COMAILING CONCERNS; NOT A MAGIC EYE JOB; LEARN FROM OLD RADIO SPOTS; NEGATIVE BOYCOTT;PCERS IN PRLAND;A BIT OF INACCURACY

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In your Aug. 7 issue, a quote attributed to me has left people with the mistaken impression that I was unopposed to the prospect of comailing monthlies.

The quote comes from a lengthy conversation with your writer, Keith Kelly, and by itself does not do justice to the entire conversation. I cited many examples of why comailing is not the answer to the misguided attempt to split second class, offering concerns about:

Comailing tabloids and standard-size pieces.

Comailing pieces with a thickness variance of over 1/2-inch.

Impact on a publisher's ability to accept late advertising or cover late stories when other titles would be affected (or the publisher financially penalized).

The cost of comailing and dropshipping taking as much as 50% to 75% of the savings.

And yes, the time a bound issue waits for the rest of the mailing pool to finish (which is where I expressed the concern for weeklies as opposed to monthlies).

In addition, I also cited many positive things that Cahners and other short-run publishers see in the reclassification case. We support using certified software, centralized postage payment, barcoded labels for containers, more "containerization" (palletizing) and mandatory barcoding for publications that meet the automation criteria. We would like to see barcoding expanded for tabloids and publications weighing over 16 ounces.

Louis Bradfield

Distribution director

Cahners Publishing

New York

One of the first decisions Tom Baccei (creator/artist, Magic Eye) and I made to separate ourselves from the countless artists creating autostereograms was to give our designs a name, license out the art and publish a book.

Bob Garfield's AdReview of Barq's Stink-N-Stare (AA, Aug. 21) is another form of confirmation that we achieved our goal when creating this fad.

While we did create ads on occasion for General Mills, Pepsi and Nestle, to name a few, the stereogram in the Barq's promotion is not a Magic Eye design.

Other than that, Garfield is once again pretty much on target, and while he didn't come right out and say it, we think [Barq's Marketing VP] Richard E. Hill is about as good as anyone can get.

Mark Gregorek

Blue Moon Licensing

Ramsey, N.J.

Those who write commercials, especially for radio, should go back to radio's "golden years" and listen to the sellability in commercials for Fatima cigarettes, Auto-Light spark plugs and Roma wines, among others.

No cutesy endings, no make-believe children's voices, no foolishness. The commercials worked; they sold product and would today.

Jerry L. Luquire

Brentwood Publishers Group

Columbus, Ga.

I have not written a letter to you since I worked in advertising some years ago, but I have become incensed with the irresponsibility of agencies and companies in their advertising.

Perhaps it started with politicians throwing mud at each other. Perhaps it has been with us for ages, but a major campaign by two of the long-distance carriers has really upset me. AT&T and MCI have been blanketing the TV and radio networks with a terrible set of (very expensive) ads, none of them very helpful to the consumer (but very good for the networks). I think they might start thinking about paying off the national debt with what they are spending. It would certainly do us a lot more good than the way they are using it now.

Do you suppose some of the mud-slingers might start looking around for a few new creative people to do some decent ads for their phone clients? In the meantime, I am going to start my campaign to switch all of my friends to any other long-distance carrier.

Further, I plan to get a list of all the clients of any agency that does negative advertising for anyone and boycott all of them. I have plenty of time on my hands now that I am retired and can get online and spread the word across the country.

Peggy Cartwright

San Francisco

With pomp, the politically correct brigade announced its presence at this year's Silver Anvil awards ceremony. Jeers greeted The Citadel PR award, as you reported (AA, June 19). Why? Some so-called professionals probably felt it politically incorrect for a public relations firm to defend The Citadel in Miss Shannon Faulkner's battle to enter the all-male institution.

One might assume from the unprofessional attitudes of a few that some industry leaders have shied away from advocating public relations counsel for an unpopular cause. So they fear a misperceived backlash from such a strategic tactic? Or is it simply more comfortable to sit back, spit out press releases and let their legal brethren handle the "dirty work" of issues and crisis management when a cause just isn't PC?

Kip Keenan

President, Regan & Keenan

Public Relations Counselors

Charleston, S.C.

While I enjoyed the article on videogame sampling in your July 17 issue, I noticed (not for the first time) some inaccuracies regarding Ad Age's descriptions of the next-generation game systems.

Neither Sega's Saturn nor Sony's Play-Station are "64-bit" game players, as stated in the article. Both are 32-bit systems.

In an industry where the number of bits and bytes and processors and polygons play such a huge factor in determining the performance of a system, it is all the more important to make sure they are represented properly.

Robert Rhode

Janesville, Wis.

Advertising Age welcomes letters to the editor, but we ask that they be held to no more than 250 words in length. The editors reserve the right to edit letters. Address letters to Advertising Age, Viewpoint Editor, 740 Rush St., Chicago 60611. Fax: (312) 649-5331. Letters can also be posted through the Ad Age Bulletin Board on Prodigy, or by Prodigy E-Mail at EHBU73A@prodigy.com.

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