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In response to Tim Wohlpart's implication that advertising students who never "set foot in an agency" are missing out on an important aspect of education (Letters, AA, July 4), I should point out that (like Tim's job) many jobs in advertising are not at the agency. In fact, a colleague of mine recently estimated that as many as 80% of the advertising jobs in America are outside of the agency structure.

Given this perspective, I encourage students to think broadly about all their opportunities. I'm honest with them about the fierce competition for the limited number of agency positions. I also tell them if they really enjoy working with, talking about, designing, placing, selling or producing ads, there's probably a place for them somewhere in the field. They just have to find it. Where students eventually land is a function of their training, ability and ambition. And luck.

But agency-bound or otherwise, Temple University students are not naive about the job market. Like Tim, those with pluck scramble for internships at agencies that give them marketable experience during their undergraduate years.

Of course it's rewarding to me when students actually seek out and secure jobs directly in the field. And many of them do. Overall, though, I agree with Professor Jewler's viewpoint (AA, July 4) that a liberal arts education should be (and is) the higher magnitude goal for every advertising student.

P.S. Tim's point about making Bob Garfield required reading has merit.

In my advice to students to read Ad Age, however, I can't help but direct them instead toward Global Gallery and the Marketplace.

Michael L. Maynard

Assistant professor

Temple University


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