Cole, of course, finds himself up against England team-mate Wayne Rooney in the fight for book publicity.
Snippets from Rooney's effort - My Story So Far - and My Defence are being cleverly drip-fed to an eager media, leaving two PR teams effectively competing for coverage. In the Roo corner is Wazza's personal adviser Ian Monk, who has instigated a serialisation with his former employer, the Daily Mail. Monk is working with Jane Beaton, head of publicity at publisher HarperSport.
Doing a sterling job in the Cole corner is Caitlin Raynor, head of publicity at his publisher, Headline.
With Cole letting rip at his own employer ('Arsenal hung me out to dry...') and Rooney apparently unable to sleep without a Hoover purring away, the stakes have been raised.
Raynor will only concede: 'Cole's big news right now.' Indeed, but who is bigger? Let's wait to see the sales.