48 Margo Howard
then morphs into trust. And let us not forget in these times of
fi nancial hardship and insurance confusion, the advice column
is free.
A common misperception (by those who are untroubled, I
might add) is that “only the goofs write in,” as some people used
to imprudently suggest to my mother. To cite Bill Cosby, he with
a doctorate in education no less, “A word to the wise ain’t neces-
sary, it’s the stupid ones who need the advice.” I could not dis-
agree more. I get mail from the highly educated, name partners
in law fi rms, senior clergymen, lawyers, doctors, those with .gov
addresses, and senior management. And all with problems. Trou-
ble is no respecter of position, and certainly not education.
I hope I’ve addressed the question of why people write to advice
columns. Now let’s talk about why people read them. Do they just
get a kick out of watching the foibles of others?
Voyeurism is certainly high on the list, but I would say not in the
pejorative sense of the word. Let us call it eavesdropping, in spirit,
on other people’s problems. e eff ect of this can be manifold—
and here’s where virtue comes in. e advice column as an edu-
cational tool should not be underestimated. For whatever reason,
people who read advice columns tend to read them religiously,
and they often follow more than one. General information can
be gleaned, which often proves useful at some time in the future.
When faced with a particular situation, someone else’s letter may
come to mind. e advice column reader—consciously or not—
already has a possible approach in mind. In an ongoing discussion
with readers, both a belief system and a set of values are imparted.
( e columnist’s.) People pick up on this, even if refl exively. I’ve
been quite surprised by the number of readers who have let me
know that their game was to imagine how they would respond to
a problem before reading my answer.
For the close reader, an advice column becomes a form of
ongoing education about human behavior. ere are just so many
problems, after all, as I have learned in twelve years of dealing