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.
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Pfizer Inc.'s Celebrex commercials, restarted today after the adds were pulled two years ago because of the pain pill's ties to heart attacks, are breaking the rules for TV advertising, analysts and advertising experts say.
The first words heard in the ad warn that Celebrex and rivals such as ibuprofen and naproxen all may cause heart attack, stroke and death. The drug's benefits are listed afterwards, flipping the standard order for such ads. The 2 1/2 minute running time fills an entire commercial break and is five times longer than the average, an ad industry analyst said.
1. We may wonder if it is wise to spend all that money for what is essentially a product warning. 2. Pfizer is obviously dying (pardon us) to get the product back online. 3. With this campaign it won't be long before EDGY marketers copy it and start really annoying the living bejesus out of us. 4. Wouldn't this have been a great way to sell cigarettes?