00:00Today, I'm going to be talking about an unusual yet highly effective tactic that
00:04one candidate is using to rise above the rest. Now, with less than a week to go before the June
00:092nd primary election, a new poll is out in the governor's race showing that Democrat Javier
00:14Becerra is in the lead at 23%. Republican Steve Hilton is close behind at 20%. Both of them are
00:21starting to pull away from the pack, including from former frontrunner Tom Steyer, who, despite
00:27spending $200 million of his own fortune, is hovering around 15% well off the lead.
00:33Becerra was a creation of the media and of pollsters who decided he would be the frontrunner when
00:38Democrats needed one. But he does get credit for this really interesting approach to the
00:43campaign. If you look at headlines across the state, one thing you might have noticed is
00:47that Becerra seems to be showing up in the Central Valley quite frequently. The Central Valley
00:52is the rural portion of the state that produces half of America's fruits and vegetables,
00:57it's an agricultural region which tends to lean conservative but also has a large number of
01:02Latino voters. And Becerra keeps going there. He has held rallies in Sacramento and most recently
01:07in Fresno, and he's getting a lot of earned media. Now, there aren't so many votes in the
01:12Central Valley, which is why other candidates have been sticking to San Francisco, LA, more populated
01:17areas. But the Central Valley media market is quite large, and you can reach a large number of voters
01:23if you just show up when nobody else is. So, Javier Becerra does get credit for doing this
01:28because he's dominating headlines in the markets he needs to reach, and that is swing voters
01:33and especially Latino voters who he's going to rely on to push him over the top where he
01:37could become the state's first ever Latino governor.
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