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Thanks to the mail’s precision and universality, no other format for political communication has been so good at exploiting the analytical innovations that have reshaped modern campaigns. Refinements in individual-level targeting have made brochures the most efficient medium for hitting specific households while avoiding their neighbors, and its cost-effectiveness has increased along the way.
The Secret Weapon of Modern Political Campaigns
Slate 6 December 2011
Serving Conservative Candidates since 1994