Saturday, September 09, 2006

The ice that never melts? Just too clever!

DMO is delighted to have picked up a copy of Communicate (Sep 2006 issue n. 20) while driving around aimlessly for something to do. Hats off to Communicate. The ice that never melts? To quote:
Four leading UAE publications published fake press release about a non-existent company that makes non-melting ice in an effort by Communicate to establish just how gullible local newspapers are when it comes to swallowing corporate propaganda.

Yes, you read that correctly. It said non-melting ice.

One online business news site and three daily newspapers published the dubious press release verbatim - in the case of the English copy, with our typo included. The takers were AMEInfo, Al Bayan, AlKhaleej and Gulf Today. Only one newspaper successfully sniffed out the hoax and called out on it.

Just splendid! The article goes on to talk about how Gulf News (the only ones who did the sensible thing and called) were not half as amused as they thought they would be. Of course not. You have just wasted their time and it's not like they are underworked.

DMO can testify that Khaleej Times do call their sources when they want to publish something, from time to time -- especially when it's a 'new' company setting up in Jebel Ali.

Campaign, I know you guys think you have buried Communicate in the dust, but with stunts like these, you've got to think again. Liz, please please please get your distribution sorted and consider switching to weekly very seriously.

When I walk into any media related office (PR or Ad) I always find a copy of Campaign on the desk. Now whether they read it or not is a different issue, but it is _available_ and it counts for their auditors which means they get advertisers to spend comfortably. You guys obviously have a superior editorial team (just judging from the content of the entire issue). It's a shame to see no marketing/sales active on that front.

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Anonymous Anonymous said...

Communicate deserve to be congratulated for the issue, but they did have two months to produce it. It will be interetsing to see what they follow it up with next month.

September 10, 2006 8:55 AM  
Anonymous Anonymous said...

Thanks DMO for the compliments. We really are trying to beef up our distribution, believe it or not. Remember, we are a much smaller publishing house compared to ITP. As for going weekly, I really hope my bosses aren't reading this. It would only mean more work for our tiny staff. Nothing good could come out of that! -- Liz

September 10, 2006 1:56 PM  
Anonymous Anonymous said...

Interestingly, even though AMEInfo published the fake press release without a problem, they did not publish the press release that was issued by Communicate today that took this issue further. So i guess, the AMEInfo guys have actually started reading the press releases that they post after this debacle. :)

September 10, 2006 6:59 PM  
Anonymous Sans said...

Fi Masafi?

What is the Ad all about?

September 18, 2006 7:25 PM  
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