VIEWPOINT;LETTERS TO THE EDITOR;ZENITH DOING WELL;SEAGRAM WILL SHOW CARE;FORD A WINNER, TOO;RADIO DESERVES MORE;DOLE AND BURGER KING;CORRECTIONS

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I would like to address the key points made in the front page article about Zenith Media (AA, July 8). While not willing to discuss any individual client's business, it is important to correct the false impression your readers may have been given. Contrary to the article, Zenith is making considerable prog-ress.

nIn our first 18 months our business has grown through the retention of all our media clients together with a number of new appointments.

nOur management group includes some of the most highly respected leaders in the industry. These "media mavens," as they are called by your magazine, include Betsy Frank, Peggy Green, Janice Clements and Bonita LeFlore.

nWe develop a tailored media strategy for each individual client. It would be unprofessional to snub any media vehicle if that action were to compromise the integrity of the client's objectives.

nThe article stated our local broadcast group employs "about 100 people" and that 135 to 150 are needed. In the interest of accuracy, we currently employ 138 in seven regional buying offices.

Zenith is a unique global brand. It provides a dynamic response to today's changing media environment. To be successful we require a team effort to deliver the smart efficiencies and customized solutions clients are seeking. The professionals now in place are committed to this goal.

Steve King

Exec VP-general manager

Zenith Media

New York

Seagram accepts the challenge of exercising a leadership role in using electronic advertisements in a responsible way (AA, June 24).

In the past, we, along with other distilled spirits companies, voluntarily refrained from spirits advertising on broadcast media. The voluntary industry restraint, adopted over half a century ago, took into account the limited capabilities of broadcast media of the time.

Today's broadcast media landscape has a completely different configuration. We can now target audiences in a way that was not possible many years ago, and we believe we can use modern media with complete adherence to our principles of tasteful and responsible messages aimed at individuals of legal drinking age and above.

®¯Our decision to use television advertising was a natural extension of our two abiding principles regarding advertising. First, we never target our messages toward children, although we recognize society does not permit impenetrable barriers to impede our kidsfrom seeing the world around them. Second, Seagram has always adhered to the principle that our advertising messages must tastefully reflect our respect for the cultural standards of any locale where we are in business.

Marketers of products not suitable for children bear special responsibilities. Seagram has addressed those responsibilities with care for generations. Presenting our spirits products on television will in no way change that tradition.

Arthur Shapiro

Exec VP-marketing & strategy

Seagram Americas

New York

My commendations to Advertising Age and your editors who compiled "The Marketing 100" listing featured in your June 24 issue.

While the recognition was well deserved by these marketing men and women, let's add a "post script" salute to the brand managers at Ford.

Their collective marketing skills have resulted in Ford having five of the top 10 selling vehicles in the U.S.

Certainly an accomplishment to be recognized.

Peter A. Schweitzer

President, J. Walter Thompson Co.

Detroit

I have complained about this before and have never received a satisfactory answer.

Regarding your "The Best Awards:" Why not just call it "The Best of TV Awards" and forget about other media? You do, anyway. Ten television awards, recognized by product category, and one each for radio, magazines, newspapers, out-of-home and interactive.

I can't speak for the rest of the radio industry, but I would prefer you to omit radio rather than treat us as second-class citizens.

Sanford Josephson

Executive director, New York Market Radio Broadcasters Association

New York

Although I never would have thought of comparing McDonald's Arch Deluxe with President Clinton (AA, June 24), I think Rance Crain might have hit on something while missing the mark. McDonald's, just like President Clinton, is No. 1 because of a willingness to take chances and lead. Admirable qualities both Burger King and Bob Dole lack.

Despite the success both may initially enjoy by taking aim at the competition, don't forget that nothing kills a bad product faster than good advertising. Have you ever seen Bob Dole speak?

Randall L. Crane

rlcrane@ix.netcom.com

In "Krakoff plans an international surge for Advanstar" (July 8, P. 3), James Alic is joining Advanstar Communications as vice chairman.

In "House of Blues brings musical fair to Games" (July 1, P. 8), the House of Blues is building its venue not in Atlanta Centennial Park but at a location a few blocks away; the venue was approved by the city, not by Atlanta Centennial Olympic Properties; and the chain hasn't become an official sponsor of the Games, but it has an agreement with ACOP to sell apparel with Olympic marks through House of Blues outlets.

In "The Marketing 100" Special Report (June 24), PDS' revenues for the fiscal year ended June 30, 1996, should be $7 million (P. S-12). An incorrect first name was given for Gilbert Davila of Sears, Roebuck & Co. (P. S-18). Also, the agency for Jell-O's kids advertising is now Young & Rubicam, New York (P. S-22).

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