As editor of now defunct dot-com trade publication iMarketing News in the late nineties and into 2001, I was forever telling reporters not to write glowing prose about companies that could be a source of embarrassment if the firms were to go belly up.
In hindsight, the philosophy served us well. We never once wrote a positive story about the now infamous Pets.com sock puppet.
And now, apparently Tappening, a movement aiming to get people to stop drinking bottled water, could use a dose of the same philosophy.
In true Dewey-beats-Truman fashion, Tappening on Friday e-mailed this newsletter a press release announcing a $225,000, seven-ad campaign congratulating
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