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Posts Tagged ‘Steven Levy’

Dan Lyons, Steven Levy and Access To Apple

Newsweek tech reporter Dan Lyons admitted that he misspoke when he said on CNN’s “Reliable Sources” this past Sunday that the head of Apple PR head reached out to Newsweek to complain about him, prior to him being hired by the publication.

Lyons told Business Insider the complaints from Apple PR came after he was hired at Newsweek and not before, as he stated on CNN.

Regardless, one thing is clear: Lyons, who pens the “Fake Steve Jobs” blog at Newsweek, is not on Apple’s preferred media list, while his competitors, such as TIME magazine and Wired‘s Steven Levy are. TIME had full access to Apple pre-iPad launch, including an interview with Mr. Jobs. Lyons didn’t even have an iPad.

In the above interview with Beet.tv from September 2008, Lyons said that penning the Fake Steve Jobs blog has made covering Apple, “uncomfortable.”

The Guardian‘s Jack Schofield writes today, “…if it is favouring Time and excluding Newsweek, Apple isn’t dealing fairly with the press and therefore, ultimately, the public.” Do you agree?

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Dan Lyons: Head of Apple PR Told Newsweek Not To Hire Me

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Most PR pros — especially those in tech PR — know that Apple runs a very tight ship when it comes to marketing and communications.

This weekend’s iPad launch was yet another example, as the company received around the clock, mostly positive media coverage of the hype surrounding the new product.

However, an interesting tidbit from the weekend’s iPad coverage comes from Newsweek tech reporter Dan Lyons, who also pens the “Fake Steve Jobs” blog. Lyons said on CNN’s Reliable Sources, hosted by the Washington Post‘s Howard Kurtz, that the head of Apple PR told Newsweek not to hire him. From the transcript:

KURTZ: I just want to follow up on something you said. Apple executives went to “Newsweek” and said don’t hire this guy, Dan Lyons? We don’t like he writes this fake Steve Jobs — they tried to block you from being hired?

LYONS: Their head of PR told my predecessor, Steven Levy, to pass word to the powers that be at “Newsweek” that Apple wasn’t happy with the idea that they were going to hire me. Yes, that happened. And apple plays this game. I mean, notice who got iPads and who didn’t get iPads. Notice who got access and who didn’t.

And the other interesting thing here when you’re talking about the media and Apple is that, you know, the media — “The New York Times” was on stage with Apple, with Steve Jobs, at the announcement of the iPad, right? “TIME” had to have Stephen Frey, an actor, write about the iPad because their tech editor is running their iPad, their iPad development team.

So, the media in this case has really gotten in bed with Apple. And yes, it does raise questions about, how do you cover something when it’s your own business, in a sense, you’re covering?

Read the full transcript here.