Lujan Grisham

She will "never stop fighting" and "will never give up." That's probably a welcome message to the activist Democrats who will cast votes in the June 5 primary for the 2018 Democratic gubernatorial nomination. But you wonder if Michelle Lujan Grisham, who came with that theme in her first TV spot, may pivot to more collaborative language if she wins the nomination and faces off with Republican Steve Pearce.

After all, we've had eight years of Gov. Martinez "fighting" and vowing to never back down and look where that got her. 

Already the Pearce camp is trying to pigeonhole Lujan Grisham as similar in style and personality to the now unpopular Governor. Come the fall she may turn the tables and accuse him of being a rigid ideologue who never backs down and therefore never gets things done. But for now, with a pumped up Democratic base, she is the one positioning herself as the fighter.

After the Martinez years the state may be looking for a Governor who will fight but also put some points on the board via cooperation and building coalitions. If the next Governor turns out to be a Dem the task should be somewhat easier given the party's majorities in the state House and Senate.

In her first ad Lujan Grisham leaves policy for later and stresses personal character. With an apparent large polling lead the campaign saw no need for risk-taking or swinging at the fences and there was none. She is careful not to deliver her fighting language in a strident or threatening manner but with a coolness the camera favors.

JACKIE A

Jackie Apodaca

Meanwhile the feisty if under financed campaign of Lujan Grisham's main rival for the nomination, Jeff Apodaca, continues its best to compete at her level.

On the day of her inaugural TV they sent Apodaca's wife, Jackie, before the cameras to deliver an emotional 30 second ad on education titled, "Our Kids Are Worth More." It was good optics on their part and for a political newcomer Apodaca took to the camera well. The mother of two teared up when discussing the disadvantages New Mexican children endure compared to other states. It was a halting moment and one the Apodaca campaign hopes will help pause the rush to Lujan Grisham’s side.

Apodaca has been up with light TV buys for several weeks. Joe Cervantes is expected to be on the air soon. Republican Pearce should also be seen before primary season concludes.

THE APPRENTICE

Looking at the three spots released from the leading ABQ Dem congressional candidates our observers, Alligators and wall-leaners say all were serviceable but that former US attorney Damon Martinez had the most to lose and he came through with an ad that was a solid double and maybe a triple.

The ad has Martinez, who Trump replaced as US attorney for NM, facing off with him by using clips from the Trump-hosted "Apprentice" show. The two engage in a give and take and it ends with Trump delivering his signature line to Martinez: "You're fired. Go!" Martinez then tells Trump he approved the message so "Mr. President, when I'm in Congress you're the next to be fired." Clever.

Martinez has been lagging the two leaders--Deb Haaland and Antoinette Sedillo Lopez--but he's still in it and this ad should help keep him there.

By the way, in a PPP poll commissioned by candidate Pat Davis this month, 87 percent of the Dems surveyed did not approve of Trump's performance as president. That full poll is here.

$4 MILLION AND COUNTING

Talk about a case of overkill. Senator Martin Heinrich now has a nearly 20 to 1 cash advantage over Republican rival Mick Rich. In the latest federal reports Heinrich is showing over $4 million in cash in the bank compared to Rich's $223,000. Libertarian Aubrey Dunn, Jr. did not raise money in the first quarter.

The race is not being targeted by the national Republicans. However, Heinrich's approval rating is considerably below the 50 percent mark and he will use some of that cash to boost his image heading into his November re-election bid, After he does that, maybe he can single-handedly lower the state's jobless rate by hiring hundreds of New Mexicans to work on his campaign. What better way to use all that loot from the big money guys?

LOBO LAND

Readers continue to debate the prospect of the deficit-ridden UNM Athletic Department eliminating certain sports to save money, as contemplated by the UNM Regents. This reader, who has a deep familiarity with UNM, raises the possibility that in the end UNM may not cancel any sports. How?:

I wonder what "a reader" means about UNM's "political will and public support"? We know that it is NM politics that will decide what UNM does about its athletic situation. The "public" in general does not have a role. It will be the "issue specific publics" forming around each sport that will have the greatest influence. Since the decisions will not be made until July that gives support groups for each sport plenty of time to gather forces and resources to pressure the regents and the administration, both directly and indirectly through the media and other means. What specifically was the "black eye" that UNM received when it failed in attempts to eliminate skiing? Idon't recall much negative reaction--just satisfaction by the pro-skiing folks.

My guess is that no sport will be eliminated and that the Regents will find other means to deal with the largely financial problems of the athletic department. Or alternatively the sport with the least interest group support and least influential "boosters" may be cut, for show, and resulting in inconsequential minor savings.

GET SCHOOLED

Here's something for the political junkie in your life, courtesy of PR guru Dan Mayfield at ABQ's Leverage Point:

The Credit Union Association of New Mexico is hosting a Campaign School April 30 with curriculum from the Credit Union National Association to teach leaders how to run a campaign. The campaign school is a non-partisan event with representatives from both parties teaching basic and advanced tactics for running for office and is for anyone who is interested in volunteering on a campaign or running for office. You can register here.

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(c)NM POLITICS WITH JOE MONAHAN 2018