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VIEWPOINT;LETTERS TO THE EDITOR;CORRECTING CHRONOLOGY;HELP FOR PSAS;FROM X-ER TO N-GEN;BALANCED STORY

Published on .

Great story and perspective on Internet banner advertising (AA, Oct. 21). One small point of clarification in the chronology: While CMP did carry ads on its TechWeb site when it launched in November 1994, it was in September 1994 that CMP's Interactive Age launched its print and Internet versions simultaneously with ads from AT&T, MCI and Tandem, one of which even carried audio after clicking on the banner (not that anyone would have waited for audio way back in the dark ages of 1994!).

Your coverage of the Internet has gotten great, and I especially enjoy the new NetMarketing.

Charles Martin

Founding publisher, Interactive Age

Just a note to comment on your editorial relating to the Partnership for a Drug-Free America. It was good.

In asking, begging, pleading with local media to increase their contribution of public service ads, there is nothing like being able to point to an industry's bible for confirmation and corroboration.

It sure helps. Many thanks.

Walter Ohlmann

President, Penny/Ohlmann/Neiman

Dayton, Ohio

I read "The rise of the net-generation" (Forum, AA, Oct. 14) and was stunned to find that, yes, my recurring role as lost twentysomething had again been recast. At 25 I have been labeled "slacker," and-ho-hum-"Generation X." And just when I decide that all these labels are just lame attempts at naming a faceless fear, you redefine me again. This time you call me "Net Generation." Why people ages 25 to 29 were called Generation X yesterday and suddenly N-Gen today is beyond my cynical, alienating and rejectionist mind.

[Author] Dan Tapscott proclaimed this new generation spends all its time speeding down the information superhighway and ignoring TV .*.*. in favor of a choice-filled world of Volvo statistics and computer systems analysis. Reboot for a second. . . . Rename the highway "Entertainment Avenue" and you're getting somewhere. Just because worlds of information exist at every exit doesn't mean N-Gens will get off the Genius ramp. If the Net is a highway, most people are parked at the roadside arcade.

So leave me out of this N-Gen argument. In glorious rejectionist style, I'll stick to Generation X-even ignored or dismissed-if that's what you have to call me. The reason you fumble for a definition for me is because none fits. People like me don't believe that information = savior, or genius, or God. In fact, the reason we don't believe in any one thing is that we swallowed it all young and learned fast as we grew to take nothing for granted.

We define us. And we define our world. And when we sit in front of our computer screens (or our Ad Age), we know that the only thing that saves us from being your erasable hard drives is that we'd rather not automatically reach for the mouse or the reset button.

Tina L. Dayhoff

Marketing department

Foundation Fighting Blindness

Hunt Valley, Md.

I think that the article by Don Tapscott is spot on with the current trends in children's entertainment.

You only have to look at the declining ratings of "children's programming" on television and the huge increase of "edutainment" children's CD-ROM titles to see that interactivity is in with kids.

But it is in with adults, too. It's time that more marketers and companies take a serious look at what is happening out there and wake up to the opportunities.

Minsoo Pak

Director of multimedia

Ogilvy & Mather

Thank you for your well-written article regarding Mazda Motor of America and its reaction to ABC's show "Ellen." Your informal survey, which showed that most other ad executives would not react in Mazda's backward way, showed that Advertising Age values balanced reporting. The article looked past the hype to the true bottom line of "Ellen" sponsorship.

I applaud your effort.

Amy Hughes

New York

I would like to commend you on your fair and accurate coverage of the ramifications of Ellen Morgan's coming out on "Ellen." As a summer intern at a New York agency and an out lesbian, I think Mazda's equivocations are despicable. I want to thank you for showing that cowardice and trepidation in the face of social justice are not the norm, and that other advertisers and other agencies take a more progressive stance toward civil rights for gays.

Dorie Clark

Smith College

Northampton, Mass

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