Rove: Bush's 2004 campaign was aimed at convincing non-Republicans to support Bush

I already knew that this was true, but it explains a lot about the problems that Bush created while he was president.

[Charlie] Cook asserts all those gains occurred because the Bush campaign focused on its base rather than throw “huge amounts of resources” at swing voters. . . .
Much of the Bush re-election’s massive volunteer effort was aimed at persuading non-Republicans to support Bush. So was its advertising, . . .