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EDN Europe's Editor Graham Prophet posts a selection of comments and insights prompted by the many items of industry news and rumour that cross the editorial desk or are gathered on his frequent travels to interviews, press conferences and events around Europe - and further afield - and somehow never find their way to the magazine or the web site, recovering some of the information otherwise lost in the noise level...

Thursday, February 21, 2008

Look to the skies

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I recently had a briefing on a new product that is due for launch in a few days. Can’t tell you who, can’t tell you what, it will appear in the “latest news” file next week. But its name bears a strong resemblance to that of a particular - and infrequent - astronomical event that took place in the skies early this morning (European time) or late evening (east coast US time) and was visible to most of the western world (those who could stay awake that long, anyway).
You might have thought that, if the product was due for release about now, that synchronising the announcement with the “real thing” would have been a good PR hook to hang it on – making the release of the product coincide with the celestial event?
A spokesman for the company concerned admitted, “When we thought of the name *******, we didn’t know that there was an actual ******* due to happen.”
We might be permitted a quiet and discreet “Doh” , I think.

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