In January 1989 the R.J.Reynolds Tobacco Company (RJR) was desperately trying to salvage its 'smokeless' Premier cigarette from marketing oblivion. On behalf of RJR Matt Swetonic, then a Senior Vice President in Hill & Knowlton's New York office, set out to court Kenneth Tomlinson, the then Executive Editor of Readers Digest, in the hope of garnering favorable media coverage. (These days Tomlinson is the controversial Chairman of the Corporation for Public Broadcasting).

For RJR the attraction of pitching the Premier story to the Readers Digest was precisely because for decades it had relentlessly highlighted the deadly impact of smoking. Favorable media coverage of Premier could not only undermine tobacco control activists arguments against cigarettes but could help reverse the relentless march to market share dominance of Philip Morris's Marlboro brand.

Late Friday, June 24, is a perfect time to bury bad news in Washington, DC. That's when Mike Johanns, the United States Secretary of Agriculture held a news conference. He announced that a beef cow suspected last November to be positive with mad cow disease, and finally properly tested, was indeed positive. Even now the USDA is keeping secret which state the cow was from, but Texas has long been mentioned in media articles.