An Open Letter to Al Jazeera

Summary: To Al Jazeera Director General Ahmed bin Jassim Al Thani:

Greetings!

Congratulations on the purchase of Current TV. With every major news organization in the world having a presence in the U.S. market, it was only a short time before Al Jazeera found its footing. Here in AdLand, we are excited about your presence. Al Jazeera can not only bring more viewers to the Current TV network, but it can help businesses and organizations reach populations we have had limited access to, which is exciting to think about. We are sure, too, that you realize that Al Jazeera will be facing an uphill climb in the U.S. market.

Most Arab brands will.

Yes, when it comes to properly branding Al Jazeera to the U.S. audience, you may want to start at an elementary level. For instance, maybe telling people what “Al Jazeera” means in English first.