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In "The Buzz" (Media Works, AA, Sept. 9), Ad Age published comments by Steve Weaver [publisher] of the Tampa Tribune that were critical of our newspaper's decision to purchase the naming rights of the Ice Palace, Tampa's premier sports and entertainment arena, and to rename it the St. Pete Times Forum.

We believe putting our name on this Tampa landmark reinforces our position as the premier newspaper for all of Tampa Bay. Local readers know it, and now national advertisers and media buyers, who might not have realized the St. Pete paper is the dominant paper and can best deliver the entire Tampa Bay market, will be reminded, too. We also feel this association with an entertainment venue will help us connect with younger readers who are an important part of our audience.

Some of our critics have noted that, until now, no newspaper has put its name on a major stadium or arena, with the suggestion that journalism ethics have held others back, and that this decision might blemish our reputation for strong ethics and impartial coverage.

We have great faith in our newsroom to base coverage on the readers' interests, not our business interests. We also have more confidence in our readers than the media critics may have. The readers will be keeping an eye on us, and they'll quickly know if we're pulling punches or playing favorites.

Richard Reeves

Advertising Director

St. Petersburg Times

St. Petersburg, Fla.

Congrats to Edelman on 50th anniversary

I'm pleased to see that Ad Age has recognized that one of the public relations industry's outstanding contributors, Edelman Public Relations, is celebrating its 50-year anniversary ("Edelman at 50," Special Advertising Section, AA, Sept. 23).

Edelman, under the wise tutelage of founder Daniel J. Edelman, has grown to become a leader in public relations innovation and strategy. From its Chicago beginnings in 1952, Edelman has developed to be one of the five largest PR agencies in the world and remains the only independent corporation among them.

Its industry "firsts" span generations of practice, from the creation of the first media tour in the 1950s to its 1990s development of the first large agency Web site.

Throughout its sterling history, Edelman has followed a philosophy of client service that has represented our industry well. Many clients have prospered under the Edelman banner-from the Toni Twins, Morris the Cat and Sara Lee to 3M, Fuji and Apple.

Though it is a large, global agency, Edelman nurtures the culture, style and pace of the boutique founded half a century ago. This is thanks to the family's successful governance under Daniel Edelman and his son, current CEO Richard Edelman, and to its outstanding employees. Thanks for the first 50 years. Good luck in the next 50 years.

Reed Bolton Byrum

2002 President-Elect

Public Relations Society of America

New York

Mr. Byrum is managing director, public & analyst relations, Trilogy, Austin, Texas.

Donaton view of Tyson ad correct

I don't think I've ever written to anyone in the media but after reading Scott Donaton's Ad Age column on the Tyson ad debacle ("Fox Sports' Tyson spot stomped on decency line," Viewpoint, AA, Sept. 23) I'd like to say kudos to him for having such a strong opinion and for voicing it. I wholeheartedly agree and am glad there are people who aren't afraid to come down on the networks and, more importantly in my opinion, agencies for being such chuckleheads.

Wendy Wagner

San Francisco

Media theory merits more consideration

Wonderful to find Randall Rothenberg's Ad Age column defending the value of media theory ("In defense of media theory: practice, study must be linked," AA, Viewpoint, Sept. 2). There's so much activity and so little reflection in the ad and media worlds (especially in the media-saturated U.S.) that his piece is both rare and valuable. With the ad industry in meltdown and Wall Street's complicity with Madison Avenue in the dot-com debacle, the value of a little more thinking should be more than obvious. It should be celebrated.

Paul Paech

Paris, France

Hatfield perceptive on Bates, Bungey

I want to compliment Stefano Hatfield on his column about [Cordiant Communications Group CEO] Michael Bungey ("As ad world `Americanized,' Bungey became hamstrung," Viewpoint, AA, Sept. 16).

I worked at Bates in London from 1976 to 1985 and was a senior VP at Bates New York from 1985 to 1990, where I lived through the sale of Bates to Saatchi & Saatchi and the merger of Bates with Saatchi's Backer & Spielvogel. Hatfield's perceptions about Bungey, and the context in which he put Bungey's failure, are, I think, both perceptive and accurate. In the end, Bates wasn't special enough to survive on its own, and Bungey wasn't special enough to change that reality.

Simon Turner

Global Internet Director

Mars Inc.

McLean, Va.


* In the table "Top 300 magazines" (Special Report, Sept. 23, P. S-2), the data listed as "paid circulation" and given for each magazine represented circulation from paid subscriptions only and did not include circulation from newsstand sales. A corrected table reflecting combined circulation from paid subscriptions and newsstand sales is posted on AdAge.com QwikFIND aao00f. The rankings of the 300 magazines, based on gross revenue, are correct as published and not affected by the circulation data change.

* In "FYI" (Late News, Sept. 16, P. 2), it was incorrectly said that WPP Group's Y&R Advertising, New York, handles the Nascar account. It is handled by Y&R, Chicago.

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