List mania
"Congratulations!" the letter from Who' Who says. My daughter has been nominated for their Registry of Academic Excellence (High School Edition) for her "exceptional academic success and overall achievement."That's nice. Except that she won't even be in high school for another two years and change.
Doh!
Or how about this? I routinely get mail -- about two or three pieces a week -- from companies that sell industrial plastics. Or high-carbon steel. Or heavy construction equipment. Too bad I'm a copywriter.
What's happened here? I think the list people have been too clever by half. I suspect that they use software to scour the web and uncover connections among keywords and names. As an active participant in my local chapter of the Society for Industrial Archeology, my name has been linked with "industry." But I'll never buy a length of I-beam. Ever.
And my daughter? She probably registered with a website that routinely attracts high school students. So now, in the eyes of certain list brokers, she's a ready target for college applications -- just as I'm a prospect for heavy-duty copper cable.
Stupid. And it represents a sad waste of money on the part of the clients who rented these sad, sorry lists.
posted by Jonathan Kranz at 7:44 AM
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