"I'd reckon they're the oldest
and most trusted in the country."
-- Melvin, an Amish craftsman, employing Amish-speech to describe the retailer Sears in a USA Today advertisement this morning for the Hybrid-Thermic™ Heat Surge HT-XL household space heater. In his testimonial, Melvin also spoke about "hearin'" things and expressed pride in "the good Ole USA."
Here's the top half of the full-page ad:
Gannett Bloggers have offered USAT's reliance on these "Amish fireplace" ads as evidence the nation's No. 1 print newspaper is still scraping the bottom of the barrel for revenue. It wasn't until today that I finally ran across one. (Consumer Reports, by the way, scoffs at one of the manufacturer's central claims.)
How much is USAT getting for these ads? Well, certainly less than the official $199,000 rate for a full-color ad Monday through Thursday.