Candidates count cost of the race

The more contentious the issues, the more candidates who run, the better it is for Steve Reynolds, owner of Sign Pro in Carson City.

It's a lucrative season for printing and sign businesses. It means political signs on lawns, and mailboxes stuffed with flyers. In an election year, campaign signs represent a 15 percent share in Reynolds' annual income.

"The extra business is worthwhile," he said Friday. "In my business we might do anywhere from $10,000 to $45,000 worth of political signs in a campaign year."

All the components needed for a profitable election season came in 2002, Reynolds said. Several candidates in high-profile seats. Popular local measures. Good local races.

"I think the difference for me is whether there are competitive local races or local issues," he said. "The statewide races tend to buy stuff from the bigger cities."

Some of this year's crop of fresh-faced local candidates are shying away from expensive campaigns. Some swear they will keep costs low, and one of the ways they will be doing that is by scoffing at signs and mailers.

"Nothing."

That's what Neil Weaver is spending on his run for Carson City supervisor. He calls mailers an annoyance and signs a blight on the community. Pete Livermore, the incumbent, said he'll be spending up to $20,000.

Another local school board candidate is taking a similar stance. Barbara Howe expects to spend only a few hundred dollars on her campaign. An environmentalist, she loathes to send "junk mail." But if she has to, she will only use recycled paper and soy ink.

One of her running mates was surprised by the financial expectations required of those running for public office. Roger Kirkland expects to spend several thousand on his bid.

"A candidate needs to spend 50 percent of their time fundraising," he said. "That's a general rule for any campaign."

The anatomy of a print-based campaign goes like so: First you have your introduction piece with a photograph, which is a brochure or card given out at speaking events, said Livermore, who is running against three other candidates for Ward 3. Then you have the mailers.

Charlie Kuhn, running in ward 3, estimates he'll spend $4,000, with the most substantial portion on flyers and signs. Joe Eiben, who's also running for supervisor, said he will spend money on flyers and business cards. Bonnie Parnell, incumbent in state Assembly district 40, said four or five waves of mass mailings cost about $35,000.

"In the last campaign I was amazed at inflation," she said, "with the cost of newspaper (advertising), mailers and anything printed. So I would imagine this race is going to cost me $100,000."

John Wagner, one candidate running against Parnell, said all this campaign spending is one way to lift the economy.

Candidates have to budget for thank-you notes to supporters, newspaper advertising, TV promotions.

"This is a big business, from the trinkets and signs to political consultants," Livermore said.

Fast Signs has already started printing jobs for races in Lyon County. Lisa Skelley, manager of the Carson City store, said a batch of 10 full-color signs costs about $600.

"It's not cheap," she said. "Most of the time they want graphics and nice photos."

• Contact reporter Becky Bosshart at bbosshart@nevadaappeal.com or 881-1212.