Ads That Subtract.

Canada's two "national" newspapers have been in their war for more than four years now, and the damage lies on the landscape for all to see. It ranges from credibility on disputed readership numbers, to the list of former editors and owners, not to mention front-page story claims that put tabloid television to shame. "The National Post" used it first, but the "Globe" and "Mail" has recently put its version into production. Paul Wells and Andrew Coyne are two very bright guys -- I know, because I often turn to them for their analysis, wit and ability to cut through the nonsense that surrounds political life in Canada. But here they are, shot with Hollywood lighting and soft focus lenses, coming up with lines about their paper that would make some of their ad people blush. Before I go further, let me say that I know what they must have gone through when they were locked in a studio to do their part in their paper's war plan. Being in TV, I know these types of videotaped self-promotions: after hours of preparation, lighting tests, makeup brushes, and cameras rolling perfectly along little tracks, you finally start talking about your broadcast, your colleagues, your viewers. And with each take, you get encouraged by the production hangers-on to get looser, and more bold, in your claims. Pretty soon, you'll say almost anything just to get out of the room. And sure enough, that's what they end up using in the commercials