SAY NO TO TRIAL COVERAGE; DOGGIE DOMAIN ALREADY HERE; MENTOS ADS NOT SWEET; EXPECTING ONLY A CHUCKLE; ENDING A LETDOWN; CORRECT BUT BEFUDDLING

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With all the network panic about losing an estimated $13 million per day in ad revenue by airing the O.J. Simpson trial, your article (AA, Sept. 26) surprisingly failed to address the easiest solution: Say no to the trial and stick to regular programming.

Every channel broadcasting this circus will only be dividing the entire audience among themselves while alienating their everyday daytime viewers. The network that jumps off this bandwagon and sticks to regular programming will be rewarded with not only a satisfied audience but satisfied advertisers.

Chris Klett

Faber Shervey Advertising

Minneapolis

In re "It's a dog's life, and it's time to cash in on trend" (Forum, AA, Oct. 3): [Author] Michael Reinemer, you are too late. This is not an emerging trend, it is a reality.

There are stage-specific and needs-specific dog foods ... even dog food for vegetarian dogs. You can buy specially baked cakes for Max's birthday. You can even insure your dog against catastrophic illness.

There are self-help books for dogs written by animal behaviorists and psychologists helping Max reach his inner self.

There are dog fitness centers and parks and upscale grooming salons ... There may not be an interactive videogame, but "That's My Dog' on the Family Channel is an interactive game show where dogs compete for prizes, most notably a year's supply of Kibbles 'n Bits dog food.

There are fashion catalogs for dogs where you can buy designer leashes, coats and accessories for hundreds of dollars. Dogs can even enjoy a shopping experience at the local PetsMart store.

And, Mr. Reinemer, there is Prodigy for dogs. A place to discuss dog food, treats, toys, behavior and to share their loss when their furbaby passes over the rainbow bridge.

Jane Horowitz

Director of strategic consumer programming development

Pet Foods division

Quaker Oats Co.

Chicago

In regard to the article "Mentos: Cool advertising freshens older brand" (Brand Forecast, AA, Oct. 3):

The commercials for Mentos candy, in my opinion, are in the top ten most annoying currently airing on TV. I don't know what is causing sales in the U.S. to go up for Mentos, but I have a hard time believing it's their advertising.

I could best describe these ads as "cheesy" and, for me, watching one is the equivalent of listening to someone run fingers down a blackboard. They come off as being tacky, low-budget and lacking in creativity. I can't reach for the remote fast enough to change the channel before that ridiculous jingle comes on.

T. Johnson

Orange, Calif.

In response to Bill Mostad's letter accusing J. Walter Thompson of stealing its "pregnant man" ad from Saatchi & Saatchi: It would seem that you don't get the joke!

Lighten up, man. As they say, nothing's new under the sun. A good number of us recall the ad to which you referred. It's a classic! We all understand that imitation is the most sincere form of flattery.

One would gather that JWT is not presuming to dissuade unplanned pregnancies, they're merely giving themselves a much deserved pat on the back. And, for those of us who still have a sense of humor, a little chuckle.

Ginger Geiger

Hitchcock, Fleming

& Associates

Akron, Ohio

I was incredibly offended by the ad for New Woman magazine that appeared in Advertising Age's Sept. 19 issue.

The ad pictures a man deep in thought, and the copy reads: "we met on a blind date. and she's been opening my eyes ever since. maybe it's because she always has hers open. constantly growing. never settling. thinks mediocrity is worse than failure. boy does she have great legs."

Is it just me? Here I thought he was contemplating the mind of a bright, secure businesswoman, and all he really wants is to get into her pants. I can just see staff meetings at the office of New Women-"We'd all like to congratulate Ken on his excellent article on healthcare, and thank him for his contributions to the food drive. And Ken, have you been working out? Your buns are really tight today!"

Some alternative endings were suggested by female co-workers:

"... failure. and she's my mom."

"... failure. she's really on her way to the top."

"... failure. boy has she made it."

Let's all try to celebrate the advances women have made in the workplace without bringing us back to the bedroom.

Sondra Arbeter Webber

Advertising manager

Geotenax Corp.

Baltimore

I feel now that I must defend myself regarding the Northwest Airlines ad copy, "We fly better than they, and they cook better than we" (Letters, AA, Sept. 19, Oct. 3).

Of course it is grammatically correct. We live in a semi-literate society, however, and most people who saw the ad probably hesitated and said, "That doesn't sound quite right" (my test cases did).

I felt it was a poor ad because whatever message Northwest was trying to convey fell on befuddled eyes. Couldn't this copywriter, whose grammar was so wonderful, have conjured up a snappier, more memorable and just as correct line?

Diane L. Schirf

Chicago

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