STATESIDE


Stateside


As 2023 winds down, Sharon Harris revisits the last 11 months. What came true, what did not, and what was a total surprise?


Happy holidays! H


appy holidays. I wish you all a fabulous, healthy 2024! I reread each column from January to


November. My most significant professional event was Jon Bruford, my longtime editor


and buddy, leaving his position. Happily, I also experienced a successful transition to new editor Matt Broughton. After 17 great years of working with Jon, I can say it’s been a pleasure to work with Matt since the handover. Here’s to many more years! As in real life, 2023 was a combination of good news,


surprises and disappointments. Nothing is ever all good or bad. 2024 is an election year and events leading up to November should prove interesting. Last summer, I described Anheuser-Busch’s Bud Light beer marketing fiasco. Among America’s top-selling brands, marketing executives misread their key audience. Their new promotion celebrated a transgender spokeswoman’s year of “transitioning.” The brand suffered enormous sales declines. Several


months later, no one can guarantee recovery and salvation may be too late. The “brainchildren” of this blunder are out. New ads now reflect traditional America, which was always its true target audience. I encouraged casinos to know their own customer base


in whatever geographic region they operate. Why jeopardize their key product? This launched a conversation about what customers


and the general public want or should want. Within some circles, the so-called intelligentsia call those who don’t enthusiastically embrace anything they deem worthy Neanderthals and “____phobic.” Pick your first few letters. In a roundabout way, the tide is shifting. Most people


dislike labels and accusations. In this approaching election year, consumers may react with their wallets and their votes.


8 DECEMBER 2023


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