One of the oddities of the magazine world is the embargo. An agreement between manufacturer and publisher to pass on information so that the magazine has time to digest and write about it, but not publish it until an agreed time.
It feels a little dishonest, but the option to say no means that you have wait with all the other plebs until the official release and frantically try to do a rapid digestion and regurgitation, only to wonder how all the other mags posted it an hour ago.
With EICMA just around the corner, the big players are all vying for publicity and Ducati is keen to get its new models out there in a massive media mega tsunami that breaks the internet just before the tide of EICMA comes swishing up to shore. The embargo is a great way to do this, but it only takes one party pooping hack to make the tsunami a ripple, which is why it comes with explicit instructions like this:
–UNDER STRICT EMBARGO–
Do NOT use this material for any tease/preview/adv of your magazine either in print/web/social media, either it must NOT appear to the public, free, paid or password-restricted Online, or in print or on TV until 18:30 CET (17:30 GMT) of Monday, 16 November, 2015 (i.e in print not before tuesday, 17 November, 2015).
–UNDER STRICT EMBARGO–
At a price of 1 million Euros for breaking said embargo (really, it’s all a bit Dr Evil), to do so would seriously deplete the CMG coffee fund, and I like my Black Mahacki Baboon dropping decaf latte, so you’re not going to get any sneak peaks on me.
But I’ve seen things you people wouldn’t believe. Attack ships on fire off the shoulder of Orion. I watched C-beams glitter in the dark near the Tannhäuser Gate. And Ducati’s new models shimmer on an LG 27″ screen.
Sadly you’ll have to wait until 18:30 CET, Monday, 16 November, 2015 ….
[…] got the info on all the new models already but alas it is under embargo. However, if you come back in a couple of hours we’ll have […]
‘Waiting patiently for news regarding buildings seen on the far side of the moon and the massive U.S. “Solar Warden” anti-gravity space fleet. Oh, yeah, and the newest Ducati Scrambler versions.
[…] As Editor ‘Arris said yesterday, we’ve seen wonderful things ahead, but we cannae tell you what’s what exactly, thanks to the embargo. But we can tell you that the teaser video released (above) tells much of the future for the brand. Of course, you’ll know more soon, as soon as we can tell it. […]
I know EXACTLY what you mean here.
The secret password is “Bladerunner,” now I just need to find where it goes…
I will wait , don`t you put yourself in trouble. You`re my only Canadian source of information and can`t bail you with 1 million Euros sadly.