You want to know how an embargo works? The flack emails a select group of journalists, sometimes not so select, but let's pretend the distribution list is carefully vetted. There's the illusion of breaking news, and an edge over the competition for the lucky recipient of the briefing. The only problem: usually, the news is old, or uninteresting. We suspect that's the case with Entrust's not-so-exciting news, expected to "break" tomorrow at 4pm, if it were possible for anything that carefully scheduled to count as news. Apparently it's to do with the security company's new $5.00 tokens, whatever they are. One underwhelmed recipient passed the approach straight on to Valleywag. After the jump, the email.

From: Brooke Hamilton <Brooke.Hamilton@entrust.com>
Date: Mon, 23 Apr 2007 18:03:17 -0500
To: Brooke Hamilton <Brooke.Hamilton@entrust.com>
Conversation: Entrust Breaking Story - $5 Token?
Subject: Entrust Breaking Story - $5 Token?

We have a story breaking tomorrow afternoon at 4:00 p.m. EST that highlights our new $5 tokens. If you will honor the embargo until 4:00 p.m. tomorrow afternoon, I can give you more details.

Thank you so much for your time and attention. I look forward to hearing from you soon.

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