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RE: "Mags & Vine" (AA, April 12, P. 1).

I'd like to say that I enjoyed reading [Jon Fine's] article, but truth be told, I found it disturbing that the subject matter is even under discussion. What you are discussing is consumer acceptance of the corruption of the media.

It is unacceptable that it may be inevitable. Some of us can easily smell the cloud of deception and find it more than a bit offensive. Shall I simply stop reading print media as I have stopped watching TV? I can and I will.

How will this be good for anyone?

Robert Keeler

New York

Asian audiences need to be counted

I applaud Nielsen's recent decision to delay the implementation of its local "people meters" in New York to more carefully analyze the extent to which the new system will accurately reflect minority TV viewership ("Minority Flap Slows Local Nielsen Plans," AA, April 12, P. 20).

However, the outcry in the marketing, media and political spheres regarding Nielsen's original approach has been framed too narrowly by focusing on the ramifications for Hispanic and African-American viewers alone. The New York DMA also contains 1.3 million Asians representing 7% of the total DMA population. As an overwhelmingly recent-immigrant population that is largely native language-preferred, Asians are known to have TV viewing patterns that greatly diverge from the "mainstream." Therefore, in recognition of the growing numbers of national advertisers who have active Asian-American broadcast media programs, Nielsen must also consider this large, and important, target audience in any redesign of its audience-measurement methodology.

Saul Gitlin

Exec VP

Kang & Lee Advertising

New York

Integration is about creativity, not distribution

RE: "Why agencies can't deliver the integration clients crave" Rance Crain (AA, April 5, P. 16).

The difficulty in bringing together disciplines from siloed companies is related to the misinformed perspective agencies (and their clients) have on integration. Agencies think integration is a distribution issue. True integration, however, is a creative issue, not a distribution issue.

Here's why. A brand is a consumer response. Channel and media opportunities are the building blocks. Content and media choices must be viewed as stimulus options to make a response stronger, to bring a brand to life, give it shape, nuance, depth and understanding. Before, this was primarily the job of the TV ad. This is now the job of the entire marketing mix. Integration therefore isn't about distribution choices to disseminate the TV idea more broadly, it is about managing the creative choices we have to generate stronger and more aligned (brand) responses. To redesign a package a particular way, to answer the phone a different way, to be or not be on outdoor boards, these are all ways to create and shape response.

Armed with this perspective, integration becomes a much easier process around which to orchestrate different communication expertise and skills.

Stephen Walker


Headmint Brand Consulting

New York

Keeping sex off airwaves is not unsophisticated

Eric Gillin and Greg Lindsay got it wrong in their April 5th cover article, "The New Puritanism," when they claimed, "If mainstream media opts to placate a moral majority, then younger and/or more sophisticated consumers will make their own choices." Apparently, they think that anyone who cares about keeping indecency off of mainstream, public airways is an oaf and one's level of sophistication is measured by how often they replayed the Super Bowl boob on the TiVo. By their standard, shouldn't we honor porn addicts as the most enlightened among us? Correlating appetite for sexual material with sophistication is just a weak attempt to justify bad behavior.

Justin Ethington

Salt Lake City

Fees from school ads could subsidize teachers

RE: Stephanie Thompson's article "Schools get the food message" (AA, March 29, P. S-6).

What does advertising in schools really mean? A Budweiser logo on varsity uniforms-no. Penthouse learning centers in the library-uh-uh. Of course, marketing directly to students could be abused. But with sound regulation, perhaps the benefits could far outweigh the detriments.

What if legislation mandated that ad dollars invested in school placement were used to supplement teachers' paychecks? Since forever, the educational system has been unable to attract top talent due to meager salaries. Everyone agrees teachers deserve to make more. The question has always been: Where do we get the money?

Maybe this is the answer. Maybe this time marketers can make a real difference. Maybe it will even compel people to look at our profession with respect vs. resignation. Maybe.

Adam Ulevitch

Senior Copywriter

The Loomis Agency


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