LAST CALL: Newsletter looks to get clean start

The self-described "cheap PR stunt" was set forth as follows: Be

among the first 50 subscribers to fork over the $39.95

introductory rate for Jimmy Guterman's new business-centric newsletter,

Media Unspun, and you might be one of two lucky winners of a free house

(or office) cleaning from the editor himself.

Recalling the not-so-far-off days when Guterman's last publication - the

now-defunct Industry Standard spin-off Media Grok - didn't have to

resort to such gimmicks in order to generate buzz, PRWeek decided to

seek out more information.

It turns out that not just anybody can enter the raffle; Guterman

reveals that only residents of the "Continental 48" need apply, because,

"that's all I have frequent-flier miles for." But even if the names

drawn by the Boston-based Guterman belong to West Coast addresses, "I'll

be on a plane with my mop," he says.

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