AdAge points out that Apple’s new tablet may not exactly part the sea for the press, but it will probably at least help a bit by increasing the company’s advertising budget.

But that’s only if the press quits giving Apple so much free advertising. And that’s not even talking about the crush of breathless stories and live blogs that accompany its pronouncements. Here’s the home page of The Wall Street Journal three hours before the Apple event:

Why buy the cow, you know?

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Ryan Chittum is a former Wall Street Journal reporter, and deputy editor of The Audit, CJR's business section. If you see notable business journalism, give him a heads-up at rc2538@columbia.edu. Follow him on Twitter at @ryanchittum.