LETTERS TO THE EDITOR

Published on .

Strike facts overlooked

Sen. Daniel Patrick Moynihan recently said, "Everyone is entitled to their own opinion, but not to their own facts." Therefore, Randall Rothenberg has a right to his opinion ("Ad industry stance on actors blind to importance of talent," Viewpoint, AA, Sept. 8) but he should not ignore the facts about the strike.

The advertising industry's representatives have refused to accept the Screen Actors Guild/American Federation of Television & Radio Artists' unprecedented demands because they are extraordinarily out of line with what other unions have asked for or received. The ad industry has offered significant increases worth $2.34 billion, which the unions have rejected. The industry's offer included:

* An increase in cable residuals of up to 85%. The unions want 150%.

* A 50% increase in the basic rate paid for a TV or radio commercial moved to the Internet. The unions want 400%.

* An increase of 13.15% for all session and residual payments to pension and health plans.

* A 6.1% increase in extra performer rates.

* A 4.45% increase in session fees paid to principal performers.

* The industry also removed proposals that the unions had called "roll backs."

At a time when unions are winning increases in the low single-digit range, SAG/AFTRA negotiators demanded a double-digit increase over 2.5 years.

While we have all the respect in the world for the talent of actors, this strike cannot be settled until the unions get back to economic reality.

Dan Jaffe

Exec VP

Association of National Advertisers

Washington

Subliminal messages

What's all this fuss about implanting subliminal ideas ("Ad creates a `rat' problem for GOP," AA, Sept. 18)? It's already been done.

Firmly implanted in the minds of 95% of my fellow Americans are the ideas that (1) every problem everywhere in the U.S. (and indeed, in most of the world) requires an intervention by the federal government; (2) that government can do no wrong and its actions never have unintended or undesirable consequences; (3) that a few hundred politicians are qualified, in fact entitled, to run a $7 trillion economy and make basic decisions in every area of the public and private life of 270 million people; (4) that ever more government subsidies, pork and services can be delivered without higher taxes or further infringements on Americans' personal liberty; (5) that there are real differences between the two state-approved parties, and that third parties only "confuse" the voters; and (6) that the government is responsible for economic growth and prosperity.

With those ideas firmly implanted by decades of repetition by the political elites, the media and the educational establishment (which consists mostly of government employees), the only "rats" we ought to worry about are safely on the gravy train -- and it has long since left the station.

Alan M. Perlman

Highland Park, Ill.

Why defend idea theft?

Ralph Nader is a thief. It is shocking to read in an editorial ("Not priceless," Viewpoint, AA, Aug. 28) and Bob Garfield's Ad Review ("It's not easy being Green, but Nader's ad is a winner," AA, Aug. 14) that Ad Age actually thinks [it] "clever" the way his organization stole the MasterCard concept and used it to promote its product (i.e. Nader).

MasterCard has spent millions on generating a high level of awareness. They own this level of awareness as equity. Nader, or anyone else for that matter, can't just tap into it. You don't see him taking creative concepts from small, local enterprises with little or no awareness.

In this age of "borrowing" all kinds of creative, thanks to our technological tools, I would have hoped that Ad Age, a leader in a creative industry, would have taken a stand against blatant thievery. I'm really disappointed.

Leo Levinson

President

Prescott/Levinson Advertising

Huntington Valley, Pa.

Corrections

* In "Bally embraces mail bonding to draw health club members" (Oct. 9, P. 70), TargetCom, Chicago, which worked with Bally Total Fitness on a project basis, created the direct mail piece shown in the photo.

* In "L'Oreal targets `final frontier' " (Oct. 9, P. S-10), the Casting ColorSpa for Men ads were created by La Micela, New York, not McCann-Erickson Worldwide, as reported.

* In "Andrew House" (Oct. 9, P. S-16), Mr. House is 35 years old, not 34, as reported.

* In "Salvatore reaches summit as Bcom3's MediaVest CEO" (Oct. 2, P. 46), it was incorrectly reported that Ms. Salvatore, CEO of Bcom3 Group's MediaVest USA, "is the only woman at the helm of one of the top 10 media agencies in the world." Other women leading major media agencies include Beth Gordon, chairman-CEO of Young & Rubicam's Media Edge; Renetta McCann, CEO of Bcom3 Group's Starcom North America; and Marie-Jose Forissier, president-chief operating officer, Interpublic Group of Cos.' Initiative Media Worldwide, and chairman-CEO, Initiative Media International, Paris.

In this article:
Most Popular