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Our View…You've got our number

There's a particularly annoying television ad for a major cable company that has been around for quite some time now. It's one of those ads that relies on a repetitive message and one of those "brain worm" jingles that pretty much guarantees you can't get it out of your head.

What's more, the ad seems to be played first thing every day, during the breaks in the morning news programs, and last thing every night, during the breaks in the 10 o'clock news. That means it gets stuck in your head as soon as you get up every morning and stays with you as you go to sleep every night.

The bottom line — and the one the company wants to stick in your mind — is the telephone number to order that particular cable service.

And as aggravating as the ad can be, it does have a certain stroke of brilliance to it — if you should ever be in the market for a cable company, guess which one you're likely to call?

It’s one way of getting a message across — one that is at times tempting to copy.

Last week, the latest round of telephone books was delivered to residents and businesses in our area. And lo and behold, we at the Pine Journal/Northland Smart Shopper discovered that neither of our publications was listed in either the white pages or the yellow pages. We were simply nowhere to be found.

That's a big problem for someone who's in the business of gathering news, selling advertising, and wooing subscribers. Even in this day of websites, emails and computer technology, there are still a great many folks who simply want to pick up the phone and call. Sometimes it's to turn in a news tip or find out the cost of an ad or subscription, and sometimes it's as simple as wanting directions on how to find us.

The telephone company has since been informed of the omission, along with our contact information, but it will be an entire year before anyone can grab their phone book and look us up.

Suffice it to say that we ARE still in business, and we value your phone calls, so….






Thanks, and we look forward to hearing from you!

Wendy Johnson