Time’s Winged Chariot
BJK&E Media’s Steve Sternberg says, in the TV Upfront report, “There’s something for everyone in the [Wednesday at 9 p.m.] time period” [“The Time-Slot Chronicles,” June 2]. He’s got it backwards. There’s everything I like in that time period, and no time to watch it.
Like most people, I have only one VCR, so here’s how it goes on Wednesday: Do we watch Drew Carey and Ellen and tape 3rd Rock from the Sun, try to remember to tape Star Trek: Voyager when it’s rebroadcast at 11:30 on another night, and maybe catch up with Party of Five in reruns? Or try some other combination? What if we want to go out that night? And when do we watch what we’ve taped? Aaaarrghhhhhh! You call this counter-programming?
U.S. Robotics, Skokie, Ill.
V for Vexation
Iwas surprised by the editorial position Adweek has taken on the V-chip issue [From the Editor, June 16]. Every agency that produces for television tries to create the best possible work given the parameters clients impose on the process.
In the editorial, you rightly claim that “clients deserve the ads they get.” After all, clients that do not like a spot but go ahead with it anyway are penalized, ultimately, on the bottom line. Agencies are only as good as their clients allow them to be. How many times has an agency produced and aired spots out of its own pocket? My guess is never.
The V-chip proposal will penalize everyone, even agencies that produce “outstanding” TV spots. A consumer who has the option of blocking commercials will do so without checking an ad’s creative merits.
Joseph De Falco
Executive vice president
MgM & Partners, New York
The Higher Reaches
In the most recent Interactive Quarterly, Lisa Moskowitz’s article [“Thinking (and Acting) Big,” May 26] quoted the head of BigBook as saying that, according to PC Meter, his site was the top-rated Yellow Pages site.
Unfortunately, this statement is totally in error. BigBook has a Yellow Pages “reach” of 1.7, according to a recent PC Meter survey. Switchboard’s Yellow Pages reach is 3.0 and Big Yellow is 2.3, so BigBook is actually in third place. Kris Hagerman, BigBook’s chief executive, claims a 30 percent share. At best, it’s 23 percent, compared to Switchboard’s 43 percent.
Switchboard Inc., Westborough, Mass.
For the Record
A June 16 story mistakenly reported that J. Walter Thompson, New York, handled Clairol Herbal Essences shampoo prior to Wells Rich Greene BDDP. There was no incumbent. . . . Adweek ran an incorrect headline in Newswire, June 9. GGT took top honors at the Art Directors Awards, not the Addys.
Adweek welcomes letters. Send them to: Letters to the Editor, Adweek, 1515 Broadway, New York, N.Y. 10036. Or fax them to: (212) 536-1416. Please include name, title, company and location. Letters may be edited for length and clarity.
Time’s Winged Chariot