Dear Editor:

Robert Katz, Vail’s Big Taco, says word of mouth drives business for the travel industry. “Social media is the best thing to get that done.”

It was 100 years ago that I failed to get the Aspen Skiing Co. to try this approach to advertising Aspen using direct mail. It’s never too late for you to get smart but I am getting awfully old waiting.

Be brave, Comrades.

KNCBMoore

Santa Barbara, Calif.