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
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
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
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’
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.