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Jeff Greene mails out a phonebook, err, 8-page brochure

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This Blackberry photo doesn’t do it justice. Democratic Senate candidate Jeff Greene has sent voters across Florida an 8-page mailing — more of a booklet, really, that opens up into a poster — as slickly produced and substantial as any high-end corporate brochure. What else would you expect from a billionaire willing to spend “whatever it takes”?  Continue reading here.

Here’s a description of the mailer from my colleague at The Reid Report.

So what’d I get? A giant mail piece, 8.5″ x 11″ folded, on recyclable cardstock, which opens book-wise to 11″x17″, and then opens top to bottom to about 17″ wide by about 21″ tall. Having printed complicated-ish pieces for client, I can tell you printing and mailing something that size ain’t cheap. If Greene just covered the registered Democrats in Broward and Palm Beach, that’s 914,771 potential households. Just for fun, I went on a random printing site and punched in their maximum order — 100,000 copies — of the largest pieces they had: an 11″x17″ folded cardstock piece, full color, which would essentially be half the size of Greene’s piece. Printing 100,000 copies of my spec piece would cost about $38,000. Printing an 18″ x 24″ poster, roughly the size of Greene’s mailer fully opened, not even on cardstock but just on regular glossy poster paper, would cost $28,000, not including the cost to fold, and mail, or sales tax. Now, let’s multiply the lower number, $28,000, by 8 (instead of 9, to give us a discount for printing bulk — that’s not really the way the discount works, but we’re just playing around so roll with me…) and you get $224,000 to send my 914,000-odd pieces to two counties worth of Democrats. (Of course, you wouldn’t mail to all of them, it would be much more targeted than that, but you get the point — this guy’s spending a shitload of money…)

Here’s what the art looks like:

Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including,,, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.

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