The New Political Targeting

by Hal Malchow

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.

Paperback

First published April 30, 2003

About the author

Hal Malchow is chairman of MSHC Partners, one of America’s leading voter contact firms. He has won numerous creative awards for his work on behalf of clients and helped pioneer the use of statistical modeling in politics. In 2005, the Direct Marketing Association of Washington named him the Sisk Vision Award winner for pioneering vision that has shaped the American direct marketing industry. The two previous winners were the National Geographic Society and the marketing director of NIKE.

Malchow grew up in Gulfport, Miss., and holds a law degree from the University of the Pacific, where he was named one of two outstanding graduates of his class. Prior to moving to the Washington area, he served as campaign manager for Al Gore’s first campaign for the U.S. Senate.