soccer).  Especially Colombians who will all be dressed in the colors of their flag and will be celebrating that they have advanced to the final eight teams for the first time in Colombia’s World Cup history.  On July 4th they will be playing against Brazil.  Colombia will proudly stand for the national anthem and sing the words that they have memorized since childhood.

So much passion exists in Hispanics and yet, so little passion when it comes to the politics of the United States. When the World Cup starts some Hispanics even take vacation time to see the games.  However, they do not take the time to go and vote here in the United States.  When talking to Hispanics many say it is because they do not feel connected to this new place they have decided to live in, but not a place that they can call home.

July 4th is a day that we as Hispanics might take as a reason to have a party.  However, as Hispanics we should always remember that we are in a land where immigrants of many places shed their blood so that we could have the liberty to pursue our own happiness.  Men and women who have  fought so that our children could have a better future and could have the right to vote.

We should also remember not to take this country for granted.  It is difficult for me to see as a Hispanic how many Hispanics live in this country and have absolutely no connection with what it means to be part of this country.  They are here for the opportunities, but their hearts stay in their homeland.  This is one of the sad reasons why sometimes Americans dislike us so much.  Because they feel that many Hispanics have no respect for the country we live in.  We show no interest in participating in the process.  It is our responsibility to change the way Americans view us.  It is time as Hispanics to make a decision: Are you an American or are you someone from your country just living in America?

The moment we understand that we are not betraying our country of birth by being an American, will be the day that we will create a sense of love for America.  It is time to have a sense of love for the American flag that has embraced us.

On this July 4th, the Independence Day of the United States, we must remember to be grateful for the opportunity to be part of this beautiful country.  This day, as Hispanics, let’s remember that our hearts are big enough to love two countries, and have some space for soccer too.

How to win the Hispanic vote

Family reading a newspaper

By Evelyn Perez-Verdia

I hardly watch Television in Spanish, but you can find me switching from one Spanish radio station to another in my car.  I am usually with my children sitting at our local Colombian restaurant picking up Nuestra Ciudad Weston, a local community paper in Spanish and English that tells me what is going on in my city or checking to see what is the latest Tweet sent by Miamidiario.com.  I am a concerned and dedicated voter, but I have never seen a candidate advertise in these local papers.  Hopefully, this article will help campaigns change their mind.  

I remember being 22 years old and being the campaign manager for a state house incumbent in a prominent Hispanic district in Tampa, Florida.  There was a consultant who would come weekly to inform me what I needed to do in the week with our team.  I still remember the media outlets in Spanish that he picked for the campaign were: La Gaceta Newspaper, Univision and a couple of radio stations in Spanish Now, Tampa as well as the rest of Florida’s Hispanic population has grown and the media outlets have grown with it, but the question is: are consultants continuing to advise campaigns to use the same media outlets in Spanish that were used in 2002?  Are the consultants ignoring the rest of local community media outlets that currently exist?  Do they not understand the value of the Hispanic media outlets and the local community papers in SpanishIs it time to update the Rolodex?  

Angelette Aviles a Republican businesswoman and a communications consultant certainly thinks so.  She believes that campaigns are not getting the big picture.  She says: Political consultants are good at making brochures, mailers, canvassing, etc. and fail to hire a communications expert to focus on the Hispanic market. Consultants have no up to date Rolodex on media contacts or the experience to drum up publicity to garner the attention of those media contacts.”

It is likely that whoever attracts the Hispanic vote in this upcoming 2014 Florida gubernatorial election, will be the winner of the race.  The objective of consultants should be to attract the vote of over 1.6 million Hispanic registered voters that exist in Florida.   If you want to be the winner in your race, this is what you need to do to win the Hispanic vote:                                     

1.  Hire a Bilingual communications consultant.

Orlando Nieves, general manager of Centro Mi Diario, a print and digital paper in Spanish that delivers FREE to more than 67,000 Hispanics in Tampa Bay (Pasco, Pinellas & Hillsborough Counties) had a good point in regards to why political campaigns are not reaching out to Hispanic media outlets like his:  “Not every market has a widely circulated publication and it requires buying many small ones which the media buyers may not be familiar with.  Also, the lack of a strong bilingual campaign person affects the strategy of the candidate.  Unless they can understand the medium it’s difficult for them to buy into it.”

Campaigns now need to hire dedicated people who truly know the community leaders and media in Spanish, who can return a call to the media in Spanish and answer their questions, that can translate a press release and get in touch with the Hispanic/Latino community in their language and with knowledge of their culture.  It is like me trying to reach out to the Russian community in Broward and making myself an expert at this.  Consultants need to work together with consultants whose expertise is engaging the Hispanic community through the media outlets that exist. I am one of many political consultants focused on the Hispanic community.  It seems many of us are not being subcontracted by consultants or being used in statewide political campaigns.  

2. Do not ignore local community papers in Spanish.

Editor Rafael Palacio from the newspaper in Spanish: El Sentinel of Orlando which has more than 130,000 weekly copies that are distributed mainly to homes in five counties of CentralFlorida, mentions that a great majority of the readers of the papers are people who truly do vote and should not be ignored.  

“Both campaigns (Crist and Scott) have inundated us with e-mails and information, but in a very cold manner.  Both let us know that they have websites in Spanish.  However, when we tried to contact them for more details, they did not respond to us.  Then I sent them information about an event we were having, a round table discussion about Immigration Reform, neither campaign responded to us.  It is very sad.”

Similar words I have heard from other Hispanic media outlets for years in reference to statewide political campaigns approach to Hispanic media outlets.  Most feel that they have either been abused of by wanting free editorials and for the media to publish their press releases.  However, when the media asks for advertisement or for an interview, the other side of the telephone goes silent.  When they ask to interview the candidate, they do not get a response back. Don’t be this type of campaign.  Invest in advertisements with the local community papers and respond back to their e-mails.   

3.  Advertisements in Spanish for Television is important, but very expensive. Try radio and print also.

When looking at the Scott and Crist campaign, Scott has a Hispanic communications director that focuses solely on the Hispanic media and has the funds to pay for advertisement.  Actually, when you ask the Hispanic media outlets, who is reaching out to them, they are stating that Scott’s campaign is constantly reaching out vs. the Crist campaign.  It is savy for the Crist campaign to invest in the local papers and the radio as it is more economical than Television.  Since we are possibly more than 15% of the registered vote in Florida, statewide campaigns should be investing 15% of their media budget into the Hispanic media outlets.

If you add up the circulation numbers for Spanish print, you are dealing with a source that campaigns have left untouched for years and could create a shift in the amount of Hispanics that show up to vote.  In addition, print newspapers in Spanish are the gatekeepers of the Hispanic community.   Rafael Palacio from El Sentinel Orlando mentions: “Why do you invest in Television, but us, who are INVADED with your press releases, who ask us to cover your events…we need to make clear that it is not about if you place an ad in my paper then I will cover your event, and if you don’t, I will not cover it.  That is not how it works.  It is about being aware of your public and the different types of voters, and that your advertising budget should reflect a larger diversity of the media outlets.

4.Print papers reach different distribution points in Florida and have a longer shelf life

Jolie Gonzalez, owner of Latin Times magazine and also a community leader who is currently the president of the Hispanic Chamber of Commerce of Tampa Bay, has a statewide publication where her strongest distribution points are Metro Orlando, Tampa Bay – I-4 Corridor, and South Florida. She distributes: 25,000 Print Editions. She also has her e-Magazine and Mobile magazine, same as print, but longer shelf life and typically ends up with 50,000-75,000 readers.

“It is important to build relationships with the media outlets targeting Hispanics, because we are small business owners, and we are specializing in communicating and reaching this niche market in specific.  If you are looking to reach and communicate with the Hispanic/Latino community -then you should be utilizing the media tools that they read. Jolie said.

Could this be why the Democratic Party has not won the Hispanic vote in gubernatorial race since Jim Davis ran for governor in 2006? 

Albert Einstein once said: “Insanity is doing the same thing over and over again, and expecting different results.”   The strategy that is being done over and over again is not working, but could change if campaigns hire a good consultant who knows the Hispanic leaders, the media outlets in Spanish and their community. It is time to stop ignoring the Hispanic media outlets.  It is time to start respecting them as the gatekeepers of the Hispanic community and placing ads in their papers.  It sends a message to the community that you care.  Whoever listens and starts being proactive in this arena will open the gates to becoming the next governor of Florida or the next winner of their raceRegardless which party affiliation you are with, don’t be insane-change the strategy!