They are our enemies. We marry them.

Saskia has posed some questions below. She asks about how all this sorting business will play out. Lemme give a scattershot, Friday afternoon response:
- Walker Smith has it right: this is sorting by lifestyle, not by demography. I've talked to a lot of people since this book came out and not one described herself the way political writers talk about voters. Think about it. To guess how a person might vote, would you rather know a voter is a "white, college-educated woman, upper class, age 35-45" or an "ocean oriented person" (as one San Diego woman described herself to me)?
Political writers use demographic categories because that's what they can get. But when I talked to marketing people, they use demographic data only as a last resort. The fellow who did marketing for Apple told me that Steve Jobs had banned demographic breakdowns. Apple tries to find connections to lifestyles, to tastes and ways of living that aren't related to class or age, but are often linked to geography. So, my Apple friend was taking his marketing team to Marfa, Texas, to see why a cowtown in the middle of West Texas could suddenly become the hippest place on earth. This is the kind of marketing that Bush brought to the political world in '04.














