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6A Daily News – Friday, November 11, 2011 Opinion What your press releases say about you D NEWSAILY RED BLUFF TEHAMACOUNTY T H E V O I C E O F T E H A M A C O U N T Y S I N C E 1 8 8 5 Greg Stevens, Publisher gstevens@redbluffdailynews.com Chip Thompson, Editor editor@redbluffdailynews.com Editorial policy The Daily News opinion is expressed in the editorial. The opinions expressed in columns, letters and cartoons are those of the authors and artists. Letter policy The Daily News welcomes let- ters from its readers on timely topics of public interest. All let- ters must be signed and pro- vide the writer's home street address and home phone num- ber. Anonymous letters, open letters to others, pen names and petition-style letters will not be allowed. Letters should be typed and cannot exceed two double-spaced pages or 500 words. When several letters address the same issue, a cross section of those submit- ted will be considered for publi- cation. Letters will be edited. Letters are published at the discretion of the editor. Mission Statement We believe that a strong com- munity newspaper is essential to a strong community, creating citizens who are better informed and more involved. The Daily News will be the indispensible guide to life and living in Tehama County. We will be the premier provider of local news, information and advertising through our daily newspaper, online edition and other print and Internet vehi- cles. The Daily News will reflect and support the unique identities of Tehama County and its cities; record the history of its com- munities and their people and make a positive difference in the quality of life for the resi- dents and businesses of Tehama County. How to reach us Main office: 527-2151 Classified: 527-2151 Circulation: 527-2151 News tips: 527-2153 Sports: 527-2153 Obituaries: 527-2151 Photo: 527-2153 On the Web www.redbluffdailynews.com Fax Newsroom: 527-9251 Classified: 527-5774 Retail Adv.: 527-5774 Legal Adv.: 527-5774 Business Office: 527-3719 Address 545 Diamond Ave. Red Bluff, CA 96080, or P.O. Box 220 Red Bluff, CA 96080 Press releases are important to community newspapers. We're not all-seeing and all-knowing. Whether or not there are some posters up or "under new manage- ment" signs posted, much of what readers consider news is received from event planners and business- es. Press releases vary in style and tell something about the group sub- mitting them. Ag community — brief, to the point, logical order. Truck show, time, date, place — what, when, where, right to the point, no flowery language. Directions come next, after all, you'll need to get there. Parking information, naturally, so you can arrive prepared. What the show will feature is the last thing mentioned. Never mind that readers won't bother reading all the details unless they know what to expect and have decided to go. Then again, ag events tend to be a given winner in that community, so it's assumed that if there's a truck show, you'll want to be there. Arts community — loads of flowery language with lots of adjectives are the releases about art events. They tend to start with the name of event and how wonderful it will be, positively guaranteeing a mov- ing experience for anyone who hallmark of attends. Context, such as artist's biogra- phy, childhood memories, educa- tion and influences, is given for the artists involved. One can't truly appreciate great art, apparently, unless one understands the driving force that prompted the artist to create it. In case readers can't connect the dots, the releases go on with an explanation of how those life expe- riences come through in the art. Extras, such as wine tasting and finger food to be served at event, are listed next, typically in glowing terms. It isn't just food being offered, delicious food is offered. Attendees won't simply taste wine, they'll taste exceptional wines. Almost as an afterthought, the time, date and place of the event are listed. Entertainment — these employ much of the same adjec- tive-laden descriptions as releases from the arts community, but go a step further. They start with the name of show and group performing it. Excuse me, the award-winning, popular, talented, crowd-favorite group performing it. Next is a glowing description of how well regarded the show is and all the places around the world it has been performed. Then comes the part that puz- zles me. Most of these releases fol- low up with a detailed telling of the show's entire story, effec- tively spoiling any sur- prise for the audience. A glowing description of the director and cast, including a list of previ- ous theatrical triumphs, is usually included, as is sponsor information and a quote about how proud the sponsor is to bring this level of entertainment to its community. Finally, the ticket price and availability, time, dates and venue are men- tioned. Business announce- business has always prided itself on delivering state of the art prod- uct or service and this new product or service will allow full name of business to continue to lead the way in product or service for Tehama County." This is followed by Chip ments — these are the most fun because many of them are written by people paid to produce press releases. Thompson 545 Diamond Ave. The trend is repetitive mention of the business' full name and quotes that insist great customer satisfaction. The full name of the business is pleased to announce that full name of the business now offers product or service. "At full name of business we are proud to offer the best product or service available in the communi- ty," stated president or CEO of full name of business. "Full name of an extensive listing of all the people, along with their titles, who will be providing the product or service offered by the full name of business. Finally, these releas- es are capped off by an "About full name of business" paragraph, which is identical in every release. In a conversation the other day with a friend, I said "everybody's business is news." Businesses understand the effectiveness of newspaper publicity, so I can't blame them for seeking the press. Same goes for those promoting other events. Just know we're in the business of giving you, and readers, that press. Chip reached at 527-2151, Ext. 112 or by Thompson can be e-mail at editor@redbluffdailynews.com. Your officials STATE ASSEMBLYMAN — Jim Nielsen (R) State Capitol Bldg., Room 6031 Sacramento, CA 95814 (916) 319-2002; Fax (916) 319-2102 STATE SENATOR — Doug LaMalfa (R) State Capitol Bldg., Room 3070 Sacramento, CA 95814 (916) 651-4004; Fax (916) 445-7750 GOVERNOR — Jerry Brown, State Capitol Bldg., Sacramento, CA 95814; (916) 445-2841; Fax (916) 558-3160; E-mail: governor@governor.ca.gov. U.S. REPRESENTATIVE — Wally Herger (R), 2595 Ceanothus Ave., Ste. 182, Chico, CA 95973; 893- 8363. U.S.SENATORS — Dianne Fein- stein (D), One Post Street, Suite 2450, San Francisco, CA 94104; (415) 393-0707.Fax (415) 393-0710. Barbara Boxer (D), 1700 Mont- gomery St., Suite 240, San Francis- co, CA 94111; (510) 286-8537. Fax (202) 224-0454. Your friendly and watchful supermarket Commentary Father had a grocery store during the 1930s in the 600 block of Main. He was initially a pur- veyor of vegetables and canned goods, and later, fresh meats. The selection of goods displayed in his store was arbitrary. There were two entrances. Through the right door, were stacks of canned goods and through the left, was the meat counter. In between were fresh vegetables…and in the very rear a walk in cooler which had thick walls filled with sawdust. This chill box was first cooled by blocks of ice and later, refrigerated air via an external compressor. And that was about it. Whereas our store did offer home delivery, there was little thought given to the layout of the goods for sale and the buying habits of the cus- tomers. That is no longer the case. Today's supermarkets plot their customers every move and have learned how to stimulate their impulse buying. Supermarkets now employ closed circuit TV, not only for security, but to chart customer moves as they thread their way through the aisles. It is still standard practice to place milk and other staples in the rear of the store to encourage shoppers winding their way through aisle after aisle to buy other goods. However the markets have ratcheted up the art of impulse buying. Cameras now record how speed bumps and floor coverings affect customer purchasing. The speed bumps make a clickity-clack noise when run over by shopping carts, which causes the buyer to slow down and peruse sale items in a selected vicinity. The pros call it the "zone of seduction." In said zones are large displays, such as a tower of canned soup, with perhaps a sign reading "1.95" and "MAXIMUM OF THREE TO A CUSTOMER." Psychologically, the buyer assumes this is a limited price item and may take advantage of same by grabbing three while the sale is still in progress. And research has shown that the dollar sign, "$," is a symbol of cost…so it is often dropped from the sign indicating the price. Next time you go to a supermarket, look at the displays, the floors and the layout. Do not despair if you feel manipulated. Your federal government is a past master of the art of manip- ulation via the news media. Or so sources say. *** Your household tip for today, courtesy of the missus: You will know the time has come to mop your kitchen…when your dog decides to lick the floor instead of going for his morning piece of toast. And speaking of the mis- sus, she says that new shop at 411 Walnut St. is the cat's meow. It is called "3 Genera- tions" and features women's apparel and works of art. She says it will be a great place for her Xmas shopping. However, a disclaimer: I leased the premises to the new tenants in behalf owner, L. Elsner, and so have a vested interest in their success. As sources say their merchandise is reason- ably priced, that means the missus won't be alarmingly depleting our bank account. I hope. *** A biographer of Martin Luther King reveals that the famous orator had smelly feet. I don't know about you, but if I were writing the story, I think I would leave that part out. Isn't that speak- ing ill of the dead? *** Pity the City does not give away free turkeys to the poor for Thanksgiving. I have a film shot in the 1930s by the late Dr. Doane, which depicts the throwing of live turkeys off the roof of the old two story City Hall on the corner of Wash- ington and Pine. However, I am only assuming the recipients were poor, for the flapping birds were available to anyone in the large audience gathered on the street below…and I am also assuming the birds were purchased and distrib- uted in this bizarre fashion by the City fathers. Maybe it was a promotional gimmick by Minch Markets. Sigh. Nobody left to ask this question now. *** Last week's quiz was mostly ignored by readers. I asked why the umpire walks around to the front of home plate to dust it off, and the answer is quite simple: he doesn't want to have the catcher move to allow him access from the rear. And was there ever a combination catch- Robert Minch I Say er/pitcher in the big leagues? In the old Negro league, there was a fellow whom writer Damon Runyon dubbed "Double Duty Smith." It might have been "Jones"…it was a long time ago. Anyhow, this fellow would pitch one day and then catch the next and was damn good at both positions. And finally I asked for the name of the player who participated in the most World Series games…and the answer is Yogi Berra. I thought at least L. Merry of the Manton Mad- caps would bite on that one. This week's quiz: The song "You are my sunshine" was written by the former governor of which state, what color allegedly takes away the Green Lantern's power, and where is "The house that Ruth built" and when was it built? *** Sunday's Masterpiece Contemporary drama on our local Channel 9 was indeed a masterpiece of design and casting. The English can turn out memorable viewing for the most discriminating taste. Such as mine, for instance. *** A rather mean spirited conservative submit- ted this joke: A grandfather was eating lunch with his 10- year-old granddaughter on the 20th of February, and asked her, "What day is tomorrow?" The child answered, "It's President's Day." "That's right," he said proudly. "And what does President's Day mean?" The grandfather was expecting an answer involving Lincoln or Washington, when she replied, "President's Day is when President Obama steps out of the White House…and if he sees his shadow, we have one more year of unemployment." The grandfather stifled a chuckle. Robert Minch is a lifelong resident of Red Bluff and former columnist for the Corning Daily Observer and Meat Industry magazine.He can be reached at rminchandmurray@hotmail.com.