LETTERS TO THE EDITOR;WRONG TO CENSOR O.J. VIDEO MARKETER?;STORY MISSED LAZARUS; SOCCER DELIVERS NOW;X-RATED APPEAL;CORRECTIONS

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Although I have never been a big O.J. Simpson fan, I've been shocked at the hypocritical approach the media has taken to the marketing of his video. I was pleased to read Rance Crain's column addressing this issue (AA, Feb. 19).

The profits to the media have been enormous as a result of this sad case and many complete unknowns are making a mint. But aside from that I agree that the advertising professional community should speak out against the virtual ban on the advertising of this video. Otherwise, every time there is a product perceived to be unpopular, it too will be censored.

It concerns me that some of our advertising associations have not been vocal against this reactionary situation.

Ingrid Landis

Advertising manager

California Dental Association

Sacramento, Calif.

I make my living in the direct response television business and, speaking for the many legitimate members of the industry, we would like to encourage O.J. to seek employment elsewhere....

The legitimate infomercial industry has enough trouble dealing with the charlatans that plague the direct response airwaves, much less having to deal with O.J. It's been a continual struggle to undo the damage done by the creeps who see direct response television as the perfect venue to make a million bucks by ripping off unsuspecting consumers.

I've been pleased to see that over the last few years we had finally begun to win the war, as great companies like Apple, Toyota, Sony, Magnavox, Sears and dozens of others discover the power of direct response TV. This is no time to give up and turn the business back to the con men, especially to make way for O.J.

Tim O'Leary

President, TV Tyee

Portland, Ore.

The omission of George Lazarus' Chicago Tribune marketing column in your March 18 "Marketing column melee" story will be noticed by lots of midwestern readers. It almost looks like you limited the story to "national" dailies in order to ignore George.

Your feature would have been more complete had you included the Tribune in your ad revenue graph and mention of George's column in your story. The George Lazarus marketing column pre-dates most, if not all, of the advertising columnists mentioned in your story. And if you were to count the number of real marketing "scoops" in these newspaper features, my guess is that George would lead the pack.

Duane Placko

Advertising sales supervisor

Petersen Magazine Network

Chicago

As noted by Jeff Jensen in his story on Major League Soccer's "new game plan" (Events & Promotions section, AA, March 11), U.S. sports audiences "still favor sports leagues heavy on entertainment, high scores and TV-friendly formats."

While the MLS will begin their push to that audience in April (hopefully, with great success), the U.S. presently enjoys professional soccer that caters to the audience Mr. Jensen noted.

I have directed clients towards the Buffalo Blizzard of the National Professional Soccer League for some time, because of the high-scoring, fast-paced excitement of the game and the rabid loyalty of its adult and youth fan base.

With the Blizzard's recent attendance of over 13,000 students for a mid-morning "school day" promotion, and the second year of an ESPN-ESPN2 TV contract, this team and this league are delivering the sport and the audience to marketers right now!

Peter K. O'Connell

O'Connell Marketing Communications

Buffalo, N.Y.

Amazed by the Surf ("GRRass stains") ad on Page 1 of the Feb. 19 issue of Advertising Age, I assked three people what word in the ad stood out, and each replied, "ass."

You refer to this Ogilvy & Mather ad as "offbeat" and having "Generation X appeal."

"Offbase" with "X-Rated appeal" would be more to the point.

I'm positive that the O&M creative people, as well as the client, Lever Bros., knew exactly what they were doing and the reaction it would get. I doubt, however, that David would have approved this ad, which belongs in your "Ads we can do without" category.

Barry McCabe

McCabe Marketing Communications

Westport, Conn.

I'm all for liberalizing the use of language in art and entertainment to more realistically reflect societal norms. It's easy to change the channel if you don't like it. But the backhanded way Surf slips in the "A" word is just too cute. It is sure to surprise and offend at least some of the magazine readers who happen upon it. A risky way to sell soap.

Eric Riback

Riback & Co.

Charlottesville, Va.

Corrections

In Photo Review (March 11, P. 24), in the photo of the Cleveland

Advertising Club awards, Debbie Klonk of Corn Fed Advertising is on the

right, and Jeanette Graselli Brown of the Cleveland Scholarship Programs

is on the left.

In F.Y.I. (March 11, P. 38), E.J. Sarraille & Co., Palo Alto,

Calif., is the incumbent for Loews Hotels, not Pallas Advertising, San Francisco, as reported. Pallas and Sarraille have agreed to a merger but haven't completed it yet.

In "Marie Claire clocks in for time-pressed women" (March 11, P. S-12), the magazine's ad agency is Landey & Partners, Grounds Morris, New York.

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