'Times' Hypes Stale Story on Apple - TheStreet

NEW YORK (

TheStreet

) -- In all the overplayed stories ever written about

Apple

(AAPL) - Get Report

, this one might take the overplayed cake.

The New York Times'

lead story on Saturday -- the one the newspaper deemed more important than any other in business, politics or war -- ran with the headline: "Apple Officials Said to Consider Stake in Twitter."

That, as you'd probably surmise by the fact that it was the paper's lead story, means that, at least according to the

Times

, Apple is currently considering a stake in the social media company. The headline is, after all, written in the present tense.

But talks between Apple and

Twitter

are apparently dead as a dumpling.

After all, as the

Times

eventually admitted, Apple and Twitter are "not in negotiations at the moment." So much for that present tense, huh?

The Wall Street Journal

even added in its own piece on the subject that the talks took place "more than a year ago."

The

Journal

, mercifully enough, did not attempt a verbal sleight of hand in the headline to make the story appear fresher and more relevant. Instead, the

Journal

wrote the headline as it should be -- in the past tense: "Apple Discussed Investing in Twitter."

It is essential to note, too, that the

Times

termed the talks "negotiations," which attaches importance and a near sense of finality to whatever took place.

The

Journal

called them "discussions," which is more modest. Also, considering the talks ended unconsummated, it's probably more accurate.

Look, Apple might fear it's running behind in the social media realm. But considering the challenges faced by

Facebook

(FB) - Get Report

,

LinkedIn

(LNKD)

and

Zynga

(ZNGA) - Get Report

, Apple is probably not sweating it too badly.

Moreover, discussions between companies take place all the time. It is like trades between sports teams. In both fields, however, there is a big difference between exploratory talks that took place long ago and active current negotiations.

Looking to trumpet a big story, the

Times

blurred the lines. Don't let them fool you.

At the time of publication, Fuchs had no positions in stocks mentioned.

This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.

At the time of publication, Fuchs had no positions in any of the stocks mentioned in this column.

Marek Fuchs was a stockbroker for Shearson Lehman Brothers and a money manager before becoming a journalist who wrote The New York Times' "County Lines" column for six years. He also did back-up beat coverage of The New York Knicks for the paper's Sports section for two seasons and covered other professional and collegiate sports. He has contributed frequently to many of the Times' other sections, including National, Metro, Escapes, Style, Real Estate, Arts & Leisure, Travel, Money & Business, Circuits and the Op-Ed Page.

For his "Business Press Maven" column on how business and finance are covered by the media, Fuchs was named best business journalist critic in the nation by the Talking Biz website at The University of North Carolina School of Journalism and Mass Communication. Fuchs is a frequent speaker on the business media, in venues ranging from National Public Radio to the annual conference of the Society of American Business Editors and Writers.

Fuchs appreciates your feedback;

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to send him an email.