Eugene David
...The One-Minute Pundit

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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

THE EUGENE DAVID GLOSSARY

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Monday, September 24, 2007

Posted 2:00 PM by Gene

Increasingly, trying to get my clients' products to bask in the glow of a celebrity's "borrowed cool" feels, frankly, a little bit lazy. With a celebrity seal of approval, you don't have to take the time to craft a real story about a product or even ensure that it lives up to its promise. And there seems to be an "any celebrity is a good celebrity" mentality, particularly when you see something like Louis Vuitton featuring Mikhail Gorbachev in an ad in Vogue. He helped end communism in the old Soviet Union, but will he make somebody want to buy a luxury tote?

The better approach? Go back to basics. Hire real, credible experts to be spokespeople. And let the product be the star.

TRANSLATION: Advertisers will use celebrity crutches until hell freezes over.

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