When I see condemnation of the journalistic standards of “The Times of India” littering my newsfeed, a question posed by Gail Wynand whose media empire spread like bubonic plague comes back to me: “Do you think it took no talent to create the Banner? The critics of the Times of India do not know that it takes breathtaking creativity to create the largest selling English language newspaper in the world—in a country where most people cannot read, let alone read an English language newspaper.
It is an ancient method of swindling, but virtually everyone is hoodwinked because it is instinctively shrewd. But then, human nature has changed little since the 17th century frauds took to the streets to put on a show, stir up the masses and sell dubious medicines to large numbers of people. It did not matter that the show did not have anything to do with the medicines they were selling—By any stretch of imagination. But, what are the principles involved? Robert Greene tells us:
Appear as news, never as publicity
“People pay more attention to what is broadcast as news—it seems more real. You suddenly stand out from everything else, if only for a moment—but that moment has more credibility than hours of advertising time. The key is to orchestrate the details thoroughly, creating a story with dramatic impact and movement, tension and resolution. The media will cover it for days. Conceal your real purpose—to sell yourself—at any cost.”
When her new movie was released, The Times Of India reporter posted a video of Deepika Padukone’s cleavage. Continue reading