The Wall Street Journal has one of the strongest editorial pages in the country; but much of its reporting is indistinguishable in content and slant from other legacy media like the New York Times and Washington Post.
The Journal’s recently launched Greater New York Section is Rupert Murdoch’s attempt to dislodge the NYT's liplock on the Manhattan glitterati beat. So far they seem to be matching the competition in banality and triviality. Exhibit A: this piece of fluff by “Heard & Scene” contributor Marshall Heyman. He tracks Tinsley Mortimer at the FiFi Awards as her manager steers her toward various fragrance industry folks in hopes of sparking interest in a Tinsley fragrance.
There’s a creepy sense of déjà vu about this piece—if Mr. Heyman attaches himself to Ms. Mortimer and her entourage, we may in a year’s time be treated to The Perfect Scent, Part Deux. Heyman looks more like Jack Black than the NYT’s perfume critic, but if he buys himself a BurrOmeter there’s no telling how far he could go as Rupert’s attack poodle.
[Full disclosure: I know or have met all the fragrance folk quoted in the piece; I’m not knocking them—they are consummate professionals. It’s the utter unoriginality of the Murdoch/Heyman project that I find depressing.]