I like Baseline.

Barry base is seldom, uh, off base about things. (Sorry.)

Maybe it’s his quirky writing style – his smart-ass-irreverence-meets-middle-aged-cynical rant about things that pass for advertising – that appeals to me.

Lord knows he’s qualified to comment.

But, he could do more.

Like in his recent column about the abysmal level of humor in so much of today’s tv advert-ising.

When something really funny happens – such as the Pepsi spots – he does cheer between chuckles.

But he limits his applause to what we all can see without naming the writers, directors and other key people who created these spots.

Enquiring minds want to know these things. Not to mention the readers of Strategy who might like to hire them.

While Mr. Base may have not named names in the good stuff to protect those responsible for the cornucopia of crap who would otherwise suffer equal time, I think he should throw such caution to the wind.

Next time, let Baseline bare it all. Nobody ever won a Pulitzer pulling punches.

Besides, Pulitzer or not, no columnist has really made it until he gets sued a few times.

M.F. (Mike) Hanson

CSC Communication Services & Consulting

Don Mills, Ont.