Your Press Release Is Not “Breaking News”

The NHL sent me an email with the BREAKING NEWS: subject line prefix. For what? A plane going down killing lots of NHL players? No, silly, the fact that the NHL has scheduled its annual outdoor game. For January 2. 2012.

Not exactly breaking news

Wow, let me rush right to my television at 9pm on a Monday night to see if ABC has broken into its regular programming to go to live coverage of this life-altering event.

No, of course not. This is a run-of-the-mill press release, and someone in marketing hoped that only the BREAKING NEWS: portion of the subject line would show up in the lower left hand corner of the desktop so people would click through.

Pah. Breaking news.