|NOTE: Although its subscriber list is coveted for marketing purposes, the first (and only three) consumerist special advertising sections for travel published by Business Week magazine were poorly supported by the meetings/travel industry. No special meetings/travel issues have followed.
Why not supported? A couple of possible reasons:
mma) Conceivably, the two writers didn’t know the subject matter well.
mmb) Possibly the meetings/travel industry would not support any special issue by any magazine whose editorial content it could not control. . .as it can’t, Business Week. Purveyors can and do control the editorial content of virtually all publications within the meetings/travel industry via advertising clout. That control now extends to the trade’s several associations. But that situation probably leads you to ask, “What does such editorial control entail?” and “How might that distort the information that reaches me?”
Cavalier has his answering ideas; but you can reach your own conclusions after reading the reprints on this website at:
The second transmittal letter and editor’s thank you note for that BW contract is provided: Because this meetings industry is rife with unsupported claims, Cavalier will not endorse that misleading industry tactic. (At the homepage, click ‘Recognition’ button; then ‘Clients’ and its ‘BW’ base button.)
Re: Point (a) above: Unannounced, Cavalier wrote the consumerist materials for the second and third (of three) issues at Business Week; so possible personal attack on the writer was not an issue. As magazine policy, neither of the two writers was named. The problem evidently was BW’s consumerist view- point. The viewpoints expressed were consistent with those of Cavalier’s first book (Achieving Objectives in Meetings; 1973), the world’s first how-to-control text in the meetings industry. As the source of most current methodology and terminology in the trade today, AOM described a proved methodology and system (with content-control forms and guides provided) that had been developed by Cavalier and proved effective during the early 1960s via his then-employer, United Attractions, Inc, of Chicago (UA).
2. Sourcing the practical experience and proofs:
Originally, a banquet entertainment producer, UA became the world’s first convention-consulting organization by client-request. All of today’s formal how-to methodology for message control was developed and tested there. United Attractions is mentioned in other credence items on this site, too, specifically, LSAA/ Joseph L. Koach (see ‘Recognition’ and its ‘Clients’ base button.)
UA’s name might not be familiar to all, but its legacies are still useful after about seven decades:
1) In the late 1950's, UA created the first themed presentation at auto shows for the color-lighted Cadillac Brougham, at the Chicago Auto Show. Featuring a bride (in bridal gown) and groom (in tux) discussing their honeymoon trip, Cadillac’s exhibit became the hit of that show and the model for themed auto presentations ever since.
2) Themed, flat-rate banquet entertainment for association (and then corporate) events (add a star performer if your budget permits) was invented by UA in the late 1950s (before Cavalier joined that firm). Their original format: themed decorations plus orchestra, dancing, and floorshow-- entertainment at a relatively-low flat price . . . with unrestricted choice of your choice of star entertainment at individual cost-plus, if your budget permitted.. That’s budget control, and it’s still effective today–as a standard proposal technique. Demand it!
3) For clients, and on request, UA created back-stage, hands-on management (in 1960) for both business and entertainment program segments. Requests from two of its early banquet-entertainment-only clients (the American Linen Supply Association and the Steel Service Center Institute). Cavalier was hired as the business writer. Until that time (1960), no producer of entertainments offered business-stage service. UA offered total on-site convention service.
4) Also in the early 1960s, UA created the first multi-media presentation for the American Gas Assn convention because no single medium would do the whole job. However, within months, a competitive magazine printed an "expert" opinion that multi-media had originate with "a couple of hippies who had wandered into each other on the beach." Of course, all hippies wandered about with projectors and other electronic equipment that couldn't be plugged in (no wireless at that time). This incident does illustrate the early desperation of the industry to remove ‘purpose’ from your selection of media. That purposeless viewpoint (together with the Kodak hemispheric film exhibit at the NYC World's Fair of 1964) helped to create the mindless orgy of multi-media- for-the-sake-of-multi-media that still plagues meetings. Today, the mindless-buying thrust is toward e-learning-for-the-sake-of-e-learning. Content must be the determiner! Content must control all else if you hope to predict and control the outcome of the meeting! Content will specify its own best delivery system. See the algorithms topic in any complete ISD program.
Want to see the distorted cover letter and text (a clean-type plus photo of manuscript carbon) from LSAA/ Joseph L. Koach’s 1961 article for Sales Meetings magazine? Check ‘Business Writing’ button; then ‘Recognition’ and its ‘Clients’ base button. (The Koach article is located mid-way of approximately 19 pages total; the carbon copy follows, for veracity.) The significance of Koach’s article is that, whereas LSAA/UA used scripted and tunes for between-segment announcements, musical-script was not used to present business topics!
Sadly, a freebie magazine’s headline shouted, “Association now turns to Broadway.” Not really, Folks! Although some business presentations were in fact scripted, script alone does not equal Broadway anything. Scripting does keep speakers on track and on message–as winging-it rarely does.
That (accidental?) misreading of Koach endorsed decades of willy-entertaining via major business-musical presentations that had little or no relationship to meeting messages! Those are called in the trade ‘dog-and-pony’ shows. But that misreading did wonders for bolstering suppliers and their advertising. And that distortion still drives the freebie meetings/conventions industry press even today: Goods and services are still offering claims, usually without consideration of case-history proofs of how(or whether they might help your (or anyone’s) meeting. Free reading! You didn’t pay for a business-oriented viewpoint, did you? So what’s your complaint? In Cavalier’s opinion, the free ‘controlled subscription’ pastes a target on your back!
That question of relationship-value to the meeting message was skewed for all decades since the 1960s, by Marshall McLuhan’s flawed dictum: “The medium is the message.” Sorry, Marshall– “The message is the message!” That’s Cavalier’s published message, since 1970. The questions that you should wisely ask yourself and suppliers (via the guide forms from AOM) are contained in the updated edition of Sales Meetings That Work (originally from Dow Jones-Irwin, 1983; now, via P-O-D). For training-theory (especially if you’re new to that task), use Managing Through Training. Or go directly to the US military’s own methodology (RC’s ‘business translation’ of military ISD) in his Common Sense Instructional Systems Development.
Topics noted on the buttons below reflect conceptual support for the Cavalier ideas from other persons and sources. For other helpful practical information, see site locations on the visualized (not click) ‘Site Map’ button. For various book reviews, see the separate "Clips" section, under the ‘Business Writing’ button at www.meetingsCavalier.com. NOTE: Occasional computer glitches. If the home page’s blue buttons should freeze, the same words at page base will operate.