MEDIA: WHAT THE PAPERS SAY; BT failed to milk this condensed storyline

Whether the story of British Telecom’s development of an ‘intelligent’ software programme called Netsumm which can reduce books of any length to a single sentence, was intended as a PR exercise or was the result of a piece of Daily Telegraph research is open to question.

Whether the story of British Telecom’s development of an ‘intelligent’

software programme called Netsumm which can reduce books of any length

to a single sentence, was intended as a PR exercise or was the result of

a piece of Daily Telegraph research is open to question.



The story itself had possibilities although it was rather in the nature

of a one-joke film - once you had seen Genesis (the book, not the group)

condensed into: ‘And God said: ‘Let the water teem with living creatures

and let birds fly above the earth’’, there was not much more to say.



The Telegraph’s leader team had some fun the next day by proving that

human beings could excel at the game. Hamlet became: ‘I’ll get you

Uncle...Mother, how could you?’ and The Divine Comedy: ‘How the Hell do

we get out of here?’



It was a shame the other national dailies didn’t pick up on the story -

after all the Sun’s headline writers are the masters of the art.

Remember Gotcha!



Evaluation and analysis by Carma International. Cuttings supplied by

Standard Press Analysts. ‘What the Papers Say’ can also be found at:

http//www. carma.com/carma



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