>> time now for politicop. joining us now with the politico playbook the executive editor, jim vandehei .

>> look, they've got a new set.

>> he looks pretty.

>> joe, you complain about our lighting, we order up a brand new set overnight.

>> and for good reason.

>> oh, my gosh. look at this. look at the pre --

>> intergalactic headquarters.

>> like a flashlight right in the middle of his face and now boy --

>> he looks glossy.

>> now we see a lot more of him.

>> exactly.

>> it's great. what's your lead story today?

>> we got an interesting piece on health care and how president obama is selling it. he doesn't talk that much about it, which has been the gripe of democrats. but behind the scenes they've been doing a ton in targeting african americans and hispanics who benefit from the law, about 32% of hispanics don't have health care coverage, 22% of african-americans compared to 14% of white americans . so what they've been doing is holding a lot of meetings privately with black journalists and black publishers, they've been doing this road show going into hispanic neighborhoods and african-american neighborhoods on the day of the health care ruling. valerie jarrett held a conference call on background for african-american reporters only and the emphasis is much different than when he's talking to broader audiences. they talk a lot about the subsidies and how you get coverage and the government will pay for it, whereas when the president is talking to broader audiences he tries to talk about how it lowers health care costs and gets kids covered until 26 and the other more popular provisions of it. it's an interesting insight into how you target your message and specific voting groups at this point in the election.

>> michael steele , you're shaking your head.

>> i am. because i was wondering when this whole health care conversation began how come this wasn't part of the conversation in 2009 and 2010 , when you had many in the african-american communities, especially those on the hill, talking about the health care disparities that exist in the black community, what the administration was planning to do about it. the president's response and white house response was, my health care plan will benefit all people. we don't need to target specifics. now they want to target and have a specific conversation about how this health care plan is going to benefit the black and hispanic communities. give me a break.

>> okay. okay. so --

>> one last story in politico we can get to.

>> you go ahead.

>> about joe biden . go ahead.

>> go to it.

>> it plays off this well. joe biden , what they're doing across the board is trying to go after every interest group that will back the democratic party in the election. they're trying to get them fired up. biden is doing that, going after unions, he's going after hispanic groups, talking to the naacp because he connects with the base better than barack obama does. one of the shocking things in recent polls is that 6%, i think in the nbc poll, said they're undecided. only 6% of voters. so, basically both sides are looking at this saying we've got to get our base turned out. we can't get that worked up about undecides because there aren't that many of them.