by David Wardlow
In the age of smartphones, the media advertising cliché is that print is dead.Yes, some publishers are abandoning their dead-tree editions. And for advertising, digital is increasingly attractive because of the metrics it provides. But that doesn’t mean print is a dead medium for campaigns. In fact, for significant voting demographics, nothing can replace the impact of holding a well-crafted mail piece in their hands.As a longtime vendor to campaigns, I’ve learned there are seven good reasons why print will always be an indispensable element to any winning run.

1. Tangibility
Print is a physical thing. The flyer, the direct mailer, the poster, the door hanger, the lawn sign—it’s something voters see in their mailboxes, on their lawn or drive to work.

2. Longevity
Direct mail, rally flyers, and platform slates remain on office desks, kitchen tables and pinned to bulletin boards for weeks and months. Email blasts and social media postings on Facebook, Twitter and Instagram are quickly pushed down the page.

3. Branding
Whether it’s billboards, yard signs or direct-mail pieces, print campaigns can solidify your campaign. Consistent messaging in a well-designed format communicates a candidate’s values and goals and establishes a solid image of a winning campaign.

4. Credibility
Print conveys validity. Candidates who commit their values and positions on the issues to paper often engender voters’ trust. The purely digital candidate exists in more abstract terms.

5. It’s Personal
Voters get to hold in their hands wonderful images of your candidate, a friendlier way of putting a face to a name. Just as television ads are beamed into a family’s living room, mail pieces are often brought into voters’ homes fostering a personal connection between candidate and voter.

6. Targeted Marketing
Print is crucial when marketing to specific demographics. Print material focused on key swing demographics and their relevant issues generates engagement and promotion. Providing talking points on key issues in a printed brochure or direct-mail piece can help your campaign stake out an issue, as well.

7. Endorsements
Printed material picturing key figures in the community, or named along with the endorsement of organizations or groups, reinforces a candidate’s credibility. The brochure with trusted figures standing shoulder to shoulder with your candidate can shape public opinion and encourage the perception of a groundswell of support.

David Wardlow is an account executive at The Harman Press, a union print shop based in Southern California. This article appeared August 13, 2015 in Campaigns and Elections.


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The Harman Press is Official Printer for the 2015 AAPC New Orleans Pollie Awards & Conference

North Hollywood, CA, March 9, 2015: Marking its active role in the political printing arena, The Harman Press will be the Official Printer for the 2015 Pollie Awards & Conference in New Orleans, March 17-19, organized by the American Association of Political Consultants. This will be the second year that The Harman Press has provided the AAPC with printing for its programming material and signage for its annual conference and awards events.

Harman Press President Phillip Goldner said, “As a top printer for political campaigns we believe that print stills drives the democratic process, and we are happy to be working with the AAPC which provides the best forum for campaign strategists.” Goldner will be attending the event, along with Account Executive Dave Wardlow.

AAPC President Art Hackney said, “As the only nonprofit organization for political professionals in America, AAPC succeeds because of the incredible support of our multi-media partners. Contrary to some premature obituaries, print IS NOT DEAD, and Harman Press, as our official printer for the AAPC conference, puts high quality conference materials in the hands of Pollie Conference attendees and we are very grateful for their generous support.”

Widely recognized as the must-attend event for political consultants, media buyers, public affairs specialists, suppliers, industry leaders and journalists, the 2015 AAPC Pollie Awards & Conference is expected to attract more than 500 political professionals to the conference held at the Omni Hotel in New Orleans. The Conference’s programming, designed to empower attendees to leverage the latest techniques in campaign strategy and management, will include sessions on the most important topics in today’s electoral politics and public affairs.

ABOUT AAPC Founded in 1969, the AAPC is a multi-partisan organization of political and public affairs professionals dedicated to improving democracy. The AAPC has over 1,250 members hailing from all corners of the globe.  It is the largest association of political and public affairs professionals in the world. For more information, see www.theaapc.org .


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The Harman Press Acquires A&I

A significant move bringing together high-end, fine-art digital imaging with one of LA’s most respected commercial printers, combining two legacy companies to create an exciting future in media production.

Click here to read the press release

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Customer Demand for Unionized Printing Companies Still Remains Strong

View Printing Impressions article

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The Harman Press is Official Printer for the 2014 AAPC San Diego Pollie Awards & Conference

April 2-4, 2014 www.theaapc.org

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The Harman Press Hosts Fullerton College Print Tech Class

NEWSLETTER: Printing Industries Association, Inc. of Southern California (PIASC)
May 3, 2013

Combining education with its commercial printing business, The Harman Press welcomed the members of Fullerton College’s Printing Technology Class on Wednesday, May 1. The visit included a tour of the company’s new North Hollywood facility, as well as interviews with the department heads, concluding with lunch attended by Harman Press CEO Jay Goldner.

“The staff at Harman press took the time to sit down and talk with our students, showing sincere interest in their talents and future within the printing industry. We had a great time and look forward to working with the talented and knowledgeable staff to help provide our students a better learning experience.” said Dennis Howey, Fullerton Printing Technology Chair. Howey’s 2013 class includes five PIASC Academic Challenge winners.

The Fullerton College printing department was established in the early 1950′s and continues to provide excellent job training skills in graphics communication for its students. One full-­‐time and five part-­‐time faculty members offer instruction in Flexo- graphy, Large and small sheet-­‐fed offset presswork, Electronic pre­‐press and Screen printing.

Family‐owned for three generations since 1943, The Harman Press counts clients among the major motion picture studios such as Universal, and is known in political circles as print providers for local, state and national campaigns over the years. Other clients include healthcare giant Kaiser Permanente, and national businesses such as top auto auctioneers Gooding & Company. The Harman Press recently re‐located from its longtime address in Hollywood to a larger facility at 6840 Vineland Avenue, North Hollywood (CA 91605), in the San Fernando Valley.

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The Harman Press in the San Fernando Valley Business Journal

After 70 years operating in Hollywood, legacy printer moves to the San Fernando Valley’s North Hollywood

San Fernando Valley Business Journal
March 4-17, 2013
By Mark Madler

The printing presses at The Harman this time of year pump out and programs for entertainment award shows and political material for upcoming elections. There’s little new about that, given the company’s 70-year-history, but now instead of running in Hollywood, the presses are operating in the San Fernando Valley. The family-operated firm moved in January 2013 to a 24,000-square-foot building in North Hollywood. The new facilities will increase efficiency and allow the company to pursue new markets such as outdoor banners, billboards, signs for taxi cab roofs and retail point-of-purchase displays. “You need more space to produce those types of items,” said President Phil Goldner. The new headquarters is a large single building at 6840 Vineland Ave. It replaces a warren-like configuration of multiple buildings Goldner owns on a stretch of Highland Avenue north of Santa Monica Boulevard in Hollywood.

That property will be sold. The move also brings other benefits, such as easier deliveries without the Hollywood traffic. And, as Phil Goldner pointed out, it was a homecoming of sorts as the Goldner family grew up in the San Fernando Valley. Phil Goldner, 44, is the third generation of the family to operate Harman. His brother Fred, 45, is vice president and head of sales. Their father, Jay, remains active in the business in an advisory role. The Harman Press has defied the odds by not only surviving but thriving in a digital age – and a recession – that has put other commercial printers out of business. The National Association for Printing Leadership, an East Rutherford, N.J. trade association, estimates there were 27,200 printers in 2011, a decrease of 11 percent from 2007.

Harman’s client base is a mix of political campaigns – particularly Democrats that support a union shop – and entertainment companies. Also, the printer has taken an aggressive approach in securing new business in the Asian market by hiring staff fluent in the languages who handle the advertising and promotion. Harman has faced the digital challenge by using Facebook and Twitter to congratulate Oscar-winning studio clients, and using Pinterest to show off its newest graphic designs.

The business was founded in Hollywood by Lou Harman, a friend of Joseph Goldner, Jay Goldner’s father. The eldest Goldner turned Harman’s stationery business into a full-scale print shop. The firm still owns a vintage Heidelberg press from that era that performs foil stamping and uses old-fashioned movable type. “I cannot name names but there are heads of certain studios that carry business cards made on this printer,” said Rex Weiner, the head of marketing and business development. Today much of the work is done on a six-color Heidelberg lithograph printer. The firm also has a digital printer, a Hewlett Packard Indigo 5000, used for smaller runs and capable of turning out 1,000 sheets per hour. In addition to business cards, Harman generates door hangars, postcards, pamphlets, brochures, booklets, magazines, posters, retractable banners, limited edition books and posters, yard signs and banners. Recent jobs include a billboard campaign featuring Korean singer Psy; the program for the Writers Guild of America Awards; a booklet promoting Quentin Tarantino film “Django Unchained” to Academy Award voters; menus for Sharky’s Woodfired Mexican Grill; and brochures for the Hyundai Equus and Sonata hybrid. That Harman is a union shop affiliated with Teamsters Local No. 572 helps bring in political jobs. Democratic candidates receiving union support like to use a union shop because it is an expression of their personal philosophy, said Larry Levine, a Sherman Oaks-based political consultant who has brought campaign printing jobs to Harman for 35 years. The digital age makes little difference when candidates want to get their names and views before voters. Printed material remains the most essential ingredient in voter contact, Levine said. “People do not use digital means to learn about candidates,” he said. “Every candidate has a website but the number of voters who go online to learn is tiny.”

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