Trumblog

The reason why the picture of the front page of the Cambridge Chronicle is on the right is here is because Anthony Galluccio was a State Senator who was involved in a hit and run accident and then sentenced to jail this week for violating his probation for having alcohol on his breath. So you can see the irony of Cambridge Wine and Spirit’s sticker advertising a 20% off sale.

Now I don’t expect that this will generate any anger toward the Chronicle or Cambridge Wine and Spirits, just a few chuckles, but the benefit of that advertising is compromised. I assume that the Chronicle will be reimbursing them for the ad or more likely a discount on their next ad in the paper for this inappropriate placement. Then again it’s been awhile since my freshmen advertising classes and maybe the wall between editorial and advertising forbids that. But if there is a refund or discount, does that really resolve the issue? Yesterday I read the following quote from Ramon DeLeon of the YouTube Domino’s delivery apology:

“The only way to put out a social media fire is with social media water.”

With that in mind what kind of fire is put out by a discounted ad?

I happen to patronize Cambridge Wine and Spirits. They have a great selection, helpful folks, decent prices and the owner seems like a nice guy. Therefore I offer this unsolicited idea to them.

First, apologize. It wasn’t your fault, but your name is on the sticker so be accountable. It doesn’t need to be a YouTube video like Domino’s  (though that would work), but maybe a letter to the editor in the Chronicle. Anthony Galluccio is a well liked politician in Cambridge; he grew up here, went to public schools, was a city counselor and Mayor of Cambridge before becoming a State Senator. Wish him the best in getting the help that he clearly needs. Then praise the work of a local chapter of AA or treatment center.  Show that you are a caring and active member of the community.  Then take that refund or discount that the Chronicle gives you and donate it to center that you recognize. Don’t brag about it, just do it.  If anyone asks, well that’s up to you.

More advertising will not resolve this front page news placement screwup. This is a news fire. It needs news water and that’s what helping other people get the help with alcohol abuse that Galluccio didn’t is.

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