We all remember the fictitious median voter, Worcester Woman, that David Cameron was supposed to target. Actually, I think it started as a joke by election guru Robert Worcester, but the media honed in on this thirty something woman in Worcester with children and working part-time.
Well now it is the era of 'Workington man', at least according to a Tory think tank: Boris Johnson must target Workington man
He lives in a Rugby League town in the north of England and is a traditional Labour voter who backs leave. Apparently, he 'favours security over freedom across both social and economic axes, but leans much more towards security on social issues'. He distrusts globalisation and neo-liberal Thatcherism does not appeal to him. It has to be said that the historic Conservative record in these towns is poor, but old loyalties are disappearing.
Vox pops always interest me in elections. They are completely unscientific, but they are one way of trying to understand what voters are thinking. Vox pops on the television channels last night suggested that many voters think that Boris Johnson is someone who 'gets things done' and 'has bottle'.
All the poll evidence so far suggests that Boris Johnson has not suffered from failing to die in a ditch. Leave voters think that he tried his best and two-and-a-half times as many blame Jeremy Corbyn as they do the prime minister.
What Labour has to try to do is to switch the narrative away from Brexit to other austerity related issues where they might hope to be stronger, although the Conservatives will pledge extra spending. The problem is that voters take a very poor view of Jeremy Corbyn. Some women voters are not impressed by Boris Johnson and they may be open to appeals based on social justice issues.
I think that the Lib Dems are taking a bit of a risk with a very hard Remain line. Many people would think that revoking Article 50 on day one of a Liberal Democrat government without any further consultation is a bit strong. Of course, there won't be such a government, but that is their core message.
There has been a lot of emphasis on how much damage the Brexit Party could do the Conservatives, but they could attract more Labour voters in Leave seats that the Conservatives hope to win in the north and Midlands.