At the turn of the year, with people around the country making their traditional New Year’s Resolution, one resolution which was sadly lacking was a pledge from the tabloids to ditch the PR churnalism. Which is a roundabout and clumsy way of introducing this ‘research’ published in the Telegraph (and also paper editions of the Daily Express and The Sun):
Traditional New Year resolutions shunned in favour of reading and saving money
Traditional New Year resolutions such as quitting smoking have been replaced by modern life changes like reading more and saving money, a study has revealed.
New technology and healthier lifestyles mean three quarters of Britons have scrapped “old fashioned” vows relating to smoking, alcohol and exercise.
Current top resolutions are reading more books and saving money, the poll of 2,000 people found.
Source: The Telegraph, 30 December 2012
The article went on to list all of the extravagant new resolutions people are making at the expense of more ‘traditional’ resolutions – with ‘read more books’ topping the list of fancy modern newfangled ways of self-improvement. Bafflingly.
However, what follows is a cautionary tale, reminding us that while we may have all had our heads turned by those shiny new book things, we ought to remember the importance of traditional resolutions – such as losing weight and getting more exercise. These are vital, imperative things to strive for, according to the entirely-impartial company behind the research – gym chain LA Fitness.
Tony Orme, Marketing Director at LA fitness said: “The traditional resolutions we’re used to hearing or even making ourselves are less prominent this year.
“But it’s important to remember that taking time to exercise and eating a balanced, healthy diet not only give you more energy, but they also help to manage stress levels.”
It’s quite apparent, then, that this is simply a press release to advertise a gym chain at a time when many people tend to vow to get back into shape after a winter of excesses. In fact, the ‘research’ took the form of an online poll run by our friends at 72 Point’s Onepoll, who show the press release in full on their website.
If the quote from Tony Orme weren’t enough to convince the reader of the importance of using the service that Tony Orme sells, there are plenty of other subtle clues, such as:
The biggest aims Britons shared were to feel physically fitter, followed by less stress, and feeling happier and more secure overall.
Two thirds aim to improve their fitness in the coming year and improve their body confidence.
And, if even that were too subtle for the tubby Telegraph reader to take the hint, the article goes into all-out advertorial mode soon after:
LA fitness has launched its New Year Health Resolutions Campaign across its 80 private health clubs, with a half price membership offer for those signing up in January for 2013.
The service also included 24-hour online support service for members to help motivate them beyond the first month of joining the club – ranging from work/life balance to how to mix up diet and exercise to develop an ongoing fitness routine.
On the plus side, with the time Greg Walton of the Telegraph saved in churning out this story based on 68% of the original press release, I’m sure he was able to squeeze in an extra session at LA Fitness that day…