March 30, 2012

As I read the news regrading  how the Department of Education in New York City is banning 50 words from the standardized performance tests for students in the city, I could not stop thinking why this should not apply to our advertising Industry. The reasoning the NYC Department of Ed used in rationalizing the elimination of such words like dinosaur, pool, computer and other key words is that it would make students feel bad.   Since, they do not have the ability to purchase or earn any of these commodities or might feel jealous of others that do have these things.  I though, why not eliminate the words Ratings, CPM, CPP, Impressions, AQH and Reach & Frequency from our industry jargon. It might make those that do not have them feel bad or inadequate. Imagine the poor sale rep and their low self-esteem with no ratings, no computer and low CPMs.  Not to mention the number of dinosaurs in our Industry, myself included. How many more terms can you come up with that hurt your feelings in our Industry? Hey it’s Friday. Oops, I might not be able to use the name of the day of the week soon, since not all media have readers, listeners, eyeballs and/or viewers on Friday. Gene Bryan -


If we continue to strive to "take things to the next level" or "maximize synergies" one more time, we may run out of clichés to offer at another industry convention!

So far the best comment!


Gene -- Perhaps we should also delete "value add" since not all clients get it all the time. Perhaps we should also consider deleting "CPL" (Cost Per Lead), since the absence of a lead may exclude others from being sold / pitched / informed about a product -- that's exclusionary and by it's nature could hurt someone's feelings. Perhaps we should also add to the list "Metrics". Once you start tracking campaigns and their efficiency, you are hurting concept sellers and brochureware aficionados. Lastly, don't forget age sensitive demos. The youngsters will feel excluded from the elders, the middle-agers will want to remind themselves of being younger, and the older ones may be hurt by being referred to as the wise ones. While 40 is the new 20, there may be some 40 year olds that have been looking forward to their mid-life crisis, less flexible joints, and boosting their retirement coffers! Hijoles...

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