Editorial: Don't Avoid 9/11

Share this content:
Though the TV networks are planning many specials to commemorate 9/11, advertisers say they will stay away. Already, Dell Computer Corp. said it won't run advertising on any network planning news shows that day, The Wall Street Journal reported last week. Also, Fox and Fox News Channel announced that they won't accept any ads or sponsorships for coverage of the anniversary of the terrorist attacks. "Salesmen don't have much of a conscience, but I don't know how I would sell it," Fox's Paul Rittenberg told The New York Times last week.

Why? Advertising is simply too light-hearted for such a somber setting, they say. Wrong. Seeing commercials come back four days after that dreadful day helped send a signal that we could go on again. At the same time, patriotism swept the land, and catalogers and retailers started selling flag-emblazoned ties, paper plates and the like. Companies aren't abandoning the day out of respect but because they fear being seen as cashing in. They shouldn't. "Tasteful advertising may not be the norm," Tunku Varadarajan, the Journal's chief TV and media critic, wrote last week. "But can anyone give me a reason why viewers, if presented with something respectfully done, should be turned off by it? Are they not more likely to be reassured -- and to be put in a mood to reward those companies that made the effort?"

Commerce drives our society. There's nothing wrong with making a buck. So, send a catalog, a letter, an e-mail -- anything to break the silence. Doing nothing sends a message far worse.

Quadracci the Entrepreneur

If anyone personified the American Dream, it was Harry Quadracci. Using $35,000 from a second mortgage and capital from a few associates, he founded Quad/Graphics 31 years ago. Today, Quad is the largest privately held printing company in North America, and Forbes ranked Quadracci -- worth $780 million -- No. 333 on last year's list of the 400 richest Americans. Quadracci didn't like to follow the rules. Instead, he picked his managers from the plant floor and treated his blue-collar employees as equals. Along the way, he rode on an elephant to a company Christmas party and took the lead in the musical spoof "H.M.S. Printafour." His larger-than-life persona and entrepreneurial skills will be missed.

Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here