Memories | The Gad About Town

Lies, Damn Lies, and Ad Sales

Posted on October 10, 2014 by Mark Aldrich

The newspaper’s weekly circulation was a closely guarded exaggeration. The circulation manager knew the number, the editorial department knew it, the advertising manager knew it. The newspaper’s circulation was about 2000 copies per week. Now you know, too.

The pliability of the words “circulation,” “copies,” “newspaper,” and “week” was tested regularly. This is because if the advertisers had been told the 2000-per-week number, they might have asked the newspaper to pay them for the honor of placing their ads; thus, they were given a number 10 times larger. More often than not, they were told that over 20,000 pairs of eyes “saw” any given issue of the newspaper. Actually, in an effort at a specificity that would grant legitimacy, they were given a figure of “21,000 readers.”

The word we used was not “subscribers,” it was “readers,” and I may have been the reason for this taint of honesty: even though I was the assistant editor, I was given many tasks over my time there in order to learn the newspaper business, and one week I placed ad calls. I knew that 21,000 was an exaggeration akin to harvests in Soviet provinces distant from Moscow and could not bring myself to repeat it. We did not have 21,000 subscribers: We ordered fewer than 5000 copies from the printer each week. But “readers”? I saw people manhandling copies on line at the supermarket only to return them to the newsstand. They counted, right?

We started to claim 21,000 readers. Each of the four or five communities we covered had populations under 1000, so the only way one could legitimately claim 21,000 anything was by including pets and livestock.

Sometimes, the word was “readership.” We had a “total readership” of 21,000.

Many of our ads were from the local car dealers, so my pang of an honest twinge was not met with an equal bout of honesty from them. They tended to pay late.

Our ad manager was remarkably creative with the set of facts that he made up from the facts that we had. It was a case of a “known known” being treated with the delicate hands of a diamond-cutter. If one fact yields 20 different perspectives, many facets, well, then it is no longer one fact: It is 20 facts. And facts are knowledge, and knowledge is power, so the more facts one knows, the smarter one is.

And math always grants the deployer of facts a sheen of certitude, or in my case when making the phone calls, the nervous luster of flop sweat.

We started the magical addition with the 2000 paid subscriptions, quite a few of which were free, but whatever, these were 2000 real subscriptions and Shhhhh. Each house has an average of three members, so we can assume there are more readers right there. Quite a few of our subscriptions went to doctors’ offices, and who knows how many people thumb through an average issue in those, amIright? These two estimates, home and office, brought us to five digit figure land.

Further, we distributed about three thousand copies to X number of stores and sold quite a few each week through those outlets (in Reality Land, that number varied wildly from week to week). The population in the several counties that these stores were in was Y. Surveying the gas station and grocery store owners at which we sold our newspaper, our ad manager learned their estimates of the average number of customers they deal with each week. Their estimates. Their own exaggerations, um, estimates.

Our ad manager hated when we only came up with enough news to produce a one-section paper. The irrefutable logic was that a multi-section newspaper gets split up, doubling or even tripling the potential readership for that issue.

When I look at my page views and metrics on the website here, I sometimes think about my 21,000-circulation newspaper that covered life in a profoundly rural part of the world. Then I remember one fact, one single fact, that has never been broken up into 20 different facets or perspectives by anyone: I loved that job.

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The WordPress Daily Prompt for October 10 asks, “Time to confess: tell us about a time when you used a word whose meaning you didn’t actually know (or were very wrong about, in retrospect).”

Some Time Travels

Posted on October 7, 2014 by Mark Aldrich

In his “Confessions,” St. Augustine writes, “What then is time? If no one asks me, I know; if I wish to explain it to one that asks, I know not.” He decides that time is an idea, unique to humans, and also unique in that we can simultaneously grasp the past in memory, the present by attention, and the future by expectation. In our minds, but only there, we are not locked to one perception of one reality.

Yesterday, I deleted everything that I had written up to that point by dragging my unbuttoned shirtsleeve across my laptop’s touchpad while reaching for my coffee. (No, I can not replicate the results in an experiment; yes, like an idiot, I have attempted to replicate these results in an experiment.) In a feat of memory, I retyped all that I had written to that point; simultaneously I remembered what I had written, was super-present and typed it attentively, and expected a future in which I regularly saved my work, a lesson I first learned, oh, 20 years ago. I was in three specific time-experiences at once, and all of them sucked.

* * * *
For decades, it has been known that subatomic particles can be in two places at the same time. In yet more recent (2014) experiments, physicists have “simulated” time travel. Science reporters tell us that time travel is in the “near future,” or, more prosaically, “just around the corner.” If this is so, no one from the future has yet visited us, because if it truly is something that we will invent or discover in the future (near or not-so) we would know all about it already. This is because, oh, you get it.

Many therapy techniques suggest remembering oneself in a childhood moment and reaching out to that younger self; the thought is that we carry every self we have yet been forward into our psychological present and can communicate something of a healing nature to those past selves. Whenever I have attempted anything of this sort, I have cried. I have received no reports from the younger self about what he made of the unexplained appearance of an older man leaning on a cane.

* * * *

How the false truths of the years of youth have passed!
Have passed at full speed like trains which never stopped
There where I stood and waited, hardly aware,
How little I knew, or which of them was the one
To mount and ride to hope or where true hope arrives.— “I Am A Book I Neither Wrote Nor Read,” Delmore Schwartz

* * * *
The thought experiment of time travel has a long history in popular culture. Fantasists invent tools (a jet-pack in every garage) in novels and movies, tools which actually only address the needs of the present moment and do not attempt to imagine the future needs that will be answered by the future tools. In almost every science fiction work that uses the device of time travel, the several paradoxes of “a visitor from the future would influence current history and thus change their present” or “if I go back in time and change a mistake, erase an error, will I not change who I am now?” are addressed.

Many of the heroes decide or discover that the path that brought them to where they are and to the person they are now was always worth taking, errors and all. As long as one is breathing, lessons can be applied. (Ebenezer Scrooge, for example.)

It is a seductive thought experiment, though. Offer a person a time machine to return to a specific moment in the past and take up residence there, from that moment onward, and relive one’s life so one can fix whichever errors and enhance whichever successes that followed, well, it is seductive. Offer a person life from a future moment from which they can see it all unfold, … well.

* * * *

Delmore Schwartz

Delmore Schwartz’s heart-rending short story, “In Dreams Begin Responsibilities,” opens with the narrator in a movie theater as he realizes the feature is his parents on their first date; he becomes frantic and yells at the screen, “Don’t do it!” and gives a list of reasons. (Oh, to have been Delmore’s mother. He was 21 when the story was published.) The audience hisses him down, as he is ruining the movie for them, but he knows how it ends.

My father tells my mother how much money he has made in the week just past, exaggerating an amount which need not have been exaggerated. But my father has always felt that actualities somehow fall short, no matter how fine they are. Suddenly I begin to weep. The determined old lady who sits next to me in the theatre is annoyed and looks at me with an angry face, and being intimidated, I stop. I drag out my handkerchief and dry my face, licking the drop which has fallen near my lips. Meanwhile I have missed something, for here are my father and mother alighting from the street-car at the last stop, Coney Island.

At the end, the narrator is thrown out of the movie theater while on screen his father is refusing to have his fortune told by a Coney Island fortune teller. And then he awakens to “the bleak winter morning” of his 21st birthday. It was all a dream.

* * * *
As Augustine saw, way back in the 4th century, we always live in the three time zones of our experience and psyche simultaneously: past, present, and future. Always.

I no more wrote than read that book which is
The self I am, half-hidden as it is
From one and all who see within a kiss
The lounging formless blackness of an abyss.

How could I think the brief years were enough
To prove the reality of endless love? — “I Am A Book I Neither Wrote Nor Read,” Delmore Schwartz

* * * *
Neat Thing of the Day: Lou Reed reading “In Dreams Begin Responsibilities” (Reed had been a student-mentee of Schwartz’s at Syracuse University): In Dreams Begin Responsibilities.

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The WordPress Daily Prompt for October 7 asks, “Congrats! You’re the owner of a new time machine. The catch? It comes in two models, each traveling one way only: the past OR the future. Which do you choose, and why?”

Daily Prompt: Life Is Steep

Posted on September 25, 2014 by Mark Aldrich

I read a phrase today that I think should be used more commonly. Where I saw it, though, I do not remember. It appeared to be a typo, but if it was written like this on purpose, it looked like an artful accident. The writer described a learning experience as a “learning curb.” How great a pair of words is that?

I like collecting phrases like that. I enjoy proudly coining them myself even more, so I wish I could claim credit for this one. But I can not. I wish I could credit this writer—but does he or she know that there were was this epic phrase in their post? As I said, it looked like an accident, a typo. In the context it looked like they thought they had typed “learning curve.”

Many of my learning experiences did not have mere learning curves or even steep learning curves; indeed, there were “learning curbs,” on which I banged my forward progress to a sudden stop or flipped my vehicle.

Learning to drive, of course. An easy example. My first driving teacher was my father, and he is still with us and driving, and I am still here, so he must have done a good job. (I no longer drive, because of my spinal muscular atrophy; more than once I have watched my right leg move when I meant to move my left leg, my left for my right, and neither leg when motion from either one would have been good, which sucks and is sufficient to keep me unambitious about driving again. There are cars with hand controls, though.) My sole memory of my father teaching me to drive is his selection of an unreasonably steep hill in the City of Poughkeepsie (Noxon Street) to test my parallel parking skills. It was smart in that it made the lesson difficult and made the point: For my dozen years as a driver, I successfully avoided all parallel parking situations. I parked across town and walked to avoid parallel parking. I still have dreams in which I fall off the side of a city.

My next driving instructor was a coach at my high school, and he made me aware of something that I have struggled with my entire life, and not only when driving: I am a control freak, to use that overused expression. He gazed on my white knuckles pushed against the steering wheel, my fingers spread wide to enclose as much of the wheel as I could hold in my hands at once, and said, “Relax your hands. Those cars have drivers, too. You can only drive this one.”

I failed my first driving test. Of course. Sixteen years old (or whatever age) and a white, preppy-ish, suburban kid, like the boy-child I was? If anyone reading this is a driving tester, I hope you please flunk anyone matching that description, at least once. I earned my license on the second test, which my memory tells me I took later that same day, but knowledge of how things actually happen on Planet Earth tells me that this could not have been so.

I am a control freak. And I usually fail the first test, the tests in life where any coincidences between information in books and the facts in reality are revealed to be rare or nonexistent. (Any script that any retail manager has given me, no matter how well I have memorized it, has been blown up by the first real customer on the sales floor, who inevitably asked me something that did not appear anywhere in the script. Like if I knew the location of a bathroom.) But life has given me more than my share of second chances at these tests, more than I deserved or expected, deserve or expect. Eventually I learned that you can drive your vehicles far better than I can drive yours for you, as long as I pay attention to mine. Life gives us some steep learning curbs.

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The WordPress Daily Prompt for September 25 declares, “Our free-write is back by popular demand: today, write about anything—but you must write for exactly ten minutes, no more, no less.”