Both political parties agree that the country's 21.3 million registered Latino voters could make a crucial difference in this year's presidential election.
Yet in a race defined by massive spending on television ads, fast-response Internet videos and sophisticated social media efforts, both President Obama and challenger Mitt Romney have fallen short thus far when it comes to targeting Latino voters electronically, according to some Spanish-language media experts.
Republican candidate Romney trails Obama badly among Latinos, according to polls released last week, and isn't counting on them to propel him to victory. Even so, his Spanish-language advertising has been minimal and clumsy, the experts said. Some of his ads are simply translated versions of his English-language commercials — a particular no-no when trying to reach Latino consumers.
Obama has spent more heavily, and created more effective ads than his rival, but some experts said that so far he has failed to craft a campaign that keeps pace with the rapidly increasing size and sophistication of the Latino population, which climbed to 50.5 million in the 2010 census, from 35.3 million a decade earlier. READ MORE
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