Isn't this when MSM releases things it doesn't want people to see? Why wouldn't they release it on a Monday or Tuesday during Prime Time when most people are watching news and have the rest of the week to see follow up reporting? When MSM wants to bury news it releases it on a Friday knowing that less people are watching. Makes no sense to me.
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Because Monday and Tuesday are the days where discussions are still occupied by the weekend events and the influx of new information can help bury the truth. It's a common PR maneuver to release the big stuff on thursdays and fridays to keep it rolling throughout the weekend among the people, or to begrudgingly report things you don't want to on Monday or Tuesday.