In the best piece of 'set up journalism' since Sven Goran Eriksson and the fake sheikh, spoof writer Peter Musgrove has managed to create one of the best headlines of all time.
It is well known in writing circles that often an editor will think of a headline and then attempt to find or in some cases 'manufacture' news that validates the statement. An example of this is, "Freddie Starr ate my Hamster", published by the Sun in 1986 which was later proved to be a complete set up.
Other great news events created solely to promote sales include, "Woss Wocks and Wolls with waunchy Wachel" , "Weapons of Mass Destruction found in Dymchurch", and the unforgettable, "Prince Harry grabbed my Benny at the Crossroads". Unscrupulous yes, but it sells papers.
It was back in September 2007 that P.M.R. editor James Barker, thought up the punchy headline above. Believing that it would send the comedy website into Cyberspace, he then planned a series of events that would allow him to publish the story.
First of all he discovered that Channel 5 presenter Trisha Goddard loved cats. Barker then rented out a shop near the Goddard's family home in Norwich. Setting up a cat rescue centre enticingly called 'Trisha's Sanctuary' , a 6-week old Siamese kitten was purchased from a local Chinese take away. The bait was laid and Barker just waited for the 49 year old Vegetarian to bite.
And it wasn't long before Goddard took a mouthful. Barker refused any payment insisting that , ' he was just happy that the little kitten hadn't ended up as number 68 on the Peking Diner menu '. However he did insist that nobody changed the name of the pet stating that , 'she has got used to it, bless her'. Trisha seemed oblivious to the set up even saying as she left the shop, 'Don't you worry Sir, I won't let anyone get their hands on my little Fanny'
The second part of the 'sting' involved Barker paying a few children to spray the cat with cod liver oil whenever she wandered into the neighbourhood. After a week the set up was complete. Gathering a team of news reporters to the area, Barker decided to pay Goddard a visit. Introducing the journalists as RSPCA inspectors, our editor asked Trisha if everything was OK with the kitten. It was then that all the hard work and planning paid off. In front of some of the most notorious hacks in Britain, including Nick Appleyard from the Sunday Sport, the D-list celebrity said the immortal line,
"To be honest guys my Fanny smells of Fish "
The rest they say is editorial history.
It is hoped that 'Peter Musgrove Reporting' will now pip the Sun's, "Super Cali Go Ballistic, Celtic Are Atrocious" to the 'Best headline of the decade' award due to be announced early next year.
Speaking from his home in Beckenham, Kent, Barker said,
" People will say that I am crazy to pursue a story to such lengths. I admit it wasn't cheap. The rent on the shop alone was £500 per week. Add to that the cost of staff and advertising, the money I gave to the kids and the cod liver oil, we are talking well over five grand to set this up. But if it promotes the website it will be money well spent."
It is believed that Barker's next planned headline, "Gorilla takes Cerys Matthews up the Cardiff Castle", could run into legal problems. However the Welsh tourist board have asked holiday makers to be vigilant, especially around the Easter holidays.
