Not likely, Mr Shakespeare
Much as I love my former colleagues in the mainstream newspaper business, the mass publicity for a new 'Shakespeare Found' - in this case in the collection of picture-restorer Alec Cobbe - was not much endorsement here.
News stories from museums and galleries, a wonderful source of romantic illustrations, are not knocked off newsroom schedules merely because they are of dubious veracity.
And what could be more romantic than a new, youthful, prosperous and glowing image of our greatest writer?
'Ninety per cent certain', claims an expert.
Hold the front pages.
Once upon a time there used to be a cynical news-editor's adage: 'what is new in this story isn't true and what is true isn't new'.
But such scepticism is not applied so rigorously when a press release contains something so useful, so beautiful, such a pleasant change from financial gloom and doom as a new portrait of Shakespeare.
The Cobbe portrait duly adorned many a newspaper page.
"Too young", said the wise men and women of TLS towers to one another.
"Too well dressed" as well.
Looks nothing like the one, old and not so attractive, image which is attested and everyone knows.
Looks quite like other pictures which are probably not Shakespeare anyway.
'Load of nonsense', grumble grumble, and back to our desks.
And so, according to a highly persuasive piece in the TLS that goes to press tonight, it seems.
But news editors, never fear.
The real identity of the man in the Cobbe portrait is likely to have been a poet and courtier from the Jacobean age whose life, loves and mysterious death would have filled many more newspaper pages in his day than Shakespeare ever could.
His is a story well worth retelling any day.
We'll put it up online tomorrow.