Jef I. Richards Journalist Quotations

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'

I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.

In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.

Advertising is totally unnecessary. Unless you hope to make money.

While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising.

If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.

Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?

Creativity is an advertising agency's most valuable asset, because it is the rarest.

Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers.

Advertising is speech. It's regulated because it's often effective speech.

Commercial speech is like obscenity... we can't seem to define it, but we know it when we see it.

I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers.

There's so much truly putrid advertising out there it's embarrassing. But not all advertising is bad. Some of it is really quite mediocre.

There is a huge difference between journalism and advertising. Journalism aspires to truth. Advertising is regulated for truth. I'll put the accuracy of the average ad in this country up against the average news story any time.