IN PRAISE OF COPYWRITERS

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What spirited ad copywriter has not at one time or another been maligned by the literary or moral purists who seem to be ever-present?

Not many, we're sure. So, amicus curiae, we were delighted with our April 17 issue's observation by Clay S. Felker, father of so-called literary journalism:

"Magazines are still too linked to newspaper culture. What I have done in a class I'm teaching [at the University of California, Berkeley] is bring in a top guy from Goodby Silverstein and have him show our magazine students how his agency solves creative problems.

"The students have a wonderful time getting inside how you sell something in southern California vs. in northern California. These students are eager to understand what Holier Than Thou journalists refuse to learn from these ad techniques. And they're just that-techniques. They're not perversions of journalistic standards."

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