The rumors of advertising’s death might be slightly exaggerated

Sir, Maurice Saatchi, in his “The strange death of modern advertising”, June 22, points out that his sector is being reduced to help his clients built their “one-word equity” (oops 3 words), as finding them and salvaging for them their one and only descriptive word is what it is all about.

But perhaps there should be no reason for him to despair since in Encyclopedia Americana we find that “The vocabulary has grown from the 50,000 to 60,000 words in Old English to the tremendous number of entries -- 650,000 to 750,000 -- in an unabridged dictionary of today" and so, not only are there many more words out there, but there might even be a niche for Saatchi in creating some new words.

That said and never taking a recommendation lightly, much less when it comes from such a reputable source, I immediately proceeded to try to register a “likable.com”, since likable sounds a very likable word, and niche, and you have to get them before its too late and you have to settle for something inferior. Unfortunately for me “likable.com” was already taken and so now I am just left with the urge for a word. See how clients grow on trees Mr Saatchi?

saatchi