On Friday, October 31st, The Commercial Appeal introduced the paper s new director of advertising with the following headline: Veteran Lackey new ad director. Now our esteemed daily could have run a headline reading Brad Lackey named ad director or perhaps something simple like CA names new ad director. Those would have been fine. But no, they went with Veteran Lackey new ad director. And what s wrong with that? Hey, if you want readers to think your hire s only qualifications for the job are his ability to fetch coffee and say yes on cue, nothing at all.