We read the Feb. 5 article "New Heinz Ketchup Package For Dippers," with interest. Consumers are being misled into thinking that there are nutritional differences between high fructose corn syrup and sugar, when in fact they are nutritionally the same. Switching out high fructose corn syrup for table sugar is not for health, and it is not for science. It is for quarterly earnings.

The American Medical Association said, "It appears unlikely that high fructose corn syrup contributes more to obesity or other conditions than sucrose."

The American Dietetic Association said, "Both sweeteners contain the same number of calories (4 per gram)."

Besides sweetening, high fructose corn syrup keeps ingredients evenly dispersed in condiments, retains moisture in bran cereals, helps keep breakfast and energy bars moist, and maintains consistent flavors in beverages.

Many dietitians agree sugars should be consumed in moderation in a balanced lifestyle.

I noticed a CNN headline that read: "Has Twitter Peaked?" I wrote in a blog a half year ago that Twitter would peak the first of the year -- so I do concur with this notion.

Our company is a 100 percent digital (marketing) agency. I have noticed other such shops selling clients social-networking ideas simply because their clients are asking for them.

Often Twitter, Facebook and the like just aren't reaching the client's audience as well as other online and offline tactics could. As we all gravitate toward "what's hot," strategies are written to fit the new mediums, and ideas are eschewed for technology trends. Were these new outlets as expensive as traditional advertising, there is no way they would be getting the same level of attention.

I envision a return to sanity, a return to ideas.

We have trained a generation of creatives to think in terms of technology and quick, online execution. The industry is going to have to start hiring artists and thinkers again, and retraining the current lot to think conceptually, creatively and without regard to technology. Digital platforms can be built, and from this all the advertising will come.

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