HIGH-PRESSURE NICHE: Political print jobs are a high-pressure niche of the commercial printing industry that few businesses are willing to take. Chris Shadix and Matthew Zellmer are two exceptions.
Shadix's Emeryville-based retail printing firm, BelAire Displays, has cranked out lawn signs for Kevin Johnson's Sacramento mayoral campaign. Zellmer's Sacramento-based Allied Printing Co. has printed campaign mailers and letterhead for Mayor Heather Fargo.
We asked Shadix and Zellmer about the demands of political printing.
Not many printers do political work. Why?
Shadix: By the time the campaigns get money, they're rushing to spend it. They want to get their candidate's name out quickly.
Zellmer: It's not unusual to get a job in the morning and have it produced and out by the end of the day.
How's the money?
Shadix: It's OK, but we have to be pretty strict (about collections). Most accounts are C.O.D. We can't offer terms because after a campaign is over, there's no one to collect payment from.
Zellmer: It's one thing to work hard, but you expect to be paid for it. And it's hard to find campaigns after they lose. Even if you find them, it's going to take a while to get your money, or you might not get paid anyway.
Campaign consultants generally stick to working for one party. Do you choose whom you'll work for based on politics?
Shadix: We often print for both sides of a campaign. We're everyone's friend.
Zellmer: I wouldn't hesitate working for either side.
There's a lot of cloak-and-dagger maneuvering in campaigns. Does that extend to the campaign print shop?
Shadix: You want to make sure that your client's intellectual property is protected. That's why everything in the print shop is supposed to have the top sheet turned over so that a competitor can't walk in and see what's being done.
Zellmer: Once we're doing political work, we're careful about not letting anyone see. We even keep our trash secured inside the building to make sure that people don't go through it.
– Jon Ortiz
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