Mark Twain had this famous response when he read about his “death” in the newspaper:
“The reports of my death are greatly exaggerated.”
Now the tables have turned. Newspaper death is reported when millions of people around the world continue to read the daily news. How ironic. Saying that the newspapers are finished is the latest fake news.
A single newspaper report remains one of the most powerful opinion drivers. More powerful than a trending Twitter post, viral Facebook post, or Instagram hashtag. Ask unfortunate vacation owners in and around Playa del Carmen, a popular resort town on the northeast coast of the Yucatan Peninsula in the Mexican state of Quintana Roo, also known on the Mexican Riviera.
In February 2018, just weeks into peak tourist season, they were preparing to host thousands of vacationers eager to escape a long, harsh winter. Among the hordes of sun seekers were my wife and I. We booked to spend a week at the end of March at our favorite winter getaway: the Iberostar Grand Paraiso, about a thirty minute drive from Playa del Carmen.
Then came the shocking news that a tourist ferry in Playa del Carmen was “bombed” on February 22, 2018. The following story, supported by a video (https://www.youtube.com/watch?v=HgO9VPFBNyU) , it was even more disturbing. Twenty-five people injured! The United States Embassy is warning travelers to stay away from ferries and parts of the Caribbean resort town!
Two weeks later, another “bomb-like” device was found on another ferry. It was removed without turning off. On March 21, the day we left for our vacation, the US Embassy withdrew its warning.
So what do you think happened? Did the sun seekers ignore the news? Did the hotels do their usual booming business? Based on my findings, drawn from an admittedly small sample size, the answer would be a resounding no.
The bad news, once published, triumphed over all. It cannot be reversed, no more than you can put the toothpaste back in the tube.
The evidence of the aftermath created by the news report was easy to find, starting from the moment we entered customs at the Cancun airport and quickly passed in record time because there were no lines (Exhibit A).
When we arrived at our resort, practically nothing was the same as usual – there were fewer guests on the grounds (Exhibit B), several of our favorite specialty restaurants were closed for most of our stay (Exhibit C), and I could play golf for hours. I wanted to, and I actually had to change my original start time because there were no other players in that slot (Exhibit D).
Need more? While playing my second round of golf with just one other player (Exhibit E), we adopted a single player (Exhibit F) who was one hole behind us. It turned out to be a friendly friend from Mexico City who rents an apartment in Playa del Carmen. “It’s usually full at the moment,” he told us. “This year, nothing.” (Test G)
All because of a single news event. Remember the next time someone tells you that the newspapers are yesterday’s news.
