Letters to the editor

Peter Sheedy’s letter (“Keep them happy,” January/February) makes a valid point that the personality, integrity and reputation of the firm/partner are essential to sustaining a CA practice. In “Positioned to win” (October 2008), we did not overlook this. We wrote, “The emphasis needs to be on providing ongoing value to individual clients,” but it has to be done “without losing sight of the firm’s overall strategic picture.”

This means sustaining annuity business and meeting professional standards are not enough in today’s increasingly competitive professional practice market. It might be argued this applies to medium and large firms more than small ones, which may well be the case. However, it is our contention that all CA firms, even small ones, must pay attention to their brand, differentiation and positioning plans to sustain their client base in these turbulent times. In fact, they owe it to their clients to do this to make sure they remain relevant to their clients’ businesses.

Robert Angel, CA, and Hugh Johnston, CA (coauthors of “Positioned to win”)
Toronto

I agree with Sheedy’s letter. I believe clients often choose small and medium-sized CA firms because they believe they will get better quality, hands-on service. They expect the partner to know their business intimately and to provide not just one engagement but consulting, tax planning and business advice services throughout the year.

Small and midsized firms are shooting themselves in the foot if they think they can please such owner-manager clients and stop thinking about them once the financial statement is issued or the tax return is done. Despite the warm relationships they may have with their clients, CA firms must realize there are many other midsized firms that might be chosen by their clients next year if they offer a more personalized relationship.

Mary Green, CA student
Montreal

RETAINING READERS

I see you still don’t worry about legibility (Going concern, January/February). Surely you can do something better than print white on gray?

On the facing page you list “Strategies to retain mature workers.” Perhaps you need to develop a strategy to retain mature readers. The most effective strategy would be to produce a magazine that is entirely legible. I have written on this before; maybe no one cares.

H.A. Sherman, CA
Calgary

Editor’s reply: Before introducing CAmagazine’s redesign in April 2007, readability was a major concern of the design team, which researched and tested fonts and sizes before basing its choices on comments from readers. There are, of course, other criteria for legibility, including the use of colour and screens. It is unfortunate you have problems with the choice made for the Going concern section and rest assured that the art department is aware of the issue and is looking for a solution that would respect the design of the magazine.

AD CAMPAIGN

In “News from the profession” (January/February), you cite a number of steps we can take to help strengthen the reputation/branding of the profession. This, together with the new CA advertising campaign and logo, is a solid initiative. Several years ago when a new logo was adopted, I received a lapel pin. It was a plain solid gold hue, not the vibrant colours of the current logo. I suspect most CAs have since chucked it. How about a mass mailing of some quality, multicoloured lapel pins for us to don proudly?

John A. Paoletti, CA
Montreal

I did not realize that conditions were getting so tough that the CICA needed to advertise. Unfortunately, the current form of advertising (TV advertising that depicts CAs using the horoscope to make investment decisions) makes us look like flaming idiots. Surely our friends must be laughing at us.

Bob Redgwell, CA
Victoria

MEDIA-MADE PROBLEM

You are already behind the curve (“Corporate climate change,” January/February). The world is entering a new ice age. The UN announced, sotto voce, that last year the average world temperature dropped by more than one degree Fahrenheit. It also said there is no evidence of global warming since this century began. Further, it pointed out that last year was the coldest year since 1994. This year the ice cover on the Arctic happened earlier than last year. The British Meteorological Society, also sotto voce, expects the next 10 years to be colder every year. Germany made the same announcement. It also said it is having the coldest winter in 100 years.

It’s now called climate change because unexpectedly everything is getting a lot colder. I am in accord with reducing pollution but carbon taxes are a ridiculous response to a media-driven nonproblem. Frankly, Canada would benefit from global warming, but sadly there isn’t any.

Lionel S. Such, FCA
West Vancouver, BC

Letters should be sent to: The Editor, CAmagazine, 277 Wellington Street West, Toronto, Ontario M5V 3H2 (letters.editor@cica.ca). CAmagazine reserves the right to edit / shorten them for clarity.