At least one news organization has already been April Fool-ed: Crain's Chicago Business. They picked up a fake press release from Time Out Chicago, which claimed Donald Trump had assumed a controlling interest in the magazine. (It helped that Donald smiled at readers from the cover of the March 27-April 2 issue under the headline "Our New Owner.") Says TONY: "We thought people would realize this was a parody issue." And we thought nobody took press releases at face value.

Crain's 40 Under 40, a listicle of mostly attractive men and women who have all accomplished more than even your mother had hoped for you, has often been the target of publicists lobbying to get their clients included, because the attention carries potential for new clients, salary raises, and evidence that your publicist is earning her keep.

The roster includes the "first marketing chief at Hispanic media giant Univision Communications," the chief of "one of the most successful record labels at Sony BMG," and the "head of a joint venture between deep-pocketed investors, Starwood Hotels & Resorts Worldwide and acclaimed chef Jean-Georges Vongerichten." And you thought setting up your 401k was an achievement worth celebrating.