In the January 1999 JofA, I noticed all but two advertisements pictured only men. The first exception was the advertisement for AICPA insurance (page 70); the second exception (page 87), showed two women involved in a flurry of activity while a calm male handled the situation with a telephone call. The man is in focus and at the center of the picture.
I find the lack of women in advertisements disturbing, particularly when women today make such an important contribution to the accounting profession—many functioning as controllers, owners of public accounting firms, directors of finance and CFOs, for example.
Obviously, your advertisers disagree, and they are saying so with their advertising dollars. While I recognize you do not decide what advertisers put in their ads, the JofA nevertheless is an important trendsetter with respect to how our profession regards women's roles. I feel it is this obligation that is being neglected in the advertisements.
How long will it be before women are truly acknowledged by everyone for their contribution to the accounting profession?
Ruth Jorritsma, CPA Seattle