Friday’s are of course the end of the news cycle, it’s when you release things that you don’t want to the news to cover. I’m trying to stay optimistic, but in my humble opinion, this is a bad move.
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I concur. When I first heard this I was WTH. I wonder if the team who put this together will be hitting the media (at least the right-media) all weekend? I think we'll know a lot after the release, obviously, but also by how well the messaging has been put together.
I would have organized a Monday release with a full news blitz the entire week.