Today's Mediaworks column in Ad Age offers up some insight into the plus side of landing on Page Six.

Obviously, as anyone who has lived in this city for five minutes knows, the gossips are free press for clubs, liquor brands, and B-List celebs.

When the New York Post's Page Six runs one of its punchy one-line "Sightings"-say, "Tara Reid, drinking a Grey Goose martini at Cain…"-the reaction among many readers may be something along the lines of "Wow, she sure dances on an awful lot of banquettes." But to more business folk than who'd care to admit it, such quick-hit plugs have evolved into crucial components of branding or marketing campaigns-within and without New York City.

If the fetchingly unhinged Ms. Reid is passing the wee hours of the morning at Cain, the thinking goes, that only affirms the nightspot's celebrity/player bona fides. If she's daintily sipping a Grey Goose martini, that confirms the vodka's eminence.

Somehow, in the alternate universe of advertising, Tara Reid downing Grey Goose at Cain is "good" press. Which is exactly why you will find us sipping K1 on the rocks down at Element.

The Scandal Sheet Everyone Wants to Be in [Larry Dobrow, Ad Age]