The Madeleine Brand Show

The Madeleine Brand Show is a daily, two-hour program that looks at news and culture through the lens of Southern California. Hosted by Madeleine Brand

Buttoning-up the GOP primary

by The Madeleine Brand Show

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Buttons showing former president Ronald Reagan are display at the California Republican Party Convention in Los Angeles, California. Kevork Djansezian/Getty Images

The ongoing GOP primary may be bad news for Mitt Romney, but it's great news for the "campaign industrial complex." Pollsters, strategists, ad companies and political merchandisers all pull in more money the longer the race lasts. Mort Berkowitz is part of that group — he's the president of Bold Concepts Unlimited, a New York City-based company that makes political buttons.

He's produced more than 400 buttons for this election cycle — dating back to early candidates like Herman Cain and Michele Bachmann — and sold more than four times what he would have if a single candidate secured the lead early on. His biggest sellers this year? Anything that makes fun of a candidate, like "SANTORUM: EMPEROR OF THE 13th CENTURY," "ROMNEY: THE REAL GORDON GECKO" and "THE GINGRICH PLEDGE TO AMERICA — I WILL NOT CHEAT ON MY THIRD WIFE."


Mort Berkowitz owns Bold Concepts Unlimited, a button-making company in New York City.

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