Political Targeting

by Hal Malchow

In 1995, Hal Malchow used the first microtargeting techniques to help Ron Wyden win his special election for the U.S. Senate. Since that time, MSHC Partners has continued that work and today is the only political communications firm with a full-time Targeting Department doing advanced modeling. The New Political Targeting was published in 2003 to bring microtargeting to campaigns nationwide. Since that time these techniques have been widely adopted by campaigns, political parties and interest groups throughout America. Now, Hal Malchow has written a new, expanded edition that shares new developments in the targeting fields and provides explanations for the average campaign about more advanced microtargeting techniques. Malchow offers new data to help predict candidate support, voter persuadability, turnout and the audiences that will respond to the messages most often used in politics today. The second edition of Political Targeting comes complete with a program to help you find your ideal targets and determine the most efficient means of communicating with them.

312 pages, 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.