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.
“Any pop band is doing the same thing,” said Jorn H. Hurum, a scientist at the University of Oslo who acquired the fossil and assembled the team of scientists that studied it. “Any athlete is doing the same thing. We have to start thinking the same way in science.”