Madam, – People are talking at cross purposes when it comes to using poetry to promote brand culture. No one is proposing that poetry be written specifically to “market” Ireland. One is talking about (in the parlance of the MBAist) exploiting its by-product, (or in the language of the wordsmith) not hiding our light under a bushel – using our light to remind the world that we exist. Derek Mahon once forbade his publisher from sending out any review copies of his Collected Poems – this is not the action of the typical poet whose new book is lucky to receive anything more than a couple of notices in small specialist magazines. I am a huge admirer of Mahon’s poetry and have taken the opportunity on many occasions over the past 25 years to “monetise” it (through publication in anthologies, on the web, arranging public appearances for Mr Mahon, etc) and passing the lucre onto Mr Mahon.
It appears disingenuous if not downright mischievous of Enda O’Doherty (Arts, August 12th) to imply that the opinions of Mahon and Clifton are shared by all poets or even most poets.
Working in the promotion of Irish poets and Brand Ireland through carefully nurtured relationships abroad, specifically, strategically important destinations like China and northern California, I know only too well the great work for little or no financial gain that Irish poets, writers and artists in general are doing for Brand Ireland. – Yours, etc,