On Tuesday morning, researchers will unveil a 47-million-year-old fossil they say could revolutionize the understanding of human evolution at a ceremony at the American Museum of Natural History.
But the event, which will coincide with the publishing of a peer-reviewed article about the find, is the first stop in a coordinated, branded media event, orchestrated by the scientists and the History Channel, including a film detailing the secretive two-year study of the fossil, a book release, an exclusive arrangement with ABC News and an elaborate Web site.
It is science for the Mediacene age.
On Tuesday morning, researchers will unveil a 47-million-year-old fossil they say could revolutionize the understanding of human evolution at a ceremony at the American Museum of Natural History.
But the event, which will coincide with the publishing of a peer-reviewed article about the find, is the first stop in a coordinated, branded media event, orchestrated by the scientists and the History Channel, including a film detailing the secretive two-year study of the fossil, a book release, an exclusive arrangement with ABC News and an elaborate Web site.