Hundreds of US dailies carrying the AP story.

Blogospherics like none ever seen before. Even Fox News weighed in, with its Grrr column, comparing . . .

without any discernable recognition that the byline is a homonymic for 'loose lips' . . . accusing The Dubliner's "Irish columnist" of being an "obliviot!" and "a coward of the utmost degree", accusing The Dubliner of America-hating to rival Hugo Chavez.

Publius' own antiAmericanism antennae must be getting a bit rusty.

Or it could be that Fox News is engaging in some Flann O'Brienesque satire of the satire by pretending to take it entirely seriously . . . while making sure that the search terms 'Dubliner' 'Tiger Wife' and 'porn' brought in enough Google hits to take down the magazine's website on Thursday.

Which might suggest that the outrage coming from people other than Tiger Woods might be a tad synthetic.

A source close to The Dublinermoaned to Publius, "now I know how the Pope feels, in the middle of a media sh*tstorm, driven by the desire of other media to have an excuse to run a picture of a hot blonde".

Rumour has it that the magazine might donate the proceeds of the September issue to Tiger's favourite charity in hopes that the clouds warning of legal action might pass away as swiftly as the stormy tail of Hurricane Gordon.

POWER OF ONE Cawley Nea/TBWA, Edelman public relations and OMD will reveal the first phase of their multimedia energy efficiency campaign for the Department of Communications, Marine and Natural Resources this week. Minister Noel Dempsey and possibly the Taoiseach will launch it on Tuesday.

The first phase of the multi-million euro campaign is designed to tap into what sources close to the campaign say is a marked difference in Irish public attitudes towards energy as an issue that is no longer macro and global but micro and local. With consumers facing a 68% increase in energy costs over just two years it shouldn't be that hard a sell.

The campaign will have to compete with countervailing ideas that government and business, rather than consumers, should bear the primary responsibility for navigating the stormy world energy markets.

IOS, RIP IoS is dead. Long live the Mail on Sunday. Not everyone inside the Ballsbridge tent is entirely convinced or pleased by the decision to ditch the 40m or so invested in building the IoS brand in favour of the Union Jack and Mail masthead. But you probably guessed that.

YAHOOOOO Good news, bad news for Yahoo. CEO Terry Semel said last week that it had made less revenue than expected from online advertising, due to a drop in the automotive and financial services sectors . . . a canary in the US economic coal mine. Yahoo said that its revenues for Q3 would be at the lower end of its predicted range, or around $1.15bn, with operating cash flow of $445m. So it's a bad quarter. In which the company still sees, at the low end of forecasts, a 20% growth in revenue. So lets not all panic.

The company was still in good enough form late in the week that it was about to snatch up social networking website Facebook, popular with US university students, for $1Bn. This will certainly keep Bebo's Michael Birch . . . not to mention Barry Maloney, who goaded Benchmark Capital to take a stake in that social networking site . . .

in a good mood as Birch's boast that he wouldn't get out of bed for less than $1Bn now doesn't seem so crazy.

THE BATTLE FOR YOUTUBE Universal Music's threat to sue MySpace and YouTube for copyright infringement, as reported in this space last week, was met this week by Warner music taking the opposite tack and cutting a deal with YouTube, whereby advertising revenues that could be linked with music to which Warner holds copyright would be shared.

Did anybody seriously think a year ago that a couple of ex-Ebayers and some homemade video makers would be negotiating the future of the music industry?

PAPERS MAKE NEWS This column makes no secret of its strong belief that the media and marketing . . . to say nothing of the wider business world . . . is kidding itself if it does not take deadly seriously the opportunity/threat of social networking on the web. But it seems that, in the short term anyway, some media may adapt better than others. TV audiences are dropping off an actuarial cliff and what's left is fragmenting. Radio could go either way; part of it will be time-shifted listening to ad-supported podcast versions of live shows.

But we in the dead tree world were supposed to be gone and buried by now.

Rather surprisingly, ad revenues for national newspapers grew to 182m this year, up 9.5% over the same period the previous year, according to the National Newspapers of Ireland.

Yes, one can ask how much of this is froth from the property market. But overall readership of newspapers in Ireland continues to climb, the NNI claims. For the first time, more than three million people were reading newspapers . . . including the 75% of you who are reading Sunday titles. (Thanks, by the way. ) The highest number ever.

TIPS, BRIBES & ABUSE all welcome at rdelevan@tribune. ie