Dept. of Odd: “Second opinion” on ‘Buying In’

Chapters, Waterloo, ON December 2008

So in the course of putting together that earlier post about crafty stuff, I was trying to remember if Ad Age‘s uniquely dismissive assessment of Buying In (“not worth the time”) had made any mention of the book’s chapter on Etsy and the Austin Craft Mafia and the handmade phenomenon. I’d correctly remembered that it did not.

But here’s something far more interesting: I was surprised to discover that at some point in the past six months Ad Age has added a “A Second Opinion” about the book, written by a different reviewer.

Mya Frazier (I know the byline, but not the person) has a different view — “a worthwhile read,” “a valuable whirlwind tour of how consumers’ hunger for inclusion plays out in some of today’s most penetrative brands,” etc. — and I’m pleased to say picks up in particular on the chapter that was in fact most specifically written with marketing pros in mind. (Chapter 12, on consumer and murketing ethics in the marketplace; many marketers will still not care for it — not enough “takeaways” — but that’s life.)

I can’t recall ever seeing a publication offer “A Second Opinion” about a book it trashed. I looked at a few other entries on Ad Age‘s book page and didn’t see any other instances. A very unusual thing, seems to me. I wonder how it came about.

Anyway, on that note of curiosity, it’s just about time for the Murketing Organization to shut down. Enjoy your holidays.

[Re that pic: Thanks Mr. Harwood!]