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Advertisers are making fools of themselves

May 4, 2018
Cape Coral Daily Breeze

To the editor:

I can't believe that because Fox show anchor Laura Ingram made a comment that didn't sit well with some of the advertisers these pin-heads have decided to cancel their advertising schedules. Talk about upside down thinking.

We were under the impression that advertising buys were made on the strength of either audience size or readership, if it's newspapers that are involved.

To see that marketing decisions are made, by some, on the basis of political leanings or a commentator's remarks explains why some companies are struggling with volume and profits.

The fact of the matter is that not even price should be a factor in making advertising decisions. Matching dollars spent against returns is the ONLY way to measure real cost and results for the advertiser is the direct consequence of reaching the largest possible audience in the advertiser's marketing area. Decisions that are made depending on political, preferences or comments is a childish example of misdirection by the advertiser!

As for President Trump's "tweets," here's another example of the main stream media being disingenuous. The President utilizes the "tweeting" method only because when he talks to the American people through the media his words are always twisted. When the main-stream media decides to screw its heads on straight, report fairly and without deception, that's when the "tweeting" will end.

And finally, lay off the silliness created by the worthless media regarding the President's wife. Melania Trump is not only one of the most beautiful women in the world, she speaks four or five languages and is certainly one of the brightest and accomplished ladies on earth.

It's time for the media monkeys to focus on the fabulous Trump accomplishments since he took office and Mrs.Trump surely doesn't need advice from silly talking heads.

Dick Kalfus

Cape Coral



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