On the Record

If you're gonna be late for the media party, don't bother showing up. Anne-Marie Borrego, assistant editor at the D.C.-based Chronicle of Higher Education, recalls a
phone call she once received from a publicist touting a hot new dotcom -- six months after she had already written a lengthy feature on said dotcom. "I was very annoyed,"
says Borrego. "They should at least read their own hits before they start calling." This backfiring of the carpet-bombing approach need not happen, especially when agencies spend
big bucks on clipping services, she says.