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Miami Herald Declares Heat the Champs

Paper runs ad for Heat title gear

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    NEWSLETTERS

    TK

    Commentary
    by Bruce Felps

    Well, oops.

    In a classic case of premature, to borrow an advertising non-word, “sellebration” the Miami Herald this morning ran a near full page ad promoting T-shirts, caps, and such emblazoned with Miami Heat championship words and images.

    Maybe it was more of a classic case of denial.

    As Jeff Schultz, a columnist with the Atlanta Journal-Constitution, pointed out, it’s not unusual for newspapers to mock up ads or articles in anticipation of a pending outcome. Go to the Sixth Floor Museum someday and check out the front-page layout planned for Nov. 23, 1963, until events conspired to change it.

    What is unusual is that the Heat could not have won the title last night. The best they could have played for — you know, had they played the entire game — was a deciding game 7, so what the hell with the doubly premature ad?

    And contrary to the sentiments expressed by the ABC-ESPN broadcasters, the Dallas Mavericks won the title. The Heat didn’t lose the championship.

    Poor babies, though, only four more stages to go.

    Bruce Felps owns and operates East Dallas Times, an online community news outlet serving the White Rock Lake area. He didn’t sleep much last night.