It's reputed to be the best meat in the world. Jamón Ibérico de Bellota is the most famous ham of Spain. It’s the hind leg of a little black Spanish pig that eats nothing but acorns, giving it's meat the sweetest flavor and its fat...it's supposed to melt in your mouth like butter. The whole ham, displayed proudly at carving station in the finest restaurants, can fetch as much as $2500. Could this be what is on the table in front of us at a recent Microsoft event in Barcelona? I doubted it. Probably, a lesser grade of the ham. But journalists need to impress others with their perks. So, when this story is told, it will be Jamón Ibérico de Bellota.
Iberian ham over crusty bread. Jamon Iberico de Bellota is repudiated to be the finest meat in the ham in the world. Could this be it? I had to find out.
Microsoft’s reception was in the Fira Congress Hotel in Barcelona before the introduction of the HoloLens 2. Hors d'oeuvres were offered, champagne was poured. In addition to the Jamón Ibérico, there were little baby porchetta and tiny clams...with sea foam? Nope, it's "limona" gelatin. We're loving the lavish spread.
This is about as good as it gets for the press. Living the dream, I just heard from a member of the media.
Edible art. You cannot afford places that serve this kind of stuff. Thanks, journalist job!
No doubt about it, being wined and dined is one big perk of being part of the media. Maybe the biggest. Definitely one the few. We don't do it for money. You really can’t get rich writing articles.
Oh, we do get “access.” That’s a perk, insist our editors. Meet movers and shakers of the industries you cover. For example, we hope to meet the CEO of Microsoft soon. Or a front row seat. Or a chance to ask a few questions. If we are called on. If he sticks around. I sometimes take a selfie with industry VIPs – if I'm able to summon the courage.
You do to get out of the office and have an excuse to be late on deadlines, away from your gruff and non-understanding editor, the rag or blog you attend to for pennies, often late into the night, no raise in sight. Sure, even going to Cleveland and Dallas can look good under those conditions.
Living the Life
You, on your meager journalist salary, cannot afford this life. But if they’re buying, you’re eating – and drinking.
Strange how, after you cover a big event, every press release from the company becomes important, every new product release significant, every PR person your friend, every marketing VP a star, every executive a thought leader…
Tens of thousands of words pour out over the course of the year. It’s the best way to stay “on top of mind” so you are sure to be invited to the company's invitation only event for “selected” press. London, Amsterdam and Brussels, Belgium, Tokyo, Singapore, Paris... Shanghai may be hinted at (if you’re good).
While they're buying White Castle burgers back home, you are in Barcelona eating porchettas.
The Bottom Line
You might be dazzled by the opulence and the attention. It's not love, though. It's business. It's simple math: ROI, or return on investment. Smart companies know all about it. There’s some smarties at Microsoft, for sure. You don’t spend a quarter million on a press event without knowing you’ll get it back. You, dedicated media professional and blogger, are going to write it up. More than once. A normal obligation is one article or post per event. But a lavish event, an overseas flight to a bucket list destination, a five-star hotel? You are going to just churn out articles. Because there’s so much you have seen and learned, right?
The best cons leave their victim (the "mark") with no idea of being swindled.
The cost of a sponsored post is $2500. That’s about the cost of flying and boarding a journalist on a junket. So, why would a smart company get one article when for the same price, they could get a year's supply?
The press crowds the bar a recent event. It's what we do. If they're pouring, we're drinking.
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