Manufacturing “stealth”: I always find that planting a pre-launch story in the Wall Street Journal is key to being “secretive.”
Favorite ironic pull-quote:
The plan is to launch Office Pirates under the radar, which should please advertisers who increasingly believe it’s better for consumers to discover products, ideas and information rather than have such things foisted upon them. Time Inc. has started reaching out to advertisers, according to people familiar with the company.
Don’t have time now, but I’ll comment on this later. (Think Anheuser-Busch creating a microbrew.)