Strategic communicator, what would you say if I advised you that, in order to get more clicks, hits and likes on your communication media, you should seek plausible ways to encrust your articles with photographs of scantily clad, smokin' hot female employees?
Well, it's exactly what the communication experts recommended—and what the editors of conservative corporate publications routinely carried out—only a few decades ago.
Ragan.com editor Michael Sebastian (who's on his way to Ad Age—good onya, Michael!) unearthed a wonderful article on the proper use of what was called "cheesecake," in a 1962 issue of Reporting, the magazine for the International Council of Industrial Editors (an association that merged with another to become the International Association of Business Communicators in 1970).
"An alert editor should have no trobule finding plenty of professional model material among employees, and employees' wives and daughters," the Reporting article advised. "Don't settle for girls that are not photogenic or would be out of place in a bathing suit."
Apparently DuPont editors were particularly adept, and their "fine inter-and-external magazine is a good example of the effective use of sophisticated cheesecake."
The haunting question is, what are we doing now that will in a half century seem as shockingly insane as this? What current standard practice is Cheesecake 2.0?