Multi-American | How immigrants are redefining 'American' in Southern California

What Latino voters really want to hear (hint: it's not all immigration, all the time)

Ad Age doesn't typically cover stories related to immigration, but today there's an interesting report based on an Advertising Week panel called "Will Latinos Elect Our Next President?" that had polling and marketing experts delving into what the real campaign issues for Latinos are.

While immigration factors in, Latino voters aren't the political one-trick ponies some politicos have them pegged as: "They're more interested in the economy, jobs, education, government waste and higher taxes," said pollster Mark Mellman of the Mellman Group firm. More from the piece:

Eighty-four percent of registered Latino voters go to the polls and vote, said Chiqui Cartagena, VP corporate marketing at Univision Communications. She said that 34% of Latinos are under 18 and that every year 500,000 Latinos turn 18, offering both parties an opportunity to woo young voters.

She said neither party is well-versed enough in Hispanic consumers to show they care about them. "They want to tick the [Latino] box and make the other candidate look bad. I want to be talked to about jobs and health care and government waste."