This is Only a Test

Another example of "The Media" just not "getting it" when it comes to being online in a highly connected world. This time, it's The Seattle Times.

This is an actual screen shot from 1 August 2012 at the URL noted below:

Seattle Times page screenshot

For the visually impaired and/or if that's too fuzzy, it says:

Originally published August 1, 2012 at 12:23 PM | Page modified August 1, 2012 at 2:30 PM

This story is not going on a page, it's just a test of embargo time.

Test story

An "embargo" denotes that a story can't be released until a specific time. It allows news outlets time to prepare a story for release, and at the "embargo time" everyone can release it together.

Looks like their test not only failed, but it was updated (as shown) and still was accidentally public!

News outlets need to be careful: careful not to release embargoed news early, careful to be professional, careful to test things on non-public sites first, careful to not panic people with disprovable "facts". To do anything less damages the reputation of all media outlets -- and sure enough, the reputation of "the media" is at a severely low point. This is just one example as to why.

(Source URL: — but has since been taken down)

Posted August 3, 2012

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