hotsnack: reading is fundamental. and so is attribution.

Over the
weekend, Grant Achatz and his publicist Jennifer Galdes penned a press release
announcing Achatz’s plans to shutter his restaurant Alinea in order to pursue a career in acting. Said
release was sent to Michael Ruhlman, who promptly posted it to his blog. Then
the phones started to ring: big media calling to ask, "Is it true? Is it
TRUE?!!" A close read of the post and the release reveals a date of April 1^st and a note
"For media requests or more information, or to discuss the meaning of today’s date, please call…" To wit, the publicist did the responsible thing and posted a disclaimer to the prank on egullet lest some journalist do the
ol’ cut-n-paste for a print story. Which they do. Sans
attribution. All the time. Tsk tsk.