Insulting your customers: now that approach is new to me....


I just read the letters to the editor of 944, a new Phoenix-based magazine, and I have never before read editorial responses so abusive in nature.
The magazine, which targets 20 to 30-somethings is "dedicated to creating a resource guide for the culture, image, fashion and nightlife for the metro Phoenix area."
Check out this excerpt:
Reader: "WHY??? Did I have to suffer through 42 pages of advertisements before I got to read your editor's letter? The anticipation nearly killed me. I sure can't wait to see what else is in the next issue of 944. Just hope that I don't fall asleep before I get to page 40...Oh, fx&% it, I'm already BORED to death with this magazine, I think I'll find something else to read...Maybe think about putting some actual content in the first quarter of your magazine, just a thought."
-"BOY"
944's response: "Boy, oh boy. Is that your real name? We like it. Except for some reason, the word jackass came to mind after reading your letter. See,only would a jackass take the time to e-mail us about something so lame. Most readers of any magazine who don't care to read through ads at the beginning are privy to a little practice called, 'flipping ahead,' which takes between two and five seconds, depending on degree of thumb strength and control. But anyone with poor thumb-flipping skills, really shouldn't be reading any magazine, let alone ours - we don't want to be responsible for any paper cuts. So, little boy, allow us to introduce to you another finger known for its flipping abilities: our middle one. On second thought, you're probably used to seeing that one pointed your way fairly regularly."
Does this grab your attention?
Now, maybe this is tongue in cheek, but two letters out of four reeked of sarcasm and abuse and frankly, it looked real to me. Now, maybe this is a generational thing, and my being past this stage in life may have tainted my reaction. Perhaps it's cool to fire abusive langauge at your customers. But, after conducting market research with my 21-year-old daughter (OK, not entirely scientific with a focus group of one), she said, "It's immature and stupid."
I certainly hope this doesn't become a trend unless consumers decide to suddenly embrace masochism. Then I'll have to re-write my customer service workshop.