Letters to the Editor

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The article "Searching for the right spot" (Special Report "Media 2000," AA, Feb. 14) quoted Jack Sullivan from Starcom Worldwide as saying one of the most frightening things I've heard in a long time: "Who's to say [GPS technology] won't ... issue a signal and have billboards collect information? We are going to start knowing our consumers' driving habits and routes. ... [By] knowing people's license plates and where they live, we will know who travels certain roads."

Jack Sullivan may think he is drawing outdoor into the new millennium, but really he is dragging it back to 1984. Governmental privacy laws will regulate your industry for you, if you don't know where to draw the line.

Isabel Walcott

President, SmartGirl.com

New York

The real millennium

I experienced a momentary surge of hope when I read the title of Mickey Marks' article "Millennial satiation" (Special Report "Media 2000," AA, Feb. 14). Alas, momentary. I hoped that we would be urged to embrace and become ready for the beginning of the 21st century and third millenium on Jan. 1, 2001. But, no, we again are faced with the fact that every major medium and every advertiser, along with every agency from puclicly-held to boutique, has stubbornly failed to embrace the truth.

There is no debate; only the snarling, ugly fact that we are an impatient people who can't wait one year for a new millennium. The crime for the ad world is that so many squandered two great opportunities for advertising and celebration on one date. Wouldn't "2000" have been enough for this year? Y2K? '00? Then, next year, correctly, we could have had another celebration -- the 21st century, the new millennium.

Where are the fact checkers? Where are the institutions that will uphold the truth? Why not Advertising Age? Please.

Tim Wagner

Marketing Specialist, Harps Food Stores

Springdale, Ark.

Paying for quality

I just read the epitaph Randall Rothenberg wrote on Meigher Communications ("It's a failure worth pondering: Meigher did many things right," AA, Jan. 24). Just to give some hope for the notion of readers paying for quality, we have 360,000 paid readers for Cook's Illustrated (about 50,000 newsstand and the rest paid subs -- no agents to speak of) who pay $24.95 per year for six issues that are just 32 pages each. Oh, and we take no advertising and are very profitable.

Readers will pay for content if you give them what they really want.

Christopher Kimball

Publisher-Editor

Cook's Illustrated

Boston Common Press

Brookline Village, Mass.

It takes money

I must disagree with Randall Rothenberg's conclusions about an advertising museum ("Discovered: New ad museum in Paris (in the Louvre, no less") AA, Jan. 31).

The lack of [more museum exhibitions on advertising] has nothing to do with "fear that ... our better nature will be tainted by an association with the industries that sometimes produce art." It has to do with money and what is valued in our society. Art of any kind is not valued in the same ways entertainment and sports are. Value translates into resources -- money and time. And creating a museum takes a lot of both!

Phyllis Barr

Barr Consulting Services

New York

Racist Pokemon?

One wonders whether Carole Boston Weatherford ("Pokemon phenom harbors racist image," Forum, AA, Feb. 28) uses a microscope to spot trouble spots in children's culture. To attach a racist stereotype to Pokemon No. 124 is hard to fathom. ... Pokemon may be overwhelming, but it is only insidious when parents cannot exert a measure of control over their kids. As for the movie, I found it a great excuse for a Saturday afternoon nap.

John Karrel

Westport Conn.

Corrections

* In "CyberCritique" (Feb 21, P. 46), the McDonald's Corp. banner ad was created by Burrell Communications Group, Chicago, and McDonald's in-house.

* In "Licensed toy brands tie up with movies, TV" (Feb. 14, P. 17), Nickelodeon's TV show "The Wild Thornberrys" was misidentified

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