Nine entertainment desks signed a resolution declaring a family tribute nobody's business, then panicked.
Nine celebrity news desks signed a resolution declaring that a grieving family's tribute needs no follow-up coverage, then discovered they had nothing left to publish. One trade body called the move an existential threat. A loophole allowing outlets to write about their own restraint was immediately used nine times.
“— and then somebody said the word restraint, out loud, at a gossip desk, and darling, the room simply stopped breathing,” said Marguerite Vance, who chairs the Entertainment Coverage Council.
On Monday, nine celebrity news desks signed the industry's first Nothing To Report resolution. It declares that a private tribute posted by a grieving family requires no follow-up coverage whatsoever.
The trigger was a tribute from retired heavyweight champion Wladimir Klitschko, honouring Hayden Panettiere's talent and career. He is raising their daughter. The post was reported once, plainly, and that was that.
The resolution sets the correct number of additional stories at zero. It also rules, for the first time in the trade's history, that a child is not a storyline.
Vance says the consequences were immediate. Nine writers found themselves staring at empty screens with nothing to fill them. Two were reassigned to a piece about a hotel breakfast buffet.
“We are not built for this,” Vance said. “We are built to speculate. Ask us to sit with a feeling and we start shaking.”
“We held the silence for nine minutes. It was the longest nine minutes in the history of this vertical.”
The industry pushes back
Not everyone signed. Dane Prosser, who runs the Continuous Coverage Institute, called the resolution an existential threat to the whole business model.
“Dignity does not scale,” Prosser said. “You cannot build a homepage out of leaving people alone. I have tried.”
An emergency seminar ran Monday afternoon for affected staff. Attendees practised closing a browser tab and then not opening a second one. Nine of them reportedly found the exercise physically painful.
But here is where it gets INTERESTING, darling. The resolution contains one loophole, and the loophole is enormous.
Desks may still write about themselves. By lunchtime, nine outlets had published essays praising their own restraint, most of them longer than the original story they had agreed not to write.