Self-Serving Newsletter Huge Success
Email Recipients Enjoy, Tell Magneto Not to Push Luck
PORTLAND - Greetings movers and shakers. It's that time of the quarter-year again—time for the release of Ignition, the cool newsletter from Magneto Brand Advertising. Thanks for the kudos and expensive presents you sent in response to our inaugural issue. We've spent the money, eaten the chocolates Craigs Deskand taken the free trips. So now we're refreshed and pleased to be back in front of you with a packed second issue of super-interesting stories about the goings on here at Magneto HQ. Incredibly, Issue Two of Ignition loosely coincides with the yearly ritual of the Wearin' O' the Green. So on behalf of our Irish brethren, we're shouting out Happy St. Patrick's Day salutations to you all! With that, we humbly free you to peruse Ignition Number Two. So to speak. Krieg Thumbtwister-Editor

Noontime Respite - Adhering to a policy requiring midday naps, Craig Opfer sleeps at his desk with beverage at hand.

Magneto Names Biggest Home Show In History of Known Universe, Maybe
Designs Logo, Creates Campaign, Other Super Neat Stuff

PORTLAND - The Ultimate Open House New Home Tour™ is coming to Portland this April with its name, brand identity and an integrated campaign created by none other than Magneto Brand Advertising. The Home Builders Association of Portland's scattered-site home show features nearly 100 new homes, townhomes and condos for sale in the Portland metro area. As the name indicates, each home will be an "open house" during the event. Ryan Wagner, Marketing Director for the HBA, remarked that "Magneto really got this one right. This logo is all over the place. It totally conveys the idea behind the Ultimate Open House brand. I don't know what they're smoking, but it really works." In addition to the brand identity, Magneto is developing an integrated advertising campaign to promote the show, which runs for two weekends in April. More specifically, April 20-22 & April 27-29. Go to the show. See lots of houses. SEE THE CAMPAIGN (in progress)

Nelson & Terry Spot Feedback:
99.999% Positive, 0.001% Really Pissed

Person Threatens to Call Network with Complaint. Should We Care?
PORTLAND - Remember those over-the-top TV commercials for 105.1 THE BUZZ that we proudly showcased in the first edition of this e-rag? The response was great. Everybody loved them. Well, everybody but one angry local who sent this note:

"I just saw your commercial that showed one of your people in the car having gas. This was an absolutely repulsive commercial. Children watch this too. I will notify HGTV that your commercial was on and offensive. I've not listened to your radio show, nor will I. I do not know those people in the car in that commercial, but I ask have you lost all morals and values? The commercial was GROSS!" J.R., Portland, OR

HGTV? Do you think that could be the J.R. from Dallas? Definately a non-listener. Sounds like a grandma. Her feedback proves we've done our job. She hated them. Listeners loved them. What did you think of the Buzz spots?

News Roundup
Magneto Creates Pair Of NW Natural Radio Spots
Spots Utilize Typical Themes—
Psychic Game Show, Man in Alley

Syndicated In Sunny
San Diego

Irreverent TV Spots bought for use by active rock San Diego radio station should land them in a heap of trouble

by Buzz Winkle

Guess what really chaps my hide? I'll tell you because you can't possibly know. Inconsistency. There is nothing worse than a client that's inconsistent. Except grits. I hate grits. They stick to my dentures. But, I digress. Look, just because a cheap spot opens up in a newspaper at the last minute doesn't mean you should run an ad if you've decided strategically to be on radio. It makes me vomit to see inconsistency in logos, in messaging, in production values, etc. The thing to keep in mind is that you have to let a branding campaign play out. Don't be jumping around trying scads of different things just because you're sales manager develops a nervous twitch when the commercial that just started running on Friday didn't equate to huge dollars by Sunday. Unless you're giving away free stuff, a campaign takes a while to sink in with the public. Why, when I was the Brand Manager at Shackner's Home Furnishings, my agency created a theme and I stuck with it for years. "Shackner's. Live the Dream." See, it works if you're consistent. Look, I can't give you the whole picture in this tiny postage stamp of a column. Get a copy of Magneto's Quick Reference Guide to Brand Wisdom." Then conceivably, you'll grasp what I'm talking about.