Campaign View: Mariko Yamada Mail the Good and the Bad

As the campaign winds down, we will be looking periodically at some of the mail campaigns of the various candidates and more interestingly the independent expenditure campaigns.

Yesterday, I received two pieces in my mailbox in support of Mariko Yamada.

The first piece is an attack piece sent by the California Teacher’s Association. I do not know who decided that the parking ticket issue was a winning issue, but this is reprehensible for the CTA to stoop to these levels. These kinds of brochures are simply going to anger people and turn them off. The initial reaction to the story was most people at that time felt it was a non-issue and many were critical that the Yamada campaign was trying to make political points based on an issue of this sort. And yet here we are, we have seen several references to this issue and now a piece devoted to it.

It is ashame because the other piece in the mailbox was an outstanding piece–one of the best I have seen, also from the CTA. This is the kind of piece we would expect from the CTA and the kind of piece that would be extremely effective.

This is the inside of the piece, due to the size of the brochure I had to scan it in separately so it not continuous, but it is basically a group shot of ten local respected teachers. Each one has given a testimonial about why Mariko Yamada is their choice. This is a well done piece. It has familiar faces, so it is extremely powerful. This is the type of ad that the CTA should run. The other is beneath them.

For a candidate that pledged to run a clean race, the Yamada campaign and their surrogates have been extremely nasty. As I said the other day, run on your issues, your strengths, and allow the voters to decide. Most people I know are not going to base their decisions on whether or not Christopher Cabaldon had a large amount of parking tickets in Sacramento.

—Doug Paul Davis reporting

Author

  • David Greenwald

    Greenwald is the founder, editor, and executive director of the Davis Vanguard. He founded the Vanguard in 2006. David Greenwald moved to Davis in 1996 to attend Graduate School at UC Davis in Political Science. He lives in South Davis with his wife Cecilia Escamilla Greenwald and three children.

Categories:

Elections

104 comments

  1. I got that second mailer and was surprised that it didn’t even have a picture of Mariko on it! The piece basically said to me “white people support Mariko.”

    The first piece I saw and tossed. It was taped shut, and I figured it was just going to be a bunch of junk inside anyways.

    I’ve already voted. All this junk mail is useless.

  2. I got that second mailer and was surprised that it didn’t even have a picture of Mariko on it! The piece basically said to me “white people support Mariko.”

    The first piece I saw and tossed. It was taped shut, and I figured it was just going to be a bunch of junk inside anyways.

    I’ve already voted. All this junk mail is useless.

  3. I got that second mailer and was surprised that it didn’t even have a picture of Mariko on it! The piece basically said to me “white people support Mariko.”

    The first piece I saw and tossed. It was taped shut, and I figured it was just going to be a bunch of junk inside anyways.

    I’ve already voted. All this junk mail is useless.

  4. I got that second mailer and was surprised that it didn’t even have a picture of Mariko on it! The piece basically said to me “white people support Mariko.”

    The first piece I saw and tossed. It was taped shut, and I figured it was just going to be a bunch of junk inside anyways.

    I’ve already voted. All this junk mail is useless.

  5. The parking mailer did the voters a great service. It essentially said “the candidate sending this has got nothing useful to say about themselves…” It saves me a lot of time reading through all those annoying “issues”- instead I can simply vote against the sender.

  6. The parking mailer did the voters a great service. It essentially said “the candidate sending this has got nothing useful to say about themselves…” It saves me a lot of time reading through all those annoying “issues”- instead I can simply vote against the sender.

  7. The parking mailer did the voters a great service. It essentially said “the candidate sending this has got nothing useful to say about themselves…” It saves me a lot of time reading through all those annoying “issues”- instead I can simply vote against the sender.

  8. The parking mailer did the voters a great service. It essentially said “the candidate sending this has got nothing useful to say about themselves…” It saves me a lot of time reading through all those annoying “issues”- instead I can simply vote against the sender.

  9. “As I said the other day, run on your issues….”

    There is little difference between the two candidates on the issues..Voter evaluation of candidate character and integrity is Mariko Yamada’s issue. This kind of mailer is designed to “energize” those who are not Cabaldon supporters to get up out of their TV chairs and go to the polls on election day. At this late date,it is not designed to change voter’s minds.

  10. “As I said the other day, run on your issues….”

    There is little difference between the two candidates on the issues..Voter evaluation of candidate character and integrity is Mariko Yamada’s issue. This kind of mailer is designed to “energize” those who are not Cabaldon supporters to get up out of their TV chairs and go to the polls on election day. At this late date,it is not designed to change voter’s minds.

  11. “As I said the other day, run on your issues….”

    There is little difference between the two candidates on the issues..Voter evaluation of candidate character and integrity is Mariko Yamada’s issue. This kind of mailer is designed to “energize” those who are not Cabaldon supporters to get up out of their TV chairs and go to the polls on election day. At this late date,it is not designed to change voter’s minds.

  12. “As I said the other day, run on your issues….”

    There is little difference between the two candidates on the issues..Voter evaluation of candidate character and integrity is Mariko Yamada’s issue. This kind of mailer is designed to “energize” those who are not Cabaldon supporters to get up out of their TV chairs and go to the polls on election day. At this late date,it is not designed to change voter’s minds.

  13. I got the parking mailer and almost called the Yamada campaign even though it says not endorsed by any candidate….RIGHT! At first I even considered it was actually from Cabaldon designed to piss off Yamada supporters. Then I realized it was just that Yamada had no issues to discuss and was getting so desperate that she would allow her supporters to stoop this low. Who cares about parking tickets and late bills; I want discussion of issues not manufactured indignity.

    Fist Yamada sells out Davis over development and now stooping to dirty politics. Yamada really has changed from one of the politicians I personally liked and I thought I would always support at any level to one I didn’t even vote for.

  14. I got the parking mailer and almost called the Yamada campaign even though it says not endorsed by any candidate….RIGHT! At first I even considered it was actually from Cabaldon designed to piss off Yamada supporters. Then I realized it was just that Yamada had no issues to discuss and was getting so desperate that she would allow her supporters to stoop this low. Who cares about parking tickets and late bills; I want discussion of issues not manufactured indignity.

    Fist Yamada sells out Davis over development and now stooping to dirty politics. Yamada really has changed from one of the politicians I personally liked and I thought I would always support at any level to one I didn’t even vote for.

  15. I got the parking mailer and almost called the Yamada campaign even though it says not endorsed by any candidate….RIGHT! At first I even considered it was actually from Cabaldon designed to piss off Yamada supporters. Then I realized it was just that Yamada had no issues to discuss and was getting so desperate that she would allow her supporters to stoop this low. Who cares about parking tickets and late bills; I want discussion of issues not manufactured indignity.

    Fist Yamada sells out Davis over development and now stooping to dirty politics. Yamada really has changed from one of the politicians I personally liked and I thought I would always support at any level to one I didn’t even vote for.

  16. I got the parking mailer and almost called the Yamada campaign even though it says not endorsed by any candidate….RIGHT! At first I even considered it was actually from Cabaldon designed to piss off Yamada supporters. Then I realized it was just that Yamada had no issues to discuss and was getting so desperate that she would allow her supporters to stoop this low. Who cares about parking tickets and late bills; I want discussion of issues not manufactured indignity.

    Fist Yamada sells out Davis over development and now stooping to dirty politics. Yamada really has changed from one of the politicians I personally liked and I thought I would always support at any level to one I didn’t even vote for.

  17. The teacher piece is good but what it says is Davis has a lot of White teachers and needs to diversify some more. Nevertheless, it was a good piece.

  18. The teacher piece is good but what it says is Davis has a lot of White teachers and needs to diversify some more. Nevertheless, it was a good piece.

  19. The teacher piece is good but what it says is Davis has a lot of White teachers and needs to diversify some more. Nevertheless, it was a good piece.

  20. The teacher piece is good but what it says is Davis has a lot of White teachers and needs to diversify some more. Nevertheless, it was a good piece.

  21. The parking piece was an independent expenditure, folks. The Yamada campaign can’t legally call the CTA and tell them to run something.

    Of course, the campaign opened the door to the mailer by releasing a statement on the issue. However, once the cat is out of the bag, the CTA probably felt it was ok, even though Yamada got burned on the issue and moved on. There is no legal way she could have asked the CTA’s IE group not to run the mail piece.

    My point is: While it was stupid for Yamada to bring up the issue in the first place (and they deserved the continued blow-back) the can’t be held responsible for mailing this.

  22. The parking piece was an independent expenditure, folks. The Yamada campaign can’t legally call the CTA and tell them to run something.

    Of course, the campaign opened the door to the mailer by releasing a statement on the issue. However, once the cat is out of the bag, the CTA probably felt it was ok, even though Yamada got burned on the issue and moved on. There is no legal way she could have asked the CTA’s IE group not to run the mail piece.

    My point is: While it was stupid for Yamada to bring up the issue in the first place (and they deserved the continued blow-back) the can’t be held responsible for mailing this.

  23. The parking piece was an independent expenditure, folks. The Yamada campaign can’t legally call the CTA and tell them to run something.

    Of course, the campaign opened the door to the mailer by releasing a statement on the issue. However, once the cat is out of the bag, the CTA probably felt it was ok, even though Yamada got burned on the issue and moved on. There is no legal way she could have asked the CTA’s IE group not to run the mail piece.

    My point is: While it was stupid for Yamada to bring up the issue in the first place (and they deserved the continued blow-back) the can’t be held responsible for mailing this.

  24. The parking piece was an independent expenditure, folks. The Yamada campaign can’t legally call the CTA and tell them to run something.

    Of course, the campaign opened the door to the mailer by releasing a statement on the issue. However, once the cat is out of the bag, the CTA probably felt it was ok, even though Yamada got burned on the issue and moved on. There is no legal way she could have asked the CTA’s IE group not to run the mail piece.

    My point is: While it was stupid for Yamada to bring up the issue in the first place (and they deserved the continued blow-back) the can’t be held responsible for mailing this.

  25. I can’t believe they went with the parking issue… there are a lot of issues you can go after Cabaldon on…but parking tickets!?

    I voted for Mariko, but this is ridiculous.