That's just what happened during the month leading up to this edition of SPINdex, when news coverage surrounding the marketing implications of the Nasdaq exchange's roller-coaster performance sent print and electronic media journalists scurrying for an angle. TV news producers, in particular, appeared enamored by the story, devoting 245 stories and 122.5 minutes of TV news time to the issue.
Running a close second was coverage of the marketing implications of the Justice Department's plan to bust up Microsoft.
Both trade and consumer media were galvanized by the marketing fallout surrounding a shakeout in the suddenly all-important dot-com advertising category, which ranked as the third biggest marketing story for SPINdex.
Fourth place went to media outrage following the release of the videotape of the Columbine High School shooting tragedy.
Fifth place was news about the potential sale of Madison Avenue powerhouse Young & Rubicam.