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I was extremely disappointed in your story "Poppe rediscovers roots; cools interactive ardor" in the May 26 issue of Advertising Age. It did not accurately communicate the future of Poppe Tyson or fairly represent the interview we had.

Poppe Tyson is not, repeat not, easing its focus on interactive mar-keting. Poppe Tyson Interactive continues to be a leading force in the interactive marketing arena.

PTI is better and stronger than ever before. In fact, PTI has recently been awarded several new accounts, including Hasbro Interactive and NBC Asia . . .

We are continuing to expand our staff; in fact, 15 new hires have recently been added to the New York office alone. And I expect that in fiscal 1998 we will grow our revenues derived from interactive services to approximately 60% of total revenues, from fiscal 1997's 40%. Interactive services will continue to be augmented by the full scope of our traditional advertising services . . .

The new vision about which I was [talking] continues to reflect our two converging competencies of marketing communications and interactive service. That is not a new combination but one that utilizes the entirety of our company's strengths . . .

To reiterate, we are not diverging from our interactive marketing emphasis. Or our traditional marketing communications. We are as committed as ever to ongoing excellence and momentum in both of these realms.

Kevin C. Clark

Chairman-CEO, Poppe Tyson

New York

Nike kick on target

I read the article on the rejected Nike soccer ads ("Nike kicks Big 3 nets for rejecting soccer ad," AA, May 12) with great interest.

As a big soccer fan, I would have to wholeheartedly agree with Nike and what the rejected ad asserts. [The Nike ad criticized the Big 3 nets for not giving more time to women's soccer; Nike is a sponsor of the U.S. women's soccer team.]

I am constantly disappointed, and at times enraged, with the complete lack of soccer coverage on TV in this country.

ABC claims to cover soccer but showing two or three games a year does not exactly constitute coverage!

ESPN, which claims to be the "total sports network," does show a bit of soccer, but not even close to enough. Their MLS game of the week is a start, but they could do so much more for the sport. Their occasional midnight coverage of top European soccer clubs just doesn't cut it . . .

It's a shame that in order for me to get the soccer coverage I crave, I

have to spend Sunday afternoons watching soccer on a TV station that covers soccer in a language I can't even speak (but at least Univision shows games!).

As for the lack of soccer coverage during last summer's Olympic Games-don't even get me started! . . . But what am I complaining about? They did show the goals from the gold medal men's soccer game and the goals plus, if I'm not mistaken, 2 or 3 minutes of the U.S. women's team's quest for soccer gold.

Soccer is the sport of the future. It always has been and always will be the world's game. It is the fastest growing sport among American youth. It is the only sport in the world that has actually started wars and destroyed foreign relations between nations.

Okay, maybe it isn't conducive to commercialization (no time outs, just 90-plus minutes of constant action) but to those who understand the sport, there isn't a more exciting game on Earth.

Learn the game, embrace it and work with it. Ratings futures may depend on it.

Frank Spaeth

Associate Editor/Publicist

Fate Magazine

St. Paul, Minn.

The unspoken T

Has anyone noticed that announcers no longer pronounce the t's within words?

We are encouraged to watch "Twenny Twenny" and "Ennertainment To-night."

We are told to stay tuned for stories on the best winner skiing, breakthroughs in mennal health, celebrity inner-views, and news from the Pennagon.

We are cautioned to visit our dennist and learn how to use the innernet.

Even once-precise commercial announcers say Planners Peanuts, Ponniac cars, anny lock brakes and cannilevered shelves.

When diction is no longer a consideration, the richness of our wonderful language is in danger. Call me sennimennal, but without the t's I don't think Sanna Claus is quite as jolly or the Atlannic Ocean nearly so impressive.

Allan Provost

Senior copywriter, HMS Partners


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