Regular readers will remember that I announced the closing of Altar Boyz on this blog on Friday, December 4th.
What you may not know, is that the blog was the only place I announced it that morning.
Normally, an announcement like this would be written up and sent out by the Press Agent to all of the various news outlets, from The New York Times to Playbill to UncleBillsBroadwayBlog.com
But, much to my press agent’s dismay, I put a muzzle on him that morning.
Why? I wanted to test the power of new media. I wanted to see how long it took for the traditional media outlets to pick up on the story if it didn’t come with in the form of a traditional announcement or an email. I wanted to see how long it took the blogosphere and the Twitterverse to churn the story and get it in front of the big boy editors. (Here’s where the Tiger Woods connection comes in – I was inspired to try this because Tiger was making all of his public statements to the press on his blog, and nowhere else, and the world was devouring it).
So how long did it take? One hour.
It took only one hour from my post to the first publication of the story (on Playbill.com, by the way). The New York Times called 90 minutes after it went up.
But get this – the first thread on AllThatChat started only 45 minutes after my post.
The most interesting part of this experiment?
Before many of the media outlets posted the story, they called my Press Agent to ask if it was true. Gotta give them major cred for verifying the story, even though the source was the Producer.
You’ll see more announcements like this in the future, and not just from me. Tiger has taught us well (uh, in some areas – in others, he’s just a giant sand-trap-sized d-bag).
(Unfortunately, it was true, Altar Boyz is closing on January 10th. If you haven’t seen it yet, you’ve only got 15 chances left. Get your tickets here.)