Try to play your CardCall right

Once again an article in your magazine relating to our company and its activities is incorrect in substance (MW December 20), and seems to be part of a campaign by your magazine to report us in a bad light.

For the information of your readers, our company did not plan to spend 1m on an advertising campaign prior to Christmas. In our projections and plans, we allocated about 250,000 to be spent in this period, and approximately 600,000 for spring/summer 1997.

Furthermore, in late November, we began to deliver our regional newspapers sampling campaign and almost 1 million free trial cards have been issued and distributed through the provincial newspapers and supermarkets. This programme will continue through the months of January, February and March and will total more than 4 million trial cards distributed to the general public as a public awareness campaign.

I would suggest that in the future, your journalists research their stories more accurately and print the truth, rather than the concoctions you are currently allowing to go to print.

Michael Zwebner

VP Marketing

Cardcall (UK)

London EC1

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