The Daily Sandwich

"We have to learn the lesson that intellectual honesty is fundamental for everything we cherish." -Sir Karl Popper

Location: Boston, Massachusetts, United States


Thursday, August 18, 2005

Have money, will recruit

It's no secret that the armed forces are having trouble recruiting youngsters this year, and it's only supposed to get worse. So what's a beleaguered recruiter to do? Spend an extra $80 million on convincing kids to sign up:

Given this unpromising context, Business Week reports that the army will spend more money on recruitment ads next year, about $320m up from $240m this year. As it helpfully points out this amounts to $4,000 per recruit if the army signs up 80,000 next year - more than twice what Toyota spends to woo a new customer.

As part of this marketing drive, the army has plans for 15 televised town hall meetings in which carefully selected soldiers will put a positive spin on the US presence in Iraq and Afghanistan. Meanwhile TV ads will target parents with one featuring a mother's voice-over: "Thanks for bringing the best out the best in my child."

Jeebus! Does this adminstration use 1984 as a policy handbook?!?