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I think Jack Feuer identified a key problem when he noted that young consumers are ignoring advertising, "which is not a real positive sign for an industry that lives and dies by how well it persuades that group to consume" [A&C, June 24].

Consumers are becoming more and more turned off by much of the advertising out there. Polident during the evening news? (And the networks wonder why they don't have younger viewers. They came, they saw, they gagged, they left.) OxiClean? Would someone please shoot that jerk and put us out of our misery? Ditech? Schick Xtreme 3? I could go on, ad nauseum. It's embarrassing.

Advertising is becoming insulting, annoying and predictable. There are, of course, exceptions, but they are becoming fewer and fewer.

So if Feuer is wondering where the young are, they've left, in droves.

It is a problem agencies and networks could solve together, by putting better commercials on the air. Better commercials translate to more customer transactions, which translate to more ad dollars being placed, which translate to the tide rising in the harbor.

When is greed going to stop running networks? It would require the networks to develop some backbone and not take commercials that are crap. Networks take the ads even though their ratings may go down, and therefore, future revenue goes down because of lower ratings. Time to connect the dots.

There. I feel so much better now. Pass the clicker, please.

Carol O'Leary
President
Media Planning Services
Rye Beach, N.H.

Anti-Drug Spots Connect With Kids

T hree cheers to those lawmakers in the House of Representatives who, in calling for the National Youth Anti-Drug Media Campaign to continue, recognize the role advertising can play in helping to prevent drug use among kids ["Rosenshine Advises House on Boosting ONDCP," June 24].

Local coalitions support dollars for both ad buys and for local community efforts. The campaign is a huge benefit to local communities because federal dollars reach individuals directly. A wise investment, "anti-drug" advertising helps local coalitions prevent substance abuse.

There is no doubt that these ads help to raise this issue with local parents and their children, while reducing use among young people.

Christopher J. Curtis
Communications director
Oregon Partnership
Portland, Ore.