‘It’s time to check in on the Latino vote, which just a few months ago seemed up for grabs but now seems firmly in the hands of the Democrats’ writes Ruben Navarrette for Real Clear Politics.

‘Polls show Barack Obama leading John McCain by a 2-1 margin among Latino voters. That’s no thanks to Obama, who — aside from joining McCain in addressing Latino advocacy groups this summer — hasn’t done much to reach out to the Latino electorate or tap into Latino grass-roots networks that could increase turnout. If Obama is resonating with this demographic, the credit belongs to brand loyalty and how wedded Latinos feel to one brand in particular: the Democratic Party.’
But McCain has the opportunity to do something about it this year. He has already started to reach to these voters by airing ads in Spanish about issues they care greatly about; especially immigration. In his latest Spanish ad, for instance, McCain criticizes Obama and Democrats in general for standing in the way of effective immigration reform. Reforms that would help Hispanics tremendously.

McCain’s spokesman for Latino media, Hessy Fernandez, said recently that the campaign has set up an ambitious goal with regards to the Latino vote; it wants to get 45% of it.

Although it is unlikely that this will indeed be achieved, 35% may very well be sufficient for McCain to win the elections. Possibly more than 35% even. And 35% is a magical number; past elections have shown that a Republican candidate who wins this percentage has a good chance of winning the White House.

However, although McCain has certainly started reaching out to Latinos he is, Navarrette writes, not doing nearly enough. Realizing just how important this group is,and how important they will be in future years and future elections, makes one quickly realize that ‘not doing enough’ is horrendous. McCain’s campaign should target the Hispanic vote very purposefully, and not just every now and then, but constantly.

Especially, it seems, his choice of running mate – Sarah Palin – could help him among Hispanic voters. Her choice was generally, the author claims, well received among these individuals. And if they do not think highly of her as of yet, they are, it seems, open to her and learning more about her. McCain should take advantage of this situation by sending Palin to Hispanic organizations and groups; let her interact with them, let her show that she and McCain care.

If he does not, Obama will win the Hispanic vote by a wide margin; this while he is not very popular among them, and only has such a comfortable leader because he is a Democrat.