This screed by one of the magazine's editors, if I'm reading it right, is making the argument that telecom companies shouldn't all try to attempt to get press coverage during the days leading up to a major industry tradeshow.
"There are 52 week news cycles in today's electronic world," the article states. "The days of announcing every new widget, every enhanced corporate position and every new management change during a three-day show and dumping all that information into an e-mail bundle are over. There's just no time to read through all this stuff and no space to cover it."
So if you're a PR practitioner, you've got a choice to make.
On the one hand, companies of all sizes -- your clients -- want to make as big a noise as possible leading up to a big show. All their peers, customers, and competitors will be there, after all.
On the other hand, a editorial figure in the trade press says you should keep your powder dry until some other time of year, perhaps when there's not as much going on.
What should you do?
— Phil Harvey, The Editor, Light Reading