Lockport Union-Sun & Journal Online

November 7, 2013

VALLEY: Targeting readers, issues and Veterans Day

Lockport Union-Sun & Journal

Lockport Union-Sun & Journal — I sure do miss my friend Gary. His passing left me, amongst other things, without my principal target-audience. In the past, when I wrote a column, I knew that if he liked it, I had achieved my goal. My assumption being that others like him may have also enjoyed it. I still have the feeling he’s nearby ... still checking it out.

It’s impossible to appeal to everyone’s tastes, so you try to make someone or some sector of the reading public satisfied. And why not go after the type of people you can relate to? Why not go after the type of of people you like? It makes it easier.

Speaking of the reading audience, one of my golfing buddies, Bernie, told me recently that his sister, Joanne, reads the column. When I told him I was glad she enjoyed it, he reminded me that he didn’t say “she enjoyed it,” he had simply said “she reads it.” I’m glad we got that cleared up.

Bernie also asked if it was possible to give her a shout-out in the next article. I told him that’s not the way I operate; I’m a man of high principle — unless, of course, he could cough up a dollar.

So ... what’s up, Joanne? 

I was also glad to hear that my pal, Neil E., and his wife, Carol, read the column. (Cash only, Neil.) And to all those good folks who e-mail me, I’d like to list your names, but I haven’t got room for the both of you. Thank you nonetheless.

Now to business at hand: Last week I mentioned that at any given moment you could turn on the radio and find a Led Zeppelin, Queen or Tom Petty song. I pretty much guaranteed that. I was smugly confident in my assertation. Well, my wife took me to task, walked into my “Zone” (a.k.a man-cave), handed me the newspaper and pointed to that particular sentence.

“Prove it!” she demanded. “Turn on your radio and prove it to me.”

“Sit right there,” I offered, pointing to my cookie-crumb covered recliner, “and watch this.”

She wisely opted to stand.

In less than a minute, I’d fired up the audio components and sure enough a Tom Petty song was on. After hitting a few more buttons, bingo! A Led Zeppelin tune.

“There you go. Need I say anything more?”

I can be so pompous.

She calmly pointed out that I had the CD player on, not the radio.

Oops. I forgot that I even had a CD player. 

Fine. I goofed. Sue me. The complexity of modern technology – a.k.a. anything past 1972 – has me as beleaguered as Dan Quayle at a spelling bee. Take cell phones: Too many functions under one roof. It leads to redundancy. It’s hard to find a particular unit, and buy just that, without it coming with an AM/FM radio, CD-player and rug shampooer. I can’t keep track of what’s what.

My son, Paul, is right. I’ve got issues.

Hi Deater and Jan!

(Two bucks, please.)

This coming Monday, Nov. 11, is Veterans Day. My sincere thanks to the men and women who have served and to those who are serving. Your unselfish efforts are greatly appreciated. (Thanks, Gary.)

And that’s the way it looks from the Valley.




Tom Valley lives a semi-cloistered life in Medina lamenting the end of golf season. He can be consoled at Tvalley@rochester.rr.com.