1) Swerve the standard group of Washington insiders and bring in someone fresh, thus reinforcing his "maverick" cache
2) Try and siphon off some of the female vote from Obama, especially given the fact that many Clinton supporters aren't best pleased with Obama
But, the whole thing is in the process of blowing up in his face for a few reasons:
1) She's only been Governor less than 2 years but he's trying to put her in a position that's a heartbeat away from the Presidency (and he's no spring chicken). Not surprisingly, the Obama camp have pointed out the irony that the Republicans have gone for someone with so little experience after spending the better part of the summer attacking Obama for having very little experience. So, in effect, choosing Palin has effectively removed one of the main criticisms that McCain can use against Obama.
2) Predictably, she's a social conservative who's pro-life and who supports removing sex ed programs from schools. She won points with other pro-lifers for recently giving birth to a child with Downs Syndrome when it was possible to terminate the pregnancy (obviously the child's condition was diagnosed during the pregnancy). But, she might have a little bit more trouble justifying her no-sex-ed pro-abstinence message since it's just been revealed that her 17 year old daughter is pregnant!!!

3) She's also being dragged into a controversy about abuse of power. Apparently, as Governor, she's had her sister's ex-husband fired from his position as a state trooper. It sounds like there may be ample justification for that but the details are getting lost in the buzz about potential abuse of power.
All of this raises the question about how well the McCain camp vetted Palin as a running mate. Some rumours suggest he picked her after only a 15 minute conversation. He may--in fact probably will--recover from all of this but it's been an uncomfortable few days for the Republicans, who couldn't escape this story despite the fact that another hurricane has just side-swiped New Orleans. Crazy!
