Slate columnist Sasha Issenberg will appear on the Hendrix College campus at 4:10 p.m. Monday, Oct. 8, to discuss his new book "The Victory Lab."

The talk, sponsored by the College’s Project Pericles program, will take place in the Murphy House Seminar Room.

Issenberg covered the 2008 election as a national political reporter in the Washington bureau of The Boston Globe, and his work has also appeared in The New York Times Magazine and The Washington Monthly.

His book presents the untold story of the analytical revolution upending the way political campaigns are run in the 21st century. "The Victory Lab" follows the maverick operatives and academics now calling the shots in some of the most cutting-edge war rooms, in the process transforming the highest-stakes industry in the country. Armed with research from behavioral psychology, data-mining and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns currently believe they know who you will vote for even before you do.

Issenberg uncovers the secret history of modern American politics, pulling back the curtain on these revolutionary tactics and strategies, which helped to decide the 2004 and 2008 races and have become essential to the campaigns of Barack Obama and Mitt Romney.

Jay Barth, the director of civic engagement projects at Hendrix, said in a news release that understanding how campaigns target voters is important as voters plan to cast ballots on Election Day.

"It is crucial that we all understand the growing sophistication of campaigns in targeting voters," Barth said. "Some will find Issenberg’s analysis fascinating and others will find it disturbing. But, everyone will recognize its importance."

For more information, contact Barth at or 450-1319.