2. The following are based on responses by those who reported being Democrats, Republicans or Independents and voted in the past year.

3.  There are nearly as many self- identified Independent voters as Republican voters  For Democrats, winning Independents is critical

4.  Among Democrat voters, women outnumber men by more than 2:1  For Democrats to win, it’s critical to reach female voters!

5.  Republicans:skew heavily 25-44  Independents:skew heavily 21-44; 55-64  Democrats:skew heavily 25-34; 50-64

6. Hispanics comprise 45% of Democrat voters

8. Independent voters nearly = Republican voters Sharp decrease in Republicans / increase in Independents after 2010 election Growth of Independents has come primarily from former Republicans Democrats peaked when Pres. Obama was elected; have been in gradual decline since Obama Elected 2010 election

10. Key: 25-34/45-64 white or Hispanic female with high school diploma/some college earning $35-$75K Secondary: add 65+ and advanced degrees

11. Independents comprise the second largest voting bloc, just behind Republicans. All Independents are not the same. Some Independents lean Democrat. Some Independents lean Republican. By identifying common traits, you can target the Independents that are most likely to vote Democrat. And win elections as a result. Lean Democrat Lean Republican

12. Key targets: 25-34/45-64 white/Hispanic female with high school diploma /some college earning $35-$75K Secondary: add advanced degree

14.  62,000 women read City Weekly  54% white / 44% Hispanic  49% earn $35-$75K