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WASHINGTON, DC - Nov. 4: Hal Malchow, 59, who pioneered the craft of micro-targeting political messages, is closing down his company, MSHC Partners, which has provided direct mail, fundraising and online strategies for progressive candidates and organizations. He stands next to a mailbox in the lobby of his organization. "I think advertising has moved further and further from the truth, and I just decided that I didn't want to do it anymore," says Malchow, who has worked in the direct mail field for 25 years. Shutting down his firm isn't a protest, though; Malchow wants "to do some different things."  (Photo by Scott J. Ferrell/Congressional Quarterly)

WASHINGTON, DC - Nov. 4: Hal Malchow, 59, who pioneered the craft of micro-targeting political messages, is closing down his company, MSHC Partners, which has provided direct mail, fundraising and online strategies for progressive candidates and organizations. He stands next to a mailbox in the lobby of his organization. "I think advertising has moved further and further from the truth, and I just decided that I didn't want to do it anymore," says Malchow, who has worked in the...
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