A different media view

I am writing in response to the letter ‘Media buyer shortage’ (Strategy, Aug. 27/01).

I could not agree more that as a sector within advertising, media departments are faced with huge challenges when it comes to recruiting experienced personnel, especially those at the intermediate and senior levels.

However, I take exception to the blanket comments made in the letter to the editor of Aug. 27 regarding the position of ‘we media people’ within agencies. I can say with all certainty that writer’s perception is certainly not the case within our company.

I consider myself very fortunate to work with an extremely motivated media team. We do not feel any ‘third-class’ citizenship issues on either an internal or external basis as a department. In terms of our remuneration, management here has worked diligently to establish parity throughout all divisions.

As a media team, we work very hard and feel we have earned the respect of our clients, our suppliers and our colleagues. We definitely put in the long hours but we are always in the company of individuals from other departments when it comes to burning the midnight oil. Long hours are quite simply the nature of the business we choose to work in.

As an industry, companies and individuals, we need to promote media as a rewarding career. We need to lobby and encourage existing marketing programs to include a media component in their curriculum. We need to stop complaining and move forward to trying to achieve these things. I personally appreciate working at a company where I feel valued and well compensated.

(P.S. Parallel’s media department does not currently have any openings!)

I am proud not to withhold my name and sign respectfully,

Debra R. Lamb

Parallel,

Calgary, Alta.

Use of existing music valid

I needed to read Barry Base’s article, The ‘The Song Remains the Same,’ (Strategy, Sept. 24/01) twice to determine if it was really just meant as humour. Having concluded it is not, I have to say that I believe Mr. Base should find another carrier for stories about old friends and leave marketing to people who understand it.

Music is an excellent way of establishing positioning and imagery around a brand. It drives through demographic boundaries and establishes a ‘personality’ for a brand. In today’s marketing world of crowded positioning diagrams, music is an excellent way to quickly break through.

Mr. Base references Microsoft’s use of the Rolling Stones, ‘Start Me Up’, yet completely misses the point that this song and band were a perfect fit. The fact that Windows 95 was going to have a ‘start’ button was immediately communicated to the masses, who are collectively saying, ‘its about time’. Also, the choice of band itself says, we are going to be around forever and continue to be uncompromising leaders.

Sorry, but Mr. Base is way off….

Steve Simon

VP of Sales

BMG Music Canada

Toronto, Ont.