We Give Good Buzz

People are talking about the possibility we will announce our decision soon using online video.

He he!

It's the Entertainment Tonight approach to campaigning. You know: ET gets an exclusive of Madonna recording a new song; ET then gets an exclusive of Madonna shooting a video; ET then gets an exclusive of preparations for the release of the song; and ET then gets an exclusive of the actual release.

The lesson is simple: break something down into all its constituent components, and create "news" events around each and every one of them. Free air time gets bigger and bigger, like a snowball being rolled down a hill.

And the press just laps it up.