Letters, August 11, 2008

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Show some evidence for DTC claims

RE: "Ad Industry Should Follow IAA's Lead in Furthering Responsibility." Rance Crain's attack on direct-to-consumer advertising would be more interesting if it cited some facts. On the other hand, facts would seriously interfere with his making the point he wishes to make.

The evidence that DTC advertising accelerates new-drug usage is surprisingly thin. The evidence that DTC advertising accelerates the harms from drugs rather than accelerating their benefits on balance is absent. I suggest recourse to evidence before dismissing what is sometimes a valuable tool for patients.
Jack Calfee
American Enterprise Institute
Bethesda, Md.


You can't reinvent a mag's audience

RE: "Wired Aims to Connect Gucci and the Geek." Your story on Wired illustrates yet another attempt by a magazine to eschew the reader and go to where the ad dollars are. Are we to assume that by changing the sales pitch, aka, "rearticulating the Wired mission," it's suddenly a different audience than what was previously sold? And, unfortunately, sometimes it takes only a clever sales pitch to sway media buyers.

Interestingly, it's an issue that we've discussed internally. The Ivy League Magazine Network audience is arguably the most affluent in print.

Yet rather than "reinvent" ourselves as a luxury lifestyle magazine, we remain true to our editorial mission and our most important client of all -- our reader. We remain highly selective of every ad page we run and every advertiser we pursue.

Considering our magazines will never go out of business, I guess you could say it's a "luxury" we can afford.
Larry Brittan
Associate publisher
Ivy League Magazine Network
Cambridge, Mass.


TV choice shouldn't be determined by kids

RE: "On TV, Married Sex Is Ho-Hum, but Affairs Are Hot." The public airwaves are precisely that -- public. My set came with an on/off switch and a channel selector.

The fact that some parents are too lazy, too uncaring, too uninvolved to raise their children that they expect society and TV to do it for them is my responsibility how? And I say this as a parent. Why must my viewing choices be restricted to those of the average 5-year-old?

If you want to spend your and your children's days watching "Veggie Tales," then have at it. There are plenty of viewing options for you. But don't look to dumb down all television to your choices.

But the real point of all this is that the methodology of the Parents Television Council's study is deeply flawed, and its true agenda is to make a lot of noise and gain new converts and raise more funds. It really has no other purpose for being.

Don't feed the trolls.
Marla Goldstein
Encino, Calif.


In this day and age, I find it hard to believe that people take their moral cues from TV. Personally, I don't look to TV shows to mirror my life, but for entertainment. And then I live (not watch) my honest, truthful, positive, sexy marriage.
Jessica Hickman
Toronto


CORRECTIONS

  • Marca Hispanic was omitted from Ad Age's annual ranking of the Top 50 Hispanic agencies (Hispanic Fact Pack, July 28, and the Agency Report, May 5). Revised rankings appear in a PDF version of the Fact Pack and in the "Top Multicultural Agencies" table in the DataCenter on AdAge.com.

  • RE: "Hispanic Mags Post Double-Digit Ad Gains." People en Español's 10% ad-revenue drop was in the first quarter, not in the first half of 2008 as stated. Ad revenue rose 17% in the first half.

  • In "Some Ad Tactics Don't Change" by John Sweeney, Chiat/Day was incorrectly identified as the shop responsible for the iPhone campaign. The work was created by TBWA/Media Arts Lab. Also, agency 180 Amsterdam was incorrectly identified as Amsterdam 180, and BBDO was incorrectly identified as the creator of a Jeep ad; the ad was created by Cutwater.

  • In "How the Economy Is -- and Isn't -- Affecting Our Lives," author Stephenie Meyer's name was misspelled.

  • In a caption accompanying "To Get Teen Attention, JCPenney Becomes Player in Game World", JCPenney Chief Marketing Officer Mike Boylson's name was misspelled.

  • In People & Players (AA, Aug. 4), Shelley Lazarus was incorrectly identified as former CEO of Ogilvy & Mather. Ms. Lazarus will remain CEO until the end of the year.
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