Letters to the Editor

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The white ceiling

Thank you for running the Forum column by Lowell Thompson ("A dirty little secret lives on," AA, June 5) on the lack of people of color in the creative business of advertising. As an advertising educator working at a small Southern college, all I can say is the "fields are white unto harvest."

A whole class of people have hit the "white" ceiling long before they show their portfolios in agency conference rooms. The possibility of having a job doing creative in a major agency is as far away as the moon to the average black kid just entering college.

Marty Bee

Professor of Art

McNeese State University

Lake Charles, La.

A privacy challenge

I recently attended the @dTech conference in San Francisco and was encouraged to see so many of our peers embracing concepts such as permission marketing, opt-in and online privacy. With all of the recent media attention around consumer privacy, we must make sure we are all working to change the negativity directed towards online marketers . . .

The fact consumers can become active and voluntary participants in the advertising process is new to the marketplace. Alternatives today exist where consumers can opt-in to an intermediary and provide comprehensive lifestyle data, building an accurate and complete profile of themselves. Advertisers can use the intermediary to obtain relevant, precise information to target consumers on a finite level, using fool-proof demographic and psychographic profiles. All this can be done while respecting first and foremost consumer privacy . . .

Advertisers are increasingly looked upon as the "pirates of privacy." Using permission marketing and the opt-in model suggested above can completely redefine the relationship between consumers and advertisers.

We challenge the industry to create successful online businesses by making consumers active, interested participants in the marketing process. This involvement not only empowers the consumer, it also sets the stage for a more positive, fruitful and revenue-generating environment for all of us.

Candace Quackenbos

Chief Marketing Officer

WinWin.com

Boston

Editor's note: WinWin.com said it is the industry's first "data royalty network," an opt-in system that features the consumer as the lynchpin of a more efficient online advertising model.

Facts on `Business 2.0'

In Randall Rothenberg's June 16 column "Tough lessons for magazines in tough times for Web zines," it strikes me as odd that a veteran reporter would regurgitate the error of Fortune magazine rather than do original reporting and get the story correct. His piece states that all the New Economy magazines have paid circulations of "sub-200,000." This is simply not true. Business 2.0 has a paid circulation of 300,000 and is the only New Economy magazine that is all paid circulation. A quick call to our offices would have told him that.

Our competitors, meanwhile, are a mix of paid and giveaway controlled circulation. In addition, we have reached 300,000 paid subscribers in less than two years, a circulation growth rate faster than either Wired or Fast Company. So while the journalism community debates whether the new magazines are needed, the subscribers to Business 2.0 have given us a clear and simple answer: yes.

James Daly

Editor In Chief

Business 2.0

San Francisco

Corrections

* In "Marketing giants form coalition on privacy concerns" (June 19, P. 2), the name of Compaq Computer Corp. President-CEO Michael D. Capellas was misspelled.

* In "The Goodby Family Tree" (June 12, P. 14), John Butler and Mike Shine, co-creative directors, Butler, Shine & Stern, Sausalito, Calif., inadvertently were omitted from this list of former Goodby, Silverstein & Partners creatives.

* In "A game of their own" (June 12, P. 30), each member of a winning team in a local Oldsmobile Scramble golf tournament can win up to $5,000 in merchandise, not $500,000 in merchandise as reported.

* In "Ditka, Bradshaw to break SAG ranks" (June 5, P. 2), representatives of Fox Sports analyst and former NFL player Terry Bradshaw said he will not break ranks with other striking commercial actors and appear in new TV advertising.

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