“It’s a very kind of perverse use of a genre that is really counterproductive,” said Richard Edelman, chief executive of the public relations company Edelman. “I don’t think fake news is funny in the least. View all New York Times newsletters. It is not new for hoaxes to be used as marketing gimmicks, particularly in the age of social media. “I’m sure people working on it were thinking, hey, we’ll be super relevant, ride this wave of fake news,” said Rob Schwartz, chief executive of TBWA\Chiat\Day New York.

Source: New York Times February 17, 2017 00:12 UTC