DIARY: If it’s not new, it’s usually not news

It’s amazing what some agencies try to pass off as news.

It’s amazing what some agencies try to pass off as news.

It’s amazing what some agencies try to pass off as news.



One Boston-area hi-tech agency recently sent us a fax announcing two

’new’ account wins. During a phone call to the agency, we asked a

question that took them to new heights of confusion: when did you start

working with these clients? ’Within the month,’ chirped the contact

listed on the release.



Funny, because one of those new clients had press releases with this

agency’s name on them dating back to May! ’Oh, maybe I should

double-check that with someone here,’ she said once this was pointed

out.



If you’re thumbing through the magazine to see which agency that might

be, don’t bother. There is no story on them - they have no news.



Another Boston agency recently claimed that they’re growing so rapidly,

they had to add four VPs to their management team. It would be

impressive if they had all joined within the past few weeks. But no, one

of those ’new’ hires joined the agency last winter, and two others

joined in late 1998. To the firm’s credit, they did include this

information in the first paragraph of the release, thus preventing us

from getting too excited about this news, only to have our hopes dashed

once we’d gotten the facts from them.



We love a good story just as much as the next person - so how about

giving us one?



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