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Jerry Brown delivers with Proposition 30

  • Gov. Jerry Brown talks to reporters about his temporary tax hike initiative, Proposition 30, during an election night party in Sacramento, Calif., Tuesday, Nov. 6, 2012. Proposition 30 held a slim lead with half the precincts reporting. (AP Photo/Rich Pedroncelli)

Voters approved Jerry Brown's $6billion tax hike last week because California has changed and Brown hasn't. Lots of help from organized labor didn't hurt.

First, give the governor his due. In a state that spawned the tax revolt 34 years ago, Proposition 30's passage by what could end up being 10 percentage points is an extraordinary turn of events.

Issues win and lose for many reasons. In this instance, the right salesman made the right pitch, and the opposition stumbled. The governor and his consultants understood the electorate and gave voters what they wanted.

Brown's message, ultimately, was simple: Government has made cuts. School kids have suffered. A "yes" vote would allow California to begin restoring public education and other services, and bring the budget into balance.

However Brown was viewed in his first incarnation as governor, this version of Jerry Brown offers an air of authenticity. Brown drives a Pontiac, stays in a midtown apartment when he is in Sacramento, and is seen as a skinflint, who at age 74 no longer seeks higher office.

Like him or not, he kept his word that he would not raise taxes without a vote of the people.

Speaking to voters in television ads and at rallies on college campuses, Brown delivered the closing argument that there is a need for more revenue, that it would be spent wisely and that people could afford the tax, though he rarely uttered the word tax. Besides, rich people would be the ones paying the tax.

It gets back to the audience. White voters were split 50-50 on Proposition 30, the exit polls showed. But because of changes in California's makeup, Latinos, Asians and African Americans made up between 41 and 43 percent of the electorate.

They see the need for public services, particularly schools. Latinos supported the measure by 53 percent to 47 percent, while 61 percent of Asians supported it, and 75 percent of blacks embraced it.

"There is an embrace of education to make the future better for their kids and grandkids," said Ace Smith, of SCN Strategies, the firm that ran the Yes on 30 campaign.


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