Grumpy Editor

Watchdog group seeks ouster of McDonald’s mascot

Retire Ronald McDonald?  That’s almost like telling Santa Claus to hang up his cap.  Yet, a nonprofit watchdog group --- that plans to stir things up at today's McDonald's Corp. annual shareholder meeting --- is asking the golden arches chain to do just that with its long-time mascot, notes Grumpy Editor. 

Along with seeking (as it has for months) Ronald McDonald to spend the future in a rocking chair, Corporate Accountability International also would like to see the mammoth fast-food operation halt marketing junk food to children. 

Corporate Accountability International is aiming for Ronald McDonald’s retirement because it claims McDonald’s uses clowns and toys to sell unhealthy food to impressionable children --- overlooking the fact that parents are the ones who pay for the meals. 

The watchdog group likes to jolt some corporations.  In the past it has targeted beverage firms such as Coca-Cola Co. and PepsiCo., Inc., and tobacco companies. 

At today’s McDonald’s annual shareholder meeting in Oak Brook, Ill., the group is slated to present a petition signed by 20,000 parents and community members, calling on the hamburger giant to stop marketing to kids.  Looking for a photo op, plans call for the petition to be delivered in a giant medicine bottle. 

Ronald McDonald, with an orange and white face and garbed in a clown outfit with floppy shoes, is marking the 48^th year as the fast-food chain’s mascot. 

Some people work full-time making appearances in the Ronald McDonald costume, visiting children in hospitals.  There are also Ronald McDonald Houses where parents can stay overnight when visiting sick children in chronic care facilities.   

In addition, Ronald McDonald House Charities, an independent organization in 52 countries and regions, creates, finds and supports programs designed to improve health and well being of children. 

"We are committed to responsible advertising and take our communications to children very seriously," responds McDonald's.

"We understand the importance of children's health and nutrition, and are committed to being part of the dialogue and solution. We serve high quality food, and our Happy Meals offer choice and variety in portions just for kids. Parents tell us they appreciate our Happy Meal choices." 

McDonald's is the world's leading global food service retailer with more than 32,000 locations in 117 countries. About 80 percent of its restaurants worldwide are operated by independent owners.

 

Fewer fingers on Yellow Pages loom in San Francisco

Future deliveries of printed Yellow Pages look glum in San Francisco as the Board of Supervisors takes a final vote this week calling for restricting directory deliveries only to residences and businesses that request them, notes Grumpy Editor.

The Yellow Pages put a blight on the community and banning the book of names, numbers and addresses will protect the environment, claims the board. 

The likely ban on unsolicited distribution of Yellow Pages is the latest in a series of “green” measures in the City by the Bay.

An estimated 1.6 million Yellow Pages directories are distributed annually in San Francisco. 

A ban would make San Francisco the nation’s first city to thwart Yellow Pages distribution. 

Backers say the Internet makes the directories unnecessary. 

"If we're serious about the environment, it's time we recognize that phone books are a 20th century tool that doesn't meet the business or environmental needs of the 21st century," Supervisor David Chiu pointed out when his directory-banning idea surfaced three months ago.

 

Anti-smoke item pitch follows smoky ‘Rango’ ABC report

A top-of-the-hour ABC News radio report that much smoking, frowned on for young children, appears in Rango --- a PG-rated animated feature film that topped the weekend box office with $38.1 million gross --- was immediately followed yesterday morning by a commercial for an anti-smoking product, notes Grumpy Editor.

Coincidence?

Only ABC's ad sales and newsroom know for sure.

Meanwhile, the smoke hasn’t settled in comments from the anti-smoking folks.

Rango, a chameleon, is the star surrounded by multiple characters that puff away on cigars and cigarettes in the Paramount movie aimed at young audiences.

Anti-smoking advocates fear children and youth will be inspired to start the habit after viewing the smoky animated footage.

One anti-smoking supporter claims the frequency of smoking in the film is on par with Cruella’s puffing --- via a long cigarette holder --- in a vintage animated film, Disney’s 101 Dalmatians.

Rango, star of the latest hit, captures attention by swallowing a cigar and breathing fire in a villain’s face.

"While the incidence of smoking in the movies has declined in recent years, the presence of smoking in a youth-oriented cartoon like Rango underscores the need for Hollywood to take stronger, mandatory action to protect our children,” declares Matthew L. Myers, president of the Campaign for Tobacco-Free Kids.

“It's time for the Motion Picture Association of America to require an R-rating for movies that depict smoking," he adds.

 

Latest trend? Dual magazine covers for same issue

At a time when magazines are seeking to contain production costs, what’s going on with two major magazines producing dual covers with separate photos that popped up this month, wonders Grumpy Editor.

Bloomberg Businessweek (the capital W has been retired), in its Feb. 14 issue, came up with two cover versions touting “The Infidelity Economy” which gave much space to a Web site operation that focused on the hot topic of linking married men to married women.

The western version showed a man’s (non-hairy) legs with pants dropped down to his ankles.  The eastern cover captured V-shaped female legs, topped by high heels, pointed upward.

One response was: “This is not your father’s biz magazine.”

Meanwhile, distributed this week, was Woman’s Day --- dated April 1 --- also with dual covers.

Some subscribers received a Woman’s Day cover showing a pasta dish (technically, creamy pasta with leeks, peas and Parmesan) while the other displayed two shelves on a wall that included “cheerful” assorted knick knacks.

Readers were invited to vote --- via the Web --- on the Woman’s Day cover they prefer, spurred on by, “Don’t be afraid to judge our book by its cover: what’s inside is exactly the same!”

Early voting leaned toward the shelves.

 

Proposed S.F. ‘green’ law pulls fingers off Yellow Pages

In the future, there will not be many fingers walking over the Yellow Pages in San Francisco if the Board of Supervisors has its way, notes Grumpy Editor.

A proposed ban on unsolicited distribution of Yellow Pages is the latest in a series of “green” measures in the City by the Bay.

A ban would mark San Francisco as the first city in the nation to fully thwart Yellow Page distribution.

Behind the move is David Chiu, Board of Supervisors president, who feels Yellow Pages are becoming obsolete in the Internet age and often end up unopened or in the trash, reports Rachel Gordon in the San Francisco Chronicle.

Chiu’s proposed law would require telephone companies plus other distributors and publishers to obtain advance permission before delivering an estimated 1.5 million Yellow Pages annually in San Francisco.

"If we're serious about the environment, it's time we recognize that phone books are a 20th century tool that doesn't meet the business or environmental needs of the 21st century," Chiu tells the Chronicle.

The proposed law "would be an infringement of our constitutional rights, the right to distribute speech" and would unfairly target one industry, declares Amy Healy, vice president of public policy and sustainability at the Yellow Pages Association, founded in 1975.

The San Francisco proposal follows a Seattle ordinance (now the basis of a law suit) that prohibits Yellow Pages distribution to those on a city-enforced opt-out list. In efforts to recover recycling costs, the ordinance also places a fee on phone books distributed in the city.

 

Cities frown as ad messages extend to streets, sidewalks

Advertising abounds when one goes for a walk these days:  While sniffing fresh air and toning up muscles, the scenery is cluttered with ad pitches on billboards, school and public busses, taxis, sides of buildings, trolleys, store windows, newsstands, sky writing and now --- in getting down to earth ---  even on streets and sidewalks, finds Grumpy Editor.

As a Saturday Wall Street Journal story by Jim Carlton notes, some cities are cracking down on ads, logos or product mentions placed on sidewalks and streets.

San Francisco and New York are favorite locales for so-called “street art.”   Some police brand that method “graffiti vandalism.”

The ad graffiti is costly to cities, especially those with budget problems.  Crews with special equipment have to be dispatched.

Among major advertisers going the sidewalk art route:  high-tech company Microsoft Corp.

Street and sidewalk art, while getting more attention these days, is not new.

GoGorilla Media, New York, on its Web site mentions streets and sidewalks are among alternative advertising techniques employed as “a way of attracting people to products when they least expect it.”

Claiming it has more than 10 years experience in sidewalk advertising, the marketing agency points out, “Each day millions of people walk down city sidewalks on their way to jobs and shopping” and that it can help “utilize those streets with reverse graffiti to send powerful guerilla marketing messages to promote any product or service.”

Such under-your-foot commercials can be risky, however.

The Wall Street Journal story points out New York police in July jailed independent contractors on vandalism charges for stenciling chalk ads on sidewalks.

PR, communications jobs make ‘top 100’ list, says Money

While no newspaper or broadcast positions made it into the Money/PayScale.com list of top 100 “Best Jobs in America,” public relations and communications directors did, finds Grumpy Editor.

The monthly magazine, in the Time Inc. family, and compensation experts PayScale.com used Bureau of Labor Statistics growth forecasts for 7,000 jobs and identified industries with the biggest increases in positions requiring bachelor’s degrees.

PR director came in at No. 84 while similar talent as communications director followed at No. 87.

Both PR director and communications director were described as “plans and directs public relations programs designed to create and maintain a favorable public image.”

However, median pay for PR director edged out communications director, $85,000 to $80,000.  Top pay indicated for PR director was $153,000 while the sister position came in at $144,000.

Both scored high in “personal satisfaction,” getting an “A” grade.  But stress for both jobs brought a “C.”

An allied position, marketing consultant (who “plans and assists in implementing marketing initiatives of the organization's products and services”), ranked higher on the list at No. 61.

And what position led the “best jobs” list?

Software architect.

Architect?

For what that job entails and the full top 100 list with details, go here.

Magazine publishers aim for non-stop subscriptions

Some magazine publishers think they are being clever and ahead of the game in going to automatic renewals in pitches to existing or potential subscribers, which is irritating some readers, resulting in lost orders, observes Grumpy Editor.

The marketing tactic appears to be spreading.

Utilizing that method are such well-known publishers as Time Inc., Condé Nast, New York, Popular Mechanics and Runner’s World.

Mailed and Web pitches to readers emphasize receiving uninterrupted service (some hail it as “continuous service guarantee”) and no mailed renewal notices. 

This, of course, benefits publishers by cutting printing and mailing expenses as renewal time approaches, allowing computers to do the work.

But automatic renewal --- by credit/debit card or, in some cases, PayPal --- is at the rate then in effect.

This allows publishers to sneak in a higher subscription price in the future to unsuspecting readers.

However, fine print --- which subscribers may not see --- does indicate “you may cancel at any time by contacting customer service and get a full refund on all unmailed issues."

         Now comes shipping, handling fee

The latest twist in subscription pitches comes from Martha Stewart Living magazine.  Mailings to potential readers dangle an attractive $15 rate for 12 issues.

But added to that, as with delivery of packages by Federal Express or United Parcel Service, is a $4.95 shipping and handling charge.

So why not just offer subscriptions at $19.95…period?

Strangely, the Martha Stewart Living Web site does just that, showing the full price for 12 issues as $19.95 with no mention of shipping and handling.

Star-Ledger, Newark, seeks marketing ideas from staffers

One way a newspaper can collect savvy marketing ideas --- without going to a high-fee consulting firm --- is to invite staffers to share their thoughts.  That’s what the Star-Ledger, Newark, is doing, notes Grumpy Editor.

The Star-Ledger, owned by Advance Publications, Inc., is New Jersey’s largest daily newspaper.

Columnist Kathleen O’Brien is spearheading the internal effort, via an e-mail to staffers, “to come up with ways we can signal our continued journalistic vitality and importance,” reports Joe Strupp, a former senior editor at Editor & Publisher, in a Media Matters posting.

O’Brien tells staffers she is seeking “thoughts on what we should be saying and how we should say it. Big ideas, little ideas, bring 'em on. I'd especially love to hear from our newer employees, who may have different insights as to how the paper is viewed.”

Tapping brains of newsroom personnel, and others on the payroll, is a nifty way to gather suggestions for improving or expanding the product, especially in a competitive area.

Often, unexpected gems blossom from internal ideas.

That’s why some alert businesses have maintained suggestion boxes for years.

Meanwhile, another, yet mostly overlooked, low-cost method in refining an editorial product is going a step further by encouraging suggestions from the other side:  readers.