Nearly Everyone Uses It, and So What?
http://www.iabc.com/cwb/archive/2004/0604/everyone.htm

Yudkin, Marcia
Communication World Bulletin
2004

Abstract:

Occasionally a prospective client comes to me very enthusiastic about getting publicity and declares that she envisions coverage in every major newspaper in the country and on every network broadcast. After all, her logic runs, our product is something everyone uses. "Whoa!" I reply. "That's not enough of a reason for the media to do a story. Nearly everyone uses a toothbrush and a wallet of one sort or another, but how often do you see stories about either of those items in the papers or on the nightly news? Prevalence doesn't mean interesting or timely. So let's brainstorm about what would entice the media to consider something about your item 'newsworthy.'"