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Insulting your customers: now that approach is new to me....
I just read the letters to the editor of 944, a new Phoenix-based magazine, and I have never before read editorial responses so abusive in nature.
The magazine, which targets 20 to 30-somethings is "dedicated to creating a resource guide for the culture, image, fashion and nightlife for the metro Phoenix area."
Check out this excerpt:
Reader: "WHY??? Did I have to suffer through 42 pages of advertisements before I got to read your editor's letter? The anticipation nearly killed me. I sure can't wait to see what else is in the next issue of 944. Just hope that I don't fall asleep before I get to page 40...Oh, fx&% it, I'm already BORED to death with this magazine, I think I'll find something else to read...Maybe think about putting some actual content in the first quarter of your magazine, just a thought."
-"BOY"
944's response: "Boy, oh boy. Is that your real name? We like it. Except for some reason, the word jackass came to mind after reading your letter. See,only would a jackass take the time to e-mail us about something so lame. Most readers of any magazine who don't care to read through ads at the beginning are privy to a little practice called, 'flipping ahead,' which takes between two and five seconds, depending on degree of thumb strength and control. But anyone with poor thumb-flipping skills, really shouldn't be reading any magazine, let alone ours - we don't want to be responsible for any paper cuts. So, little boy, allow us to introduce to you another finger known for its flipping abilities: our middle one. On second thought, you're probably used to seeing that one pointed your way fairly regularly."
Does this grab your attention?
Now, maybe this is tongue in cheek, but two letters out of four reeked of sarcasm and abuse and frankly, it looked real to me. Now, maybe this is a generational thing, and my being past this stage in life may have tainted my reaction. Perhaps it's cool to fire abusive langauge at your customers. But, after conducting market research with my 21-year-old daughter (OK, not entirely scientific with a focus group of one), she said, "It's immature and stupid."
I certainly hope this doesn't become a trend unless consumers decide to suddenly embrace masochism. Then I'll have to re-write my customer service workshop.
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Comments
Pathetic! If blogging has taught us one thing, take the rough with the smooth.
Every criticism is a valid one. We might not always agree with it but we sure as hell need to listen to it.
In this instance, if one person felt that so may ads are at the start of the magazine that they had to write and complain, there is no doubt going to be an awful lot more people thinking the same thing - and also thinking "Does that make me an idiot too"?
944 may as well pack up now if it is going to publicly mock the people who take the time to write in...then again any magazine that can sell 42 pages of ads before you get to the Ed's introduction has a great ad team behind it...maybe they just need to change the editor!
Posted by: Paul Fabretti | 06.07.06
It's not just this magazine. They're sort of copying the letter-to-the-editor style of Maxim, FHM, and Stuff, who also are snarky to their letter-writers. This kind of thing, outside of maybe Reader's Digest and Newsweek, has been going on for years. Wizard Magazine and Electronic Gaming Monthly have even been known to do it as well. In fact, most of these magazines will post a "ridiculous letter of the month" for everyone else to make fun of.
Do I think it's tasteless? Sure. Do I think it will harm their readership? Not on your life. They are doing this for a very specific (and profitable) reason.
People like seeing other people get cut down. It's just a fact. The cut-down, while being the most base form of comedy, is also the biggest laugh getter. People like to read snarky, mean-spirited things like that. I mean, look at TV, millions of people tune in to hear Simon Cowell say hurtful things to CHILDREN on American Idol. People watch shows like Blind Date and ElimiDate and Jerry Springer just to see other people hurt other people. There's a huge market for that, and 944 magazine is just wanting to be known as the next new smart aleck out there.
Posted by: J.D. Matthews | 06.07.06
Following up on JD's comments, I'd say that the magazine responded to the tone of the subscriber.
Had the reader sent in something more courteous, reasonable and intelligent, I'm sure the response would have been more courteous.
That might not be an excuse, but having some experience in the newspaper business I know the volume of "crazy stuff" that comes in. Most of the time it's ignored, but a "hip" magazine might use it as a way of giving people a laugh.
944 can publish whatever they want as "letters to the editor" so you have to believe, as JD points out, they know what they're doing.
Still, I'd never respond to a customer that way no matter how insane the request, comment, etc.
Posted by: Ben Yoskovitz | 06.07.06
If it gets you talking, it's working. In my letters and now my Blog I can sometimes say something negative towards my reader. I can use sarcasm and non politically correct jokes.
This only brought more readers. Bottom line is ... you can say whatever you want as long as people still find value between the lines.
Posted by: Igor M. | 06.07.06
To be perfectly honest, that's one of the things that built up readership at my blog: me poking fun at American Idol foibles, as well as the random Paris Hilton and Kevin Federline diss.
People like it. Doesn't mean it's good.
Posted by: J.D. Matthews | 06.08.06
Thanks for all your comments. Those of you who claim that poking fun at others is entertaining are right. I accept that. What may have started with stand-up comedians in the 50's and 60's has evolved, however. Now, it's mean.
Dissing celebrities is something else - they are in the public eye and have to expect some level of criticism and scrutiny. But I find it embarrasing to watch Jerry Springer and I don't enjoy anyone ridiculing someone in public, even for entertainment purposes. The level of ridicule has changed and for what? To make average people feel better because they don't have any excitement in their lives, or want to take out their job frustrations by watching someone else "get it?"
Again, maybe it's generational. I'm saddened that our culture finds redressing others so enjoyable. What do we need enemies for when we do such a good job of lambasting ourselves?
Posted by: Elaine Fogel | 06.08.06
I would agree with Elaine on the level of ridicule going up.
In the magazine case it's largely anonymous; no one knows the sender's identity.
But Jerry Springer and other reality shows such as Fear Factor irk me. Blech. I don't really want to revel in the misery of others, at least not to the level that it's going.
Celebrities are going to get bashed, people in the public eye will get bashed (politicians, etc.) and that's expected. Done with wit and humor it can be funny. Look at Jon Stewart, for example. But most people aren't Jon Stewart so they rely on boring, silly, blatant bashing.
It may be generational, if you consider things like reality TV generational (which they probably are).
Posted by: Ben Yoskovitz | 06.08.06