Viral infection

YOUR editor is not against new words or phrases, just ugly, unnecessary or inappropriate ones. "Viral marketing" is the latest, least attractive and most unnecessary phrase to try and shoehorn its way into our language. It is now apparently common coinage for electronic marketing. A colleague this week claimed "everybody is using it". Mind you, this is the same person who assured your editor two years ago that "everybody" was using the word "disintermediarisation", and who over the years has tried to foist on the world a host of abominations which have included such gems as "pernicketence" and "short term political handoutism." Demur, and he will accuse you of being stuck in the 1940s.

Don't let yourself be bullied into using stupid and inappropriate phrases and words that have their origins in ignorance and affectation. And please, would each one of our readers who uses the term "viral marketing" as part of his or her everyday vocabulary, unsubscribe from this newsletter immediately.

edi...@maritimeadvocate.com