Declaring War on The New York Times
The tartare, prepared tableside, blends beef from all three sources. American Kobe beef cheeks are superb in ravioli bathed in truffle broth. Speaking of truffles calls up another exercise in extravagance: black truffles, sprinkled over extra-thick applewood-smoked bacon.
—Bob Lape, New York Business
How to Create an Open Letter in a Full-Page Ad
“A letter should look and feel like a letter,” said the late, great guru Dick Benson. All three of the open letters that day were disasters—ill-designed and uninviting.
* Jeffrey Chodorow’s Harangue
What may have saved Kobe Club from oblivion was the fact that Chodorow’s ad was printed in double-spaced, 12-point sans serif type that stretched 10” across the broadsheet newspaper page. It was gray and unreadable. See it for yourself at http://www.slate.com/id/2160484/ and try to read it all the way through.
* David Neeleman’s Apology for the JetBlue Catastrophe
Neeleman took all the blame for the monumental screw-up. In every media appearance—and he showed up a lot—the embattled CEO played the ultimate decision maker and go-to guy who manfully fell on his sword. Yet in his full-page letter in the Times to “Dear JetBlue Customers” he used the word “we” 11 times, “our” four times and “us” twice. Not once did he use “I,” “me” or “my.” What’s more, on the JetBlue Web site, the letter was personally signed by Neeleman, but in the Times version, the signature was JetBlue’s corporate logo. He went from the warm, believable “I screwed up” on his Web site to frosty corporate-speak in the Times. Why? You can see the text of Neeleman’s letter at http://tinyurl.com/29g9hj
* Durst’s and Malkin’s Letter on Freedom Tower
Like Chodorow’s tirade, this was in sans serif type—albeit larger—and stretched across the entire page, rendering very difficult to read. No salutation, no signature. Just one big ho-hum.
- New York City