Spin Tactics: “We’re Transitioning to the Web”

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By Joe Ciarallo Comment

lasvegaslife.jpgAs PR pros, it’s our job to replace statements like “we’re folding our print publication,” with “we’re transitioning to the web.”

Unfortunately, this is something that has been happening a lot lately. Our brother bloggers at FishbowlNY noticed the phenomena in a press release they received from magazine Las Vegas Life announcing, you guessed it, “we’re transitioning to the web.”

We also received a similar one yesterday from Luxury SpaFinder, which stated, “SpaFinder, Inc., the largest spa media company, announced today that Luxury SpaFinder Magazine will become Luxury SpaFinder Interactive, replacing the print magazine effective with the July edition.”

The “replace print magazine” line in this release made it a bit more blunt then the others, but wait for it…here comes the spin: “Luxury SpaFinder Interactive will be published monthly in six languages and will immediately expand the magazine’s global circulation from 200,000 to over one half million spa lifestyle enthusiasts.”

Yes, finally my Italian grandmother can find the spa she needs!