Bait and switch
January 17, 2018

Michael Wolff, the author of Fire and Fury: Inside the Trump White House, is not exactly well liked by President Trump these days. Wolff's book, which made public scandalous stories about the White House, has been blasted as "phony" and "fake" by Trump, who doesn't reserve kind words for Wolff either ("mentally deranged," "totally discredited").

One can't help but wonder, though, if Trump would have had the same reaction to the book if Wolff had used its original working title, The Great Transition: The First 100 Days of the Trump Administration. Whether or not Wolff really ever thought he would use that title, it nevertheless helped him slip into the White House without causing alarm. "In part due to that title, Wolff was able to exploit an inexperienced White House staff who mistakenly believed they could shape the book to the president's liking," Bloomberg Politics writes.

Wolff told Trump during [a phone call] that he wanted to write a book on the president's first 100 days in office. Many people want to write books about me, Trump replied — talk to my staff. Aides Kellyanne Conway and Hope Hicks listened to Wolff's pitch in a West Wing meeting the next day, but were noncommittal.

Several aides said Hicks later informally endorsed talking with Wolff as long as they made "positive" comments for the book, which they said Wolff told them would counter the media's unfair narrative. [Bloomberg Politics]

Well, here's how that has gone over. Regardless, the White House is reportedly cooperating with authors on at least two other books about its inner workings, including Ron Kessler and a joint project between Mark Halperin and John Heilemann. Jeva Lange

June 3, 2014

A nurse named Nicole doesn't want to hook up with you on Tinder; instead, she wants to hook you up with health information in honor of men's health month.

"Nurse Nicole" is actually the work of two male interns at Razorfish, Vince Mak and Colby Spear, who are using the popular meet-up app to spread the word about prostate cancer. Using a photo of an attractive woman to lure users in, Mak and Spear have Nicole share a website link for more information on common health problems. Not everyone is amused — one asked, "How are you even on Tinder at work, shouldn't you be saving lives?" — but others don't give up so easily. "That's kinda hot haha," one wrote. "Can I get an exam?"

Mak and Spear plan on continuing the charade throughout the month, and say they will post the best conversations online. "We always thought there were funny things to do with Tinder — both of us use it and joke about it," Spear told ABC News. "It seemed like a perfect way to raise awareness." Catherine Garcia

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