After my last book I swore with the same sort of determination exhibited by a new mother in a maternity ward, "Never again." That lasted about as long as my New Year resolutions (i.e., 13 hours 43 minutes), so here I am, busy ghost writing a book (hence the sheet) at the moment after a cunningly worded request from my previous publisher to get involved. It's a challenge, but I am enjoying it... well, trying to convince myself I am, anyway. But have you ever noticed how it is that if you ask someone if they have played the violin, they'll look at you in astonishment and reply, "Are you smoking rope? Of course not!" On the other hand, ask them if they have written a book and the response is often an airy "Well, not yet, but... I've been thinking about doing one... I've got some ideas." I've got news for you... writing a book... in fact anything, is not as easy as it sounds - something for commercial gain, I mean. Writing books, advertising copy, marketing copy... appeals to the boss for an increase... They're all a great deal more than simply "having a go" and slapping out a winner. I have long thought that South Africa's advertising industry is right up there with the world's best when it comes to creativity and quality, but those are diamonds... There are other advertisements that have me reaching for the "Off" button like lightning. And I don't think I am alone. What is surprising is that the clients clearly disagree and reckon that the advertisement is just what the doc ordered and is great. So, perhaps I am alone, but I think if I hear another advertisement involving someone who cannot sing, singing... flat, I may just become radio active - and not in a nice way!

Rod Baker, guest columnist All retail news to: retailnews@bizcommunity.com Responses to this column welcomed in our new online editor's column archive.