Bob Pagani (aka the cranky media guy) gave me a heads up about a recent Canadian media hoax. It was the launch of Stu, a new 'lad' magazine in the style of Maxim. Stu was the magazine 'for the adequate man.' Articles included advice on how to score with hot-girl's less-than-hot friends, as well as how to find great free merchandise by dumpster diving. The new magazine managed to get quite a bit of press coverage, even though, as it turned out, there was no Stu magazine. Only a press kit.