Free Press
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PR Makes Reporting a Breeze!
When I want to get the latest updates on the unsanitary conditions at the nearby strip joint, I tune into my local Fox news affiliate. When I need to know which super-hottie's name I should be scribbling on my textbook covers next week, only MTV's TRL starring that old icky guy, Carson Daly, will do. And when I'm jonesin' for the day's top press releases, I know that my favorite online biz news site'll fix me up right quick.
It seems like these days, the rigors of reporting and research have become entirely too grueling for some online "journalists." A recent article on NewMedia.com exemplifies this unfortunate reality. The site's been recycling features and columns for months now since its demise back in October of 2000. Now that it's been scooped up by the vacuum that is Internet.com, it's been running stories from throughout the gluttonous network of sites (Please see disclaimer below.) The story which was cut and pasted originally for a 12/29 run on Ecommerce-guide.com is an attempt to scrutinize a press release from worldwide e-Business solutions provider, Icon Medialab.
The make-news makes no bones about the fact that a press release served as its sole inspiration: "...when a company like e-services firm Icon Medialab offered some free advice recently, it attracted my attention. The company's release stated that they had an idea as to why e-tailing continues to fail and what it's going to take to fix it." Wow -- Imagine that! Who'd 'a' thunk a Web development firm would be willing to promote its expertise regarding website development, and for free no less?
The piece goes on to comment on, and at times dispute, various points made in Icon's release regarding the need for ecommerce website usability and the significance of "human-computer interaction." In an amazing display of reality denial, the story is titled, "Some Free Advice." Perhaps the article's writer is a bit confused. For one thing, there's no doubt that Icon Medialab spent a buck or two on the scripting and delivery of the press release, but hey, it was worth it. The company sure as hell got a free plug out of it!
Don't get me wrong. I don't want to come down on the author; she makes some good points in her commentary. The thing is, it doesn't constitute as a full-fledged story. It's more like advertorial topped with thin layer of analytical icing. Isn't anybody out there disturbed by the fact that writers and editors nowadays aren't even attempting to conceal the fact that their story ideas are derived directly from press releases? Would it kill these people to make a phone call? Where are the almighty Media Metrix stats? And what about the obligatory quote from some overexposed Forrester or Jupiter spokesperson?
This is pathetic and readers shouldn't stand for it! I mean, what kind of writer simply recaps a story, makes a few comments on it, and calls it worthwhile content? Oh...OK...I'll shut up now….
Disclaimer: While NewMedia.com was still published by HyperMedia Communications Inc., Kate Kaye, author of this here Lowbrow Lowdown column, wrote feature stories and a monthly column for the site. She has also worked for Internet.com as Senior Editor of ChannelSeven.com. Plus, once Lowbrow Lowdown syndication affiliate, ClickZ was intercepted into the Internet.com site network, she was once again realigned with the site gobbler. However seemingly coincidental, this week's column marks the end of The Lowbrow Lowdown's run on ClickZ.
Becker's Brand Blitzkrieg
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Stand by Your Ad
Everything was going swimmingly for AOL Germany, thanks to the "It's easy, I'm in!" campaign starring Wimbledon's favorite Weiss boy, Boris Becker and his wife, Barbara Feltus Becker. In fact, according to the 12/29 Wall Street Journal story (Tennis Star's Divorce Creates Sticky Situation for AOL Ads, by Christina M. White), the ISP's Deutschland division attributes its successful attraction of 500,000 new customers after the first four months of the campaign's run to those very ads. Now, things ain't so hunky dory.
Notes the WSJ article, "The most recent installment of AOL's campaign ran until Nov. 23, three weeks before Mr. Becker released a 35-word statement saying he and his wife
were separating due to 'different priorities in the marriage.' The Beckers last week announced they are divorcing." Rumor has it, according to anonymous Lowbrow Lowdown sources, that Ms. Becker was unhappy to discover some unsavory messages being sent to her husband's secret email address, BorisPeckerSchnitzel@aol.com.
Perhaps that wouldn't be such a problem if the spots, created for AOL Germany by Grey Global Group's Grey Advertising in Hamburg, didn't focus on Becker's family life. Ya know, you'd think this Becker guy would have more loyalty -- I mean to AOL, not his wife, silly.... Hey, come to think of it, if AOL had a spokespuppet, none of this would be even be happening right now.
Apparently, as featured in the story, "After the first spot showed Mr. Becker getting online, others portrayed him in a bathrobe discovering how to send e-mail to his mobile phone - while his unseen wife calls for him to come to bed." Well, it's no wonder the guy's splitting with his wife. She's obviously a nag!
Speaking of the lovely Madame Becker, her recent Coca-Cola spokes-deal may fizzle, too, now that her marriage has. Since the ads seem to portray Ms. Becker as a mere extension of her soon-to-be-ex-hubby, the soda co. is not so sure "it can salvage its work." As created by Hamburg agency, Springer & Jacoby, "Promotional releases of
the footage show Ms. Becker carrying one of her husband's trophies overflowing with cans of Coke." Man, now that's what I call some ad innovation! Ya know, I'd bet that if Coca-Cola exhibits just a little patience, Barb is sure to find herself another sports celeb with even more trophies. Just you wait 'n' see!
As for the AOL ads, is this really such an insurmountable dilemma? So, the strawberry-headed beefcake ain't livin' up to the family man image anymore. That can be remedied easily. Boris can cruise the clogged-up AOL pipes for a hot date. That oughta give new meaning to the "It's easy, I'm in" tag!
Disclaimer: The Lowbrow Lowdown's managing editor had a crush on Boris Becker when she was 13.
On the Road to Nowhere
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Burnin' Rubber and Ad Budgets
They say curiosity killed the cat. From the looks of things, it may have caused an irreparable spin-out for eAuto, too.
According to ICONOCAST's oddly erotic 1/4 coverage, "eAuto had to find a way to create the critical mass necessary to sustain its thrust into a new area." Yes, it seems that the distributor of auto parts, such as camshafts, mudflaps and pumping pistons, was intimidated by its competition's girth. That's when Lehman Racing's Peter Lehman exposed his Hot Rod to eAuto's CEO, Malcolm Davidow. Now, Davidow's feeling much relief.
You see, Lehman wanted eAuto to sponsor his International Hot Rod Association (IHRA) dragster. The thing is, he wanted to keep the relationship in the closet. So, according to ICONOCAST, "For the season's first half, the dragster featured 'Stealthsponsor.com' and 'top secret, confidential' decals." Get it? Nobody knew about eAuto being the actual sponsor! Instead, the sponsors went incognito as StealthSponsor.com! Isn't that just so clever?
Intrigued fans thought so, and they registered on Stealthsponsor.com to guess the name of the sneaky marketer. By offering a prize of $5,000, eAuto was able to "collect demographic and marketing information on over 1,000 qualified and targeted leads," all of whom had zero knowledge of eAuto's existence! Interested folks can't even access the StealthSponsor.com URL any longer (try it yourself)! Now that's what I call smart marketing.
ICONOCAST thinks so, too. They've given eAuto props by noting, "Not bad for a six-month campaign that cost $150,000." Ya know, I've got to agree. It's just too bad eAuto.com dropped all that cash to establish a non-existent brand name in the minds of consumers. Just imagine what they could have accomplished if the brainiacs actually promoted their own brand! Eh...what can you expect from a bunch 'a' motorhead lug nuts, anyway?
The Lowbrow Lowdown is available for syndication.
Disclaimer
The The Lowbrow Lowdown™ is a registered trademark. Any use of The The Lowbrow Lowdown™ name or content without consent of Kate Kaye is strictly prohibited.
While best efforts were used in collecting and preparing the information contained herein,
The Lowbrow Lowdown™ does not assume, and hereby disclaims, any
liability for any loss or damage caused by errors or
omissions, whether such errors or omissions resulted from
negligence, accident or other causes.
If Lowbrow Lowdown Lackeys know one thing, it's that the lowest common denominator rules. Nowadays, overblown and oversized stars like Jim Carrey and Rosie O'Donnell play characters like The Grinch and The Cat in the Hat. Even kooks in Congress feel the need to enhance hearing speeches with silly Seuss-isms. Now that we know what's hip in the eyes of the masses, it's time for us to jump on the bandwagon, too. That's why when we read about The International eRetail Association's warning against sending spam in a 1/5