Mass emailing to the Max

Are you a media outlet looking for a 39-year-old chartered surveyor with experience in investment banking and finance to comment on style, fashion or travel? No? Well neither were the thousands of entertainment and showbusiness reporters to be group CC'd – yes, with all the addresses on view – the email on James Max (apparently he was on the Apprentice once) by PR Hawar Shawki. The email is breathtaking in its pretty much complete irrelevance to UK publishing in general and wanton disregard for any effort to tailor a pitch to a publication. A special Tim Westwood-style "respect" needs to go out to the Graham Lorimer of the teenage title Shout Magazine, who never gave up hope that Shawar might actually, if probed a bit further, have a real story up his sleeve. "If you've got anything else our readership of teenage girls would be interested in... I'd be delighted to here [sic] from you," said Lorimer in response, helpfully hitting "Reply to all". What? Such as perhaps a few "jazzed up" cuts from Max's column in Property Week? Hang on a minute, he has been on E4, that's big with the teens, innit? Anyway, James Max is currently one of the most talked about names in Fleet Street, so mission accomplished!