Sometimes, corporate communications people try to disguise bad news with obtuse quotes. But reporters and the public aren't as dumb as the corp. comm folks might think, and they can easily read between the lines.
So the news alert that went out a while ago from MediaPost about media guru and oft-quoted media and audience analyst Steve Sternberg leaving Interpublic's Magna just invites one to read between the lines.
Quoting from Joe Mandese's story, "Sternberg, who is known for producing some of the best and most insightful analysis of TV audience and ratings trends, and for his opinions about Nielsen's methods for estimating them, had been with Interpublic for 27 years, starting in the research department of McCann-Erickson in 1982.
"Sternberg, whose last day at Interpublic is July 15, declined to comment, but in a statement, Interpublic said the change reflects a "broader, global mandate" to "provide deeper marketing intelligence, develop a broad base of data management tools and drive improved investment strategies across the Mediabrands family on a global basis. Magna must power the buying for Mediabrands, deliver actionable insights for media strategies and create deeper integration with the activation teams inside [Universal McCann], Initiative and beyond."
What the .... ? Global mandate? Deeper marketing intelligence? Blah blah blah.
What kind of corporatespeak is that?
Between the lines, here's my guess: The guy's been with the agency for 27 years and he's in a senior position, probably pulling down a very nice salary. Cut him out, let a few more junior people do his work and trim overhead so the very top honchos can get their nice big fat bonuses.
I could be wrong, but the official statement from the company just begs you to look for the real scoop. Don't they know by now it's better to just tell the truth -- or some plausible and honest form of it -- than to try to sugar-coat it with jargon that doesn't mean much.
I'm sure Sternberg will be missed, certainly by the media who've relied on his reports and his quotable comments over the years. No doubt, he'll land on his feet somewhere. I hope so.