Shareholder,

I think that the media take every opportunity to embarrass or otherwise make people look foolish. When I hear/read someone say something stupid, my first thought is always, "what question might they be answering that would make this seeme less stupid or self-serving?". It usually works.

For instance, in a feature on supposedly rude cell-phone users, the reporter said with an incredulous tone that "39% actually said they'd answer their phones in a public restroom!!!!". Sounds excessive, but if the question was would you _ever_ answer the phone in a restroom, I'm surprised only 39% said yes (I might, if the person were important enough to me, and if only to say I've landed safely and I'll call back).

Our experience with the Perfect Airline article in the Globe is another example, we obviously came off to many people as a bunch of whiners wanting to be pampered at any cost.

The difference with the quote that I mentioned, is that he wasn't answering the question, "do you think bashing Air Canada has become a national sport?" [I'd say yes] but rather he seemed to throw it in a comment meant to sound contrite. And he's enough of a target that he will have to learn better.

On the subject of the media, I have a favourite quote that I trot out regularly. I heard it on CBC Radio's _Ideas_ several years ago, it was someone doing the Massey Lectures thing. He asked the audience, "How many of you have seen a story in the mainstream media (TV, daily papers) about a subject on which you are expert or very knowledgeable? [lots of hands] Now how many of you felt the story made one or more significant errors? [still lots of hands, audience laughing] Now if you know the mainstream media can't accurately report on a subject you know about, why would you blindly trust them on a subject about which you know nothing?" I really want to track down the exact quote, but it is so true.

andrew