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LETTERS

Entrepreneur, May, 2001

YOUNG MILLIONAIRES REVISITED

Thanks for having the courage to publish "They're Baaaaaaack!" (March). It's my contention that many magazines print information about companies at a specific point in time, without telling the "whole" story. Companies can grow quickly, but the ability to sustain growth is the true indicator of entrepreneurial success.

By commenting on some of the trials and tribulations of the people you profiled in the past, you provided valuable insight for people attempting to build their own companies. I've worked with hundreds of business owners, so I know how important this knowledge can be. Keep up the good work.

Joe Schlidt

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Regional Sales Manager

M&I Financial Advisors

Milwaukee

AD ENOUGH, ALREADY?

I want to comment on "Now In Theaters" ("Marketing," February).

While it's tempting to see dollar signs when somebody speaks of placing commercials before moviegoers, is there no consideration for consumers having to go to a movie and see commercials? For years, marketers and advertisers have bombarded moviegoers with commercials, but they've been met with resistance. It seems advertisers' theory is that persistence eventually overwhelms the fickle nature of the average consumer. The surrender of public spaces to the advertisers is therefore inevitable.

CBS Evening News recently aired a report on the increasing commercialization of public space. Nearly all public space is considered open game for advertisers, but the proliferation of commercial images in our lives is something many take issue with. Is there a limit to advertising's effect on the public psyche, and what is its effect on human behavior? It's my feeling that advertisers and marketers would rather not contemplate such notions, because they feel that in order to grow and adapt to consumer resistance to commercial messages and competitive pressures, they must constantly find new, innovative mediums to communicate their message and sell their clients' products. And because product placement in movies has become so lucrative, it's discussed when media conglomerates merge.

Are there limits? Should there be? Once the public really wakes up and finds its spaces under siege by the relentless drumbeat of crass and rampant commercialism, advertisers are going to be forced to deal with these issues.

Jeff Buderer

www.socialtransformation.org

Mayer, Arizona

Business Services Industry

LETTERS

Entrepreneur, May, 2001

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