More than 7 Seconds.

The rule of thumb with political mail pieces is that you have 7 seconds before the recipient throws it away.

Since it usually takes about 7 seconds for someone to pick it up from their stack of mail, walk it over and drop it into the trash.

So people spend between $10k and $20k for 7 seconds of your time.

And that's only if their mailer is on the top of the stack...

So what the Orange County Register (here and here) and the Daily Pilot (here) helped stretch those dollars out.

LOTS!

If someone threw those mailers out when they received them, then they got a second chance to see it.

If I were the people paying for the mailers, I'd be very, very happy.

If I were the people benefiting/hit in the mailers, I'd be very, very upset.

Talk about stretching your dollars...