UNCOMMON SENSE: SUBWAY VOTES RINEY: DOUBLE STANDARD: GROWING SMART: TOUTING EXPO:CORRECTION

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Uncommon Sense

Rance Crain's advice to the ad industry ("Some things are just wrong . . ." AA, Nov. 18) was excellent. He also put his finger on the problem: no common sense.

As someone once said: "The least common of the senses is common sense."

Jack Trout

Trout & Partners

Greenwich, Conn.

Subway votes Riney

There are no current plans to air the Hively Agency's low-fat commercial on network (AA, Nov. 25, P.2). Unlike your headline, "uncertainty" regarding the Riney work "lingers" only in Advertising Age.

I was at the board meeting in Boston and can assure you the Subway Franchisee Advertising Fund Trust voted unanimously and consistently with their previous decision to move forward with the Riney strategy and campaign.

It is ours and our client's goal for national and local to work together. As partners. Hively's work is solid and we're glad they are on the team.

Barry Krause

President

Hal Riney & Partners Heartland

Chicago

Double standard

I am very bitter after looking through Ebony magazine's anniversary

issue and seeing all the advertisers who invested their money.

This has nothing to do with Ebony itself, which is a terrific publication reporting on and serving its community. But Vista does the same for the Hispanic community and. .*.*. I feel angry toward advertisers who support African-American publications like Ebony but will dismiss Hispanic publications like Vista and its over 3 million Latino readers.

Why dismiss Vista? Because its readers speak English. .*.*. The problem is most advertisers correlate the value of Hispanic consumers with the amount of Spanish they use .*.*.

The 18 million English-speaking Hispanics are not culturally sterile. We're Hispanic Americans and we prefer advertisers respect our unique U.S.-based culture and stop patronizing our supposed language limitations.

Place the same value on our lifestyles and magazines as you place on African-Americans and their magazines.

Raul Chavarria

Oak Park,Ill.

Growing smart

"Start small and grow with the market"-what a concept! ("Web reality" editorial, AA, Nov. 25.)

That's our business model, and you're right, it works. We launched JavaWorld, our Web-only magazine for Java language developers, in February and it's already profitable on ad sales alone.

Our other two Webzines, SunWorld (for Unix professionals, started July 1995) and NetscapeWorld (for Web developers, started March 1996), we expect to turn profitable by the middle of next year.

We've kept things small: We have only 20 people for all three magazines. Yet our editorial quality, and degree of reader enthusiasm, is second to none.

On Dec. 10 we will launch NC World, a magazine for professionals in the new field of network computers, once again following your model: a small staff of experts, piggybacking on existing resources, and growing with readership and ad revenue.

In markets with high uncertainty and little conventional wisdom, an enthusiastic shoestring launch lets you make lots of fast, cheap mistakes-the only way there is to find the best path to profitability.

Works for us.

Michael McCarthy

President, Web Publishing

San Francisco

Touting Expo

I was fascinated by your special report, "Countdown to 2000," in

your Nov. 18 edition. Companies and their marketers have a real challenge ahead of them as they compete for positions in the 21st century by trying to project the most accurate vision.

Many are planning to take advantage of the hundreds of New Year's Eve celebrations being planned in all corners of the globe. Probably the best forum for company's visions, however, will be taking place later in the year at the 2000 World's Fair in Hannover, Germany. "Expo 2000" will welcome 40 million people from around the world.

Over a five-month period these people will pass through the gates of Expo with questions about the future and what it holds for them. The best (and smartest) companies in the world will be there to greet them.

Bob Mazzone

ISL Marketing

{Robert.Mazzone@ismus1.infonet.com}

Correction

In the chart titled "Telecom's ad communicators" (Nov. 25, P. 27), it is McCann-Erickson Worldwide's San Francisco office that handles AT&T Corp.'s advertising for wireless.

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