LETTERS TO THE EDITOR

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Vision of `Rosie's McCall's'

In the editorial about Rosie's McCall's ("Rosie a risk for McCall's", AA, Nov. 27), it was clear to me that the writer was unaware of the inside scoop on the vision or mission for Rosie's McCall's.

No question about it: Women's magazines are changing; simply because women have changed. That's why there is reason and room for new titles with fresh editorial direction. [For] those that rise to the occasion, publishers and advertisers can reap the rewards. Rosie's Mc-Call's is a phenomenal concept. Ad-vertisers can each 15 million women in print as the third prong on Rosie's already amazing multimedia plat- form of 3 million daily TV viewers and 9 million monthly Web hits.

Rosie's passions and personality (distinctively different than O's) will be reflected in editorial about family, motherhood, women's causes and celebrity. It will fill a significant gap between the parenthood magazines and traditional women's service with a fresh approach and a guaranteed younger readership. For advertiser's brands, she represents sales and has a large portfolio of success stories to share.

Rosie's charity work on behalf of children with the For All Kids Foundation and her commitment to breast cancer are indeed remarkable. The impressive corporate roster of involvement speaks for itself.

There is truly an amazing spirit at Rosie's McCall's since we initiated our launch effort for this new magazine last week. A big thank you to the advertising industry, which offered overwhelmingly positive enthusiasm and response.

Madelyn Alpert Roberts

Publisher

Rosie's McCall's

New York

No idea theft here

Leo Levinson should lighten up ("Why defend idea theft," Letters to the Editor, AA, Oct. 16). The Nader ad was a clever parody, and parody is an accepted form of free speech. Moreover, the fact that it was MasterCard that was being parodied added materially to the content of Mr. Nader's message, namely that the vagaries of the marketplace have far too much influence over the course of our lives, both in the personal and political spheres.

I can hardly wait to see what the Green Party will come up with in 2004. If Michael Moore's videos for Rage Against the Machine are any indication, we can look forward to seeing some powerful indictments of business as usual.

W. S. Mendler

Organizer, Pocono Greens

New York

The danger in branding

I teach a class in advertising campaigns at New York University's Professional Studies division and I just read Rance Crain's column on branding failures. ("If a logo steals the spotlight, how can the brand still shine?," Viewpoint, AA, Nov. 20). I hope you don't mind me showing it to my students because it exactly illustrates the danger in branding that I've been trying to point out. I've been in advertising more years than I wish to acknowledge and have always felt that the most successful creative campaigns somehow allied the product's attributes with its name, even if it wasn't always obvious.

Stan Pearlman

New York

Impact of anti-cig ads

I used to be a smoker. Three packs a day. I haven't smoked for 17 years now, but two things definitely trigger my desire to smoke.

1) The package itself. When I see a package of the brand I used to smoke, it triggers my desire to smoke.

2) Anti-smoking ads. No matter how hard the message, when I see or hear an anti-smoking ad it makes me think about smoking and it actually triggers my brain to want a cigarette. When I don't think about them, I don't have a need for them.

Please suggest the ad industry do some research to see if cigarette unit sales have actually increase or decreased since the start of all these recent anti-smoking campaigns. Make no mistake about it, negative advertising against cigarette smoking, just like negative advertising in political campaigns, may actually work to increase cigarette awareness, desire and sales.

Robert Barrows

President

R. Barrows Inc.

Advertising & Public Relations

Burlingame, Calif.

Poor marketing sense

It is inconceivable to me that Coca-Cola Co. would approve, let alone allow, its Cliff Freeman-generated campaign to be broadcast ("Unfunny Coke ads," Letters to the Editor, AA, Oct. 2). With so many years of quality, equity and goodwill built into the Coca-Cola brand-and company-someone replaced brains and a keen marketing sense with pure smart-ass ignorance.

Leonard J. Zimmerman

President

Zimmerman Business Consulting

New York

Corrections

* In "Comings and Goings" (Dec. 4, P. 41), the captions for the photos of Pola Changnon and Siobhan M. Lesley were reversed.

* In the table "Hit list" (Dec. 4, P. 58), the headings for the last two columns were reversed. The third column should have been '99 worldwide gross income; the fourth column should have been `99 worldwide gross billings.

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