Diary: Hotcakes

A memo found its way on to the desks of staff at Emap Business Communications last week. It read: ’The transfer of Automotive and the arrival of leading consumer titles shows that we are no longer a pure business-to-business company. We seek a new name to describe a new business.’

A memo found its way on to the desks of staff at Emap Business

Communications last week. It read: ’The transfer of Automotive and the

arrival of leading consumer titles shows that we are no longer a pure

business-to-business company. We seek a new name to describe a new

business.’



It is nice that staff have been asked to participate in this naming

process, and even nicer that the winner will receive a weekend for two

in a top-class hotel in Paris.



But the challenge is not as easy as it might first appear. To quote the

memo, the name must reflect the fact that the company is ’genuinely

media neutral’ and ’capable of recognising cross-media synergies and

delivering the benefits to our customers and us’. How about: All Things

to All Men plc?



All this reminds Hotcakes of the time Reed Business Publishing went

through the lengthy and expensive process of addressing the same issue,

and came up with the fantastically punchy and innovative Reed Business

Information.



Who is Hotcakes to snipe at other titles? After all, two weeks ago we

labelled AltaVista chief Andy Mitchell as ageing crooner Andy Williams.

But, unlike our big sister title, we can safely say we have never

confused an ad agency with a women’s undergarment.



Advertising Brassiere? Must have been the brains behind that FHM

stunt.



Glasgow-based tabloid The Daily Record has chosen to campaign against

the repeal of Section 28. In other words, they are standing alongside

those ludicrous folk (most of whom reside in the House of Lords) who

think that a couple of open-minded sexual education lessons are going to

turn our children into homosexuals. (The same way maths lessons turn us

all into rocket scientists, one supposes.)



But The Record may yet live to regret this ’Keep the Clause’

campaign.



You see, the paper has arranged a Freepost address for campaign

submissions, which means that Keep The Clause pays the postage. Hotcakes

is told that gay-friendly (or should we say open-minded) people have

organised a counter-campaign via the net, to get thousands of people to

send beer mats, flyers and old junk mail to the paper - costing Mirror

Group 20p for every item.



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