UNDATED (CBS) -- Romney meant to say "binders of women's resumes" but he left out a pretty important word, and it took off like wildfire Wednesday. We heard it all day on the campaign trail and if at times it seemed like Romney and the President were only talking to half their audiences, well maybe that's because they were.
From President Obama in Iowa who said, "When young women graduate, they should get equal pay for equal work." To Mitt Romney in Virginia who said, "There are 3.6 million more women in poverty today."
The presidential candidates spend Wednesday trying to connect with women. They were reacting in part to a moment from Tuesday's debate that went viral. During a conversation on equal pay, Romney recalled his search as Massachusetts governor for qualified women advisors. Romney says, "I went to a number of women's groups and said, 'Can you help us find folks.'" But then he continued, "And they brought us whole binders full of women."
That hit some the wrong way and overnight, his "binders of women" comment caught fire much as another image, Big Bird, did in the last debate. The "binder" now has a Facebook page, a Twitter account, thousands of Google images, and has even inspired Spirit Airlines to launch an online promotion.
It also gave the Obama campaign ammunition. He says, "We don't have to collect a bunch of binders to find qualified, talented, driven young women." Biden says, "The idea that he had to go and ask where a qualified woman was, he just should have come to my house. He didn't need a binder."
The binder buzz comes as recent polls show Romney closing the gender gap against President Obama in key swing states. Romney fought back Wednesday by attacking the president's record on the economy. Romney says, "This is a presidency that has not helped America's women, and as I go across the country and ask women what can I do to help. What they speak about day in and day out is help me find a good job."
Romney's push for women voters also includes a new ad that's intended to counter criticism, and correct misconceptions, about his views on social issues. In a recent Romney ad it says, "Turns out Romney doesn't oppose contraception at all. In fact he thinks abortion should be an option in cases of rape or incest or to save a mother's life."