THE NEWS HACK'S CREED:
I know more than you.
I make lots more money than you.
I'm smarter than you.
I'm sexier than you.
I appear on TV all the time.
I work ten minutes a day.
I rule the universe.
I'm going to live forever.
You are an idiot.
THE NEWS HACK'S CREED, No. 2:
A lie isn't a lie when it tells THE TRUTH.
THE NEWS HACK'S CREED, No. 3:
I've come to realize that the looseness of the journalistic life, the seeming laxity of the newsroom, is an illusion. Yes, there's informality and there's humor, but beneath the surface lies something deadly serious. It is a code. Sometimes the code is not even written down, but it is deeply believed in. And, when violated, it is enforced with tribal ferocity.
--JOHN "OMERTA" CARROLL.
THE NEWS HACK'S CREED, No. 4:
News isn't news when we don't report it.
PERMALINKS:
THE NEWS HACKS' DICTIONARY
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TRANSLATION: GET READY, SUBORDINATES: AMERICA'S CEOS WILL REALLY LET YOU HAVE IT!
Mr. Woods has not signed a significant deal in a while, preferring to keep his endorsements limited.
"That's his management's M.O.," Mr. Barr said. "They don't want to overdistribute a product that is difficult to access already. You better have a blockbuster deal ready for his people to even take a sniff at."
TRANSLATION:....
"We're not talking about switching him from Buick to another vehicle brand," GM's top sales executive, Mark LaNeve, told the Detroit Free Press. "But maybe we could find ways to associate traits of Tiger's -- like precision -- with the corporate GM image."
Larry Peck, Buick's golf-marketing manager, confirmed that. "We look to leverage the assets we have, and we look at how we can do that with Tiger," Mr. Peck said. "We're now using him in China and Canada. ... We continue to try to leverage him for the GM brand as well as Buick. From a sponsor standpoint, he's a perfect partner."
Yes, Tiger's really helped pull your company out of its funk -- and BUICK!
EA Sports, which makes and markets Mr. Woods' video game, has seen revenue triple from $500 million in 1999 to $1.6 billion in North America. (Of course, it's had a lot more help from NFL commentator John Madden's football franchise.)
A Neuharthism of the Week Award to RICH!
P. S. OR:
“I think $400 plus million dollars is a lot of money for athlete endorsements alone. Brands like New Balance for example, spend zero dollars on athlete endorsements, and New Balance is a top five company in terms of athlete shoes”, said Ben Sturner, President of the Leverage Agency....
Nike, together with Michael Jordan, virtually inventing modern day sports marketing, and although basketball shoe sales are up 15 percent, it can’t be a great sign that the next Michael Jordan is apparently Jordan himself.
Despite the fact that he last retired three years ago, the top five selling basketball shoes domestically this year are all retro Jordans, according to market retail firm SportsOneSource.
(Caveat: this IS the BIG C!)