ONE way to get us hacks to sit up and take notice is send us stuff in the post.
Public Relations companies are excellent at this (anyone who, like me, is regularly on the receiving end of PR will tell you how understated Absolutely Fabulous was), and this week I got quite the strangest thing ever through the post to promote the Financial Times' new on-line news archive. I asked everyone in the office if they could guess what it was -- suggestions ranged from a copy of the FT to a CD-Rom; all failed miserably. It was, of course, a garden trowel with a label saying, "Want to cut out the spadework?" This piece of lateral thinking genius/PR idiocy gets them a mention in the Web World column and a plug for their product. The FT.Com news archive now features more than 10 million newspaper and magazine articles from 2,000 publications going back five years are now available through FT.com's global archive - all completely free. Updated every ten minutes, more than 1,250 articles are added every hour.
Ideal for all you business types, very useful for students and researchers, so give it a go.
www.ft.com
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