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More on the Bob Garfield exit. After word began leaking out Wednesday about Bob Garfield's exit as ad reviewer from Advertising Age, the trade publication wasted no time trying to put its own spin on developments -- something to be expected, we suppose, from media types who know a little something about "spin" from first-hand experience.

Garfield, as we stated yesterday, will keep at least a finger in the Ad Age editorial mix via a column on the digital revolution called "Listenomics," per a note posted on the Ad Age Web site today by Ad Age's Abbey Klaassen. The new column's frequency was not mentioned in Klaassen's posting. Apparently, Garfield also will go into consulting, but again nothing specific about that yet.

Most interestingly, what was omitted from Klaassen's report is that a story is now being researched and written by a reporter working for Ad Age that is supposed to run concurrently with Garfield's final ad review column -- a 2,500 word opus, we're told, that he has already penned.

From what we were able to glean from one source, Garfield's farewell piece is pure, self-aggrandizing Garfield at his best. So much so, in fact, that Ad Age felt compelled to run a countervailing article to provide a more balanced assessment of Garfield's contributions to -- and place in -- Ad Age's long history.

Garfield, however, insists the accompanying article was assigned at his suggestion long before any Ad Age editor ever saw his finished farewell piece.

In any event, get ready folks. Sounds like there's some fun reading in the offing.

Sources report that Bob Garfield, long-time ad critic for Advertising Age, is preparing to exit the trade publication in early April. Garfield's departure will leave critic Barbara Lippert of competing trade pub Adweek as the only writer regularly critiquing advertising for the industry's trade publications. Garfield reportedly will still be an occasional contributor to Ad Age.

Garfield has been writing advertising critiques for decades, though his work for Ad Age seemed to have taken on a somewhat lower profile in recent months -- perhaps a prelude to his departure. Like some others who have covered the ad industry for a lengthy period of time, Garfield, in his reviews in recent years, seemed to reveal a growing disdain for the increasingly subpar creative efforts of many ad agencies -- that is when he wasn't being overly and smugly self-referential, a characteristic of his writing for which he was well-known.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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