The New Political Targeting [Paperback]

Hal Malchow (Author)

Book Description

Publication Date: April 30, 2003

Every campaign faces the task of finding the voters it needs to win. The New Political Targeting describes the changing technologies that are enabling campaigns to use their databases to reach these voters in new and more efficient ways. It provides a wealth of research that can help any campaign find answers to difficult questions.

The New Political Targeting offers you a new approach to targeting that measures the value of the voters you need to reach. And it comes with a spreadsheet program that helps you estimate the values of each voter, calculate costs and efficiencies and even prepare preliminary budgets.

Politics are changing. The New Political Targeting is your guidebook to the new tools and the new research that can help your campaign succeed.

Editorial Reviews

About the Author

Hal Malchow is one the pioneers in persuasion mail marketing. Hal’s creative work has won numerous awards from the international Direct Marketing Association, the Direct Marketing Association of Washington and the American Association of Political Consultants. In the area of targeting, Hal pioneered the application of statistical modeling and data mining techniques in the political arena. These developments are described in his new book, The New Political Targeting, published by Campaigns & Elections. Hal also speaks and publishes regularly about campaign direct mail, and has been featured in the New York Times, Newsweek, The Washington Post and other national publications.

Before entering the direct mail business, he managed four major campaigns including the 1984 Senate election of Albert Gore, Jr. Hal holds a law degree from the University of the Pacific where he was named outstanding graduate of his class. Hal is the President of Malchow Schlackman & Hoppey, Inc., the nation's leading targeted political communications firm.

Product Details

• Paperback: 295 pages
• Publisher: Campaigns & Electrons (April 30, 2003)
• ISBN-10: 0963744747
• ISBN-13: 978-0963744746
• Product Dimensions: 10.9 x 8.4 x 1 inches
• Shipping Weight: 2.2 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #1,278,146 in Books (See Top 100 in Books)

More About the Author

Hal is a nationally recognized political consultant who has worked for candidates at the presidential level all the way down to local offices. His work has won numerous creative awards and he helped pioneer the use of statistical modeling and data mining techniques in the political arena. After becoming discouraged by the negative character of political campaigns, he closed his firm in 2010. He continues to do some consulting and is looking forward to a writing career. When not busy with clients or writing, Hal can usually be found in his garden.

Customer Reviews

Most Helpful Customer Reviews

5 of 8 people found the following review helpful:

5.0 out of 5 stars Every Candidate and Campaign Manager Should Have this Book, February 11, 2004

By A Customer

This review is from: The New Political Targeting (Paperback)

For far too long campaigns have used outdated targeting methods. While businesses have used statistical modeling for years, too many campaigns and consultants have been reluctant to embrace it, preferring to rely on instinct and rough approximation.

This book is a roadmap to more efficient targeting and for the campaigns that use it, a way to direct valuable communication dollars with laser like precision.

5 of 8 people found the following review helpful:

5.0 out of 5 stars A good guide to political targeting techniques..., February 10, 2004

By A Customer

This review is from: The New Political Targeting (Paperback)

Political targeting is just as much an art as it is a science, and this book clearly demonstrates how to master both aspects. Malchow presents a comprehensive guide on how to help candidates and organizations execute winning direct mail strategies. It has highly-technical sections for voter contact experts and easy-to-learn concepts for beginners. I'm fairly new to the direct mail world and this book helped bring me right up to speed with current standards, new trends, and best practices.

4 of 7 people found the following review helpful:

5.0 out of 5 stars Essential for Every Campaign Manager!, February 10, 2004

By A Customer

This review is from: The New Political Targeting (Paperback)

The New Political Targeting is essential to knowing who your target voter is! This book lays out Political Targeting in an unbiased, non-partisan format that's easy to read and understand. The chapter on targeting absentee and early voters was very helpful to me. I didn't think I'd ever understand CHAID analysis until I read Mr. Malchow's explanation. The book even comes with a CD that helps create a persuasion plan and budget! I highly recommend this book to anyone interested in how to reach voters in an efficient and cost effective manner.