demographics. what was very troubling for them as well as asian-americans as well. what prebus said on "face the nation" it's going to cost money. this is what he said. >> we'll be announcing a $10 million initiative just this year which will include hundreds of people paid across the country from coast to coast and hispanic, african-american, asian communities, talking about our party, talking about our brand, talking about what we believe in. >> there you have it. reince priebus on sunday talk shows. what's also interesting from the report, from those that have seen it, is they'll open up an office out in san francisco to harness the technology brain power we see in silicon valley. >> technology data a big part of it. also messages and also the mechanics of picking a president. they're talking about sort of redoing the entire primary process.