LETTERS: AD COPY LENGTH; Is there no room in today’s ads for some long copy?

In ‘Is nostalgia for long copy an indulgence in this digital era?’ (Campaign, 5 October) a new breed of copywriter, Paula Jackson, says she would rather switch to MTV than read a 500-word ad.

In ‘Is nostalgia for long copy an indulgence in this digital era?’

(Campaign, 5 October) a new breed of copywriter, Paula Jackson, says

she would rather switch to MTV than read a 500-word ad.



Golly, gosh. Better put away your quills then, David Abbott, Tim

Delaney, Chris O’Shea etc. You’d better face up to the fact that the

ability to write long copy has about as much relevance to advertising as

basket-weaving.



If you want to keep up with Jackson, you’d better get into the new hi-

tech thinking fast. Why, she even has the support of a couple of

industry sages.



Did you not read that Patrick Collister has now decreed that the quality

of your literary skills are ‘no longer relevant’? Were you not aware

that John Hegarty himself has said that ‘long body copy is an

indulgence’?



It’s all there in the article, in case you missed it.



And it contains another big point you’d better take to heart, too.

According to the article, it’s ideas they’re looking for these days. You

didn’t know that, did you? You thought it was all down to a bit of

crafting, didn’t you? Silly you.



Thank goodness, after all these years, there’s a new breed of Beano-

reading creative, untainted by nasty old traditional skills and values

and able to tell us how it is - and that’s despite the efforts of old

kill-joys like Adrian Holmes banging on about ‘yobbish’ advertising

and Tony Brignull, who even dared to criticise Tony Kaye.



Geoff Horne, Maidenhead



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