I worked for a time in Classified Advertising at the newspaper. One of the hotshot reporters came down to place an ad for his car – it was a VW something, not a Bug. He breathed down my neck the whole time, and watched every keystroke. It must have taken a half hour to place, but he was completely satisfied. The ad was to run for the longest period available, I think it was 10 days or two weeks. After a week or so he came down, guns blazing, demanding satisfaction because of the terrible error in his ad that was causing him to get no calls.
The error? The word “yellow” was not capitalized. The word “yellow” that he had watched me type, the word that had appeared in the middle of a sentence, as in “'96 VW GTI, yellow.” The word “yellow,” that, as I explained to him, was an adverb, not a proper noun, and therefore should not have been capitalized, and if he had wanted it capitalized, he should have told me when he placed the ad, and if he wanted me to call up to the copy desk to get a confirmation that it should have a lower-case “y,” I would be happy to do so."
I thought he was going to have a stroke right there at my desk. That asshole prima donna not only demanded the full price of his ad refunded (less his employee discount) but wanted his ad extended a full week after that because I, who could write and edit rings around his untalented ass, had not capitalized “yellow.” AND HE GOT IT. Fucker.
Later, when I started writing a column, he totally forgot it ever happened. He greets me as cordially as if I’m an old school chum. Fucker.
There’s a local doctor whose name is Mary-Alice or Mary-Theresa or some damn thing who placed a help-wanted ad to the tune of $300+, and this was in the '80s. She let the ad run a week or so before calling to complain that the ad rep had left the hyphen out of her first name and therefore her professional reputation was destroyed, and anyone who might have wanted to apply to her prestigious practice would not have known about her wonderful perks and benefits and therefore her money was all wasted. So of course she could not in conscience pay the bill and wouldn’t we run her ad at no charge for an additional week so she could get the response she had been expecting? Of course we would.
Her office is still a couple of blocks from me and every time I drive past I flip her the bird.