Saturday, July 14, 2012
Ryan Lochte - lead feature athlete in US Magazine's "American Heroes"
Was at the store this morning after a long-course-meters workout and while checking out my two gallons of milk among other items I notice that US Magazine has an Amercian Heroes issue.
So, the celebrity industrial complex is hard at work now picking some temporary American icons for the typical American housewife to adore. (Wait, do we have housewives anymore?) In the half-inch thick magazine I was surprised to see that Ryan Lochte got top billing or he was the first athlete profiled over all the rest. Next came Michael Phelps.
I was surprised and it also taught me something both PR-and-marketing wise: Never pre announce your retirement unless it's your farewell tour and you are getting a cut of the ticket sales.
When Phelps announced his retirement some years ago, he simply put a shelf-life date on his endorsement potential. In other words, if he never talked about retirement I suspect he would have been on the front page of that magazine and booked solid till 2016.
Here is what Ryan Lochte's website has to say about it: [Link]