VIEWPOINT;LETTERS TO THE EDITOR;ELECTORATE NEEDS MORE;M&M SPOTS USE CGI;FISHING NO. 1 SPORT;IN DEFENSE OF ELEPHANTS

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Rance Crain's column on TV coverage of the conventions, and your editorial, "Info-ventions?" (AA, Aug. 26), are beacons of light where newspapers and other print media have failed to shine.

Is there no initiative or sense of responsibility left in any network to do more than its competitors? And do the "news types" and the executives to whom they report truly believe that broadcasters' ego exercises, rather than meaningful coverage of pertinent content, are what tune viewers in?

For the electorate to be adequately informed, the nation's quadrennial presidential elections deserve infinitely more-especially in the light of the re-run morass that this month's limited TV coverage preempts.

Edward H. Zimmerman Jr.

New Canaan, Conn.

Rance Crain's column, "Bring back John Tesh," is right on target. The major networks did a pathetic job of covering the Republican convention. I'm sure the ratings were low because of the way the networks cover news, not because of lack of interest.

I heard recently that the top three networks have lost almost 30 million viewers of their evening news programs in the past 10 years, which is a reflection of the poor job they are doing.

For a convention, tune in C-Span. Hopefully, some day C-Span will sell advertising!

Gregg McConnell

Modern Salon Magazine

Canoga Park, Calif.

Bravo! Mr. Crain, you yourself hit a home run with your commentary. The networks as well as most of the larger news organizations have long been devoid of any real objectivity in reporting. Their coverage of the Republican convention was further proof of that. I was waiting for at least one of the networks to simply declare its full endorsement of the Clinton ticket!

It's nice to see that there are a few high-ranking communications industry people, like yourself, who are not afraid to point out the obvious.

Michael Kline

Pittsburgh

We are delighted your staff has considered the work of Will Vinton Studios worthy for inclusion in your publication. But each time you have mentioned our work on the new M&M's campaign for BBDO's client M&M/Mars, the articles have cited the technology in the spots as Claymation. In fact, every spot has combined Computer Generated Imagery (CGI) with live-action.

Will Vinton Studios works both in stop-motion technology (including Claymation, which is their registered trademark) and maintains an increasing presence in CGI. The key to the studio is breathing believable life into inanimate objects and utilizing the technique best suited for a given production. In the case of M&M's, all the spots utilize CGI.

Sandi Serling

Publicist, Will Vinton Studios

Serling & Associates

Lake Oswego, Ore.

Over the years I've come to rely on and enjoy your publication, particularly your Events & Promotions section. I've found Advertising Age to be informative, factual and on the cutting edge. In fact, I've often quoted your articles and even given subscriptions to friends and colleagues.

Upon reading your article on the American Poolplayer Association, I must once again dispute the APA claim as America's No. 1 leisure sport. There are a number of sports that lay claim to the No. 1 status, all of which use their own creative means of establishing a number.

The true title of America's No. 1 leisure sport belongs exclusively to fishing. This is irrefutable and is documented by the number of fishing licenses sold in America, which exceeds 60 million annually. The number of participants actually exceeds that number because individuals under the age of 16 are not required to purchase a license, plus many people simply do not purchase a license.

Operation Bass is the acknowledged leader in the tournament fishing industry, administering more events, in more locations, with more participants than any other organization. We also boast a 17-year history of helping our sponsor companies capture the blue-collar, outdoorsman market, with numerous retail tie-in promotions, direct mail campaigns, multi media advertising and PR exposure, plus various on-site promotional programs. We have a strong corporate sponsor family that reads like a who's who list.

Sam Youngwirth

Director-sales and marketing

Operation Bass

Gilbertsville, Ky.

While I agree (sort of) with the fact that the ad [showing an elephant on Rollerblades-Letters, AA, July 15] isn't that great, I suggest [letter-writer Bill] Stevens do some reading about elephants.

They are quite powerful, reasonably intelligent and quite fast indeed (30-plus mph).

Craig Monson

Advertising-promotion designer

Oster Communications

Cedar Falls, Iowa

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