By Alexandra M. Abboud
Washington File Staff Writer

Washington -- With 20 Democratic primaries and caucuses over the last two months and the Super Tuesday primaries yesterday, media focus has been on the Democratic candidates vying for their party's presidential nomination. This may have begun to change, however, on February 23, when President Bush began his general election campaign.

In a speech to Republican governors, Bush defended his presidential record and sought to distinguish himself from the Democratic candidates. "Our opponents have not offered much in the way of strategies to win the war, or policies to expand our economy," he said.

"It's a choice between keeping the tax relief that is moving the economy forward, or putting the burden of higher taxes back on the American people," he continued. "It's a choice between an America that leads the world with strength and confidence, or an America that is uncertain in the face of danger."

Although the speech marks what many say is the formal start of the Bush campaign, fundraising and other campaign efforts in support of the president's re-election bid have been going on for some months. According to news reports, the Bush campaign has raised over $143 million overall and $12 million in January alone. This formidable bankroll will fund, among other things, the television commercials the Bush campaign is expected to begin running on March 4.

Any incumbent official, by virtue of the public nature of his or her position, has greater visibility and more of an opportunity to meet voters and discuss vital policy positions. In addition to the president's campaign, Vice President Dick Cheney, first lady Laura Bush, and Lynne Cheney, as well as high-ranking administration officials, have also been actively campaigning on his behalf. According to the New York Times, in recent months they have attended more than 100 fundraisers around the country. In addition, a network of over 400 people across the country have raised at least $100,000 each for the campaign.

Also speaking on February 23, in Kansas, Vice President Cheney discussed the administration's record on the war on terror and on rebuilding Iraq and Afghanistan. "I think we've got a record of accomplishment to show for our efforts," he said. "I think the American people can be confident of a better future, stronger economy, and a greater security...because of the leadership of George W. Bush."

In addition to such "stump speeches," the Bush team is expected to begin its media campaign on March 4, having reserved time on several television stations. Thus far, according to the Associated Press, at least $4.5 million worth of airtime has been bought on networks such as CNN, MSNBC, CNBC, Fox News and ESPN, a sports network. According to the Associated Press, "political analysts say advertising through cable TV allows the campaign to target its advertising to specific constituencies and be on the air everywhere, including in states that may not be in play in the election."

The Bush team will also begin running campaign ads on Spanish-language networks such as Univision and Telemundo in New Mexico, Florida, Nevada and Arizona, advisers to the campaign said. The Bush-Cheney website can also be viewed in Spanish.

The emphasis on Spanish-language campaign ads reflects a greater effort on the part of the Bush campaign to reach out to minority voters this election. In the 2000 election, former Vice President Al Gore won 62 percent of the Hispanic vote, compared to Bush's 35 percent. According to Bush campaign officials, the president believes it is important to reach out to those voters who may not speak English as their first language.

In states with large Hispanic populations such as Arizona, New Mexico, Florida, Nevada and Arizona, the 2000 presidential election was decided by six percentage points or less, according to the Associated Press. And with nine million Hispanic voters expected to register by November, presidential candidates have recognized the necessity of courting these voters.

The Bush-Cheney campaign has also made an effort to reach out African American voters. According to Sharon Castillo, a spokesperson for the campaign, an aggressive effort has been made to ensure that small, local African American newspapers will have access to officials and information that matches the level of larger papers, such as the New York Times.

But, according to Castillo, the Republican outreach to minorities is most evident in the administration's policies. Citing programs to improve education and to increase minority first-time home ownership, Castillo said that President Bush will "campaign on the issues."

In addition to traditional media campaigning, the Bush team has also used the Internet, a campaign tool popularized by the campaign of former Vermont Governor Howard Dean. And although the Bush-Cheney campaign has not used the Internet as a primary fundraising tool -- it raised only about $3.5 million online -- the campaign has used e-mail and the Internet as ways to disseminate information about the campaign and, in recent days, has actively used its campaign website to respond to criticisms by Democratic rivals.

The Bush-Cheney website currently carries a video clip attacking the presumed Democratic nominee, Massachusetts Senator John Kerry, for his ties to several special interest groups such as drug and telecommunications companies. A link to this ad was sent to six million Bush supporters around the country.

At one time it appeared that the Bush team would wait until the spring or summer before beginning a more active campaign using TV ads. However, according to the New York Times, polls that showed Bush falling behind his Democratic rivals, and attacks by Democratic candidates, prompted the Bush team to begin active campaigning earlier than planned.

Read More About It:
The official Bush-Cheney campaign website
www.georgewbush.com

The Republican National Committee website
www.rnc.org