Perils of the Twitterverse, part 12,000: Last week Mia Freedman, media “personality” and former PBL exec, tweeted “Made me laugh: Rusty the narcoleptic.” As Freedman correctly noted yesterday on her blog, most of her tweets are inane (unlike my own, which always effervesce with Wildean wit and the perspicacity of the ancients), but this one struck a nerve. Seven journalist Suzanne Mostyn, whose son has narcolepsy, hit back in The Weekend Oz explaining just how debilitating narcolepsy can be and suggesting Freedman think before she tweets. At 1600 words, I thought Mostyn was overreacting given Freedman hadn’t meant any ill-will and was simply guilty of linking to what she thought was a funny video, and tweeted to that effect. But Freedman apologised on her blog yesterday. “Here is the point (which I momentarily forgot): what is funny to one person, is distressing to someone else when viewed through the context of their own tragedy.”

Mostyn also made the point that media professionals have to treat Twitter with the same seriousness and responsibility as other forms of media expression. Twitter is simultaneously liberating and problematic in combining the more intimate space of one-to-one or small group communication with, depending on your number of followers (Freedman has more than 9000) a mass audience, especially once your comments are re-tweeted. What might be — depending on your taste — amusing when forwarded via email or said in conversation becomes a piece of authoritative commentary when sent into the Twitterverse, and the rules change significantly. Twitter is growing rapidly among journalists and commentators. Freedman won’t be the last to get caught out. — Bernard Keane

2009’s most powerful fashion magazine editors: There’s a scene in director R.J. Cutler’s fashion documentary The September Issue in which Vogue editor-in-chief Anna Wintour lunches with Neiman Marcus Group chief executive Burt Tansky. Wintour and her team tell Tansky that they’ve relayed to fashion designer Miuccia Prada that the fabric she used for a particular dress was too heavy for everyday wear; Prada has agreed to use a lighter-weight fabric in order to please Wintour as well as retailers such as Tansky. —  Forbes

Pepsi buys the Moonman: This weekend marks another milestone in MTV advertainment with the first branded MTV Video Music award. Pepsi bought the rights to one of the awards that will now be known as the Best Performance in a Pepsi Rock Band Video Award. As a sign of the modern MTV viewer’s brand savvy, the top-rated entries were from viewers who integrated Pepsi products into their music videos.  — Advertising Age

Conservative enthusiasm overestimated: Conservative activists, who organised a march on the US Capitol today in protest of the Obama agenda, said on stage at the rally on Saturday that ABC News was reporting that 1-1.5 million people were in attendance. A crowd of people, some carrying signs, are shown during a rally at Freedom Plaza in Washington on Saturday. Thousands of protesters have packed streets in the nation’s capital to protest what they consider the federal government’s out-of-control spending. ABC News and its affiliates did not report a number anywhere near as large. ABCNews.com reported an approximate figure of 60,000 to 70,000 protesters. — ABC News

Grownups become Twitters target market: Companies can begin to target people older than  34 with media campaigns that leverage social networks as that age group has become the largest segment using Facebook, Twitter and other social media, a new study from Forrester Research claims. Compared with last year, adults over the age of 34 increased their participation in social networks by more than 60%. — PC Advisor

US domination to end on UK TV: The BBC is preparing to drop popular American shows such as Heroes, Mad Men and The Wire as part of a strategic review to combat criticism that it is stifling commercial rivals.The Australian

More words from our sponsors: Product placement is to be allowed on British TV shows, in a move due to be announced next week. It is believed that ministers want to help struggling broadcasters who have been hit hard by the recession. The change could mean that products will be much more visible in popular series. At present, the shows are forced to cover up labels to comply with the strict guidelines — or face fines. — BBC News

Bad circulation for UK newspapers: Every quality daily UK national newspaper lost circulation in August, according to the latest figures from the Audit Bureau of Circulations published today. —  guardian.com.uk

The US has become a really big round table/US citizens say “first, legalise it”: Barack Obama’s exploration of how government might be opened to greater public participation in the digital age. The new portal Data.gov is allowing citizens to create their own applications to analyse government data and soliciting citizens’ policy ideas on the internet. In the middle of two wars and an economic meltdown, the highest-ranking idea was to legalise marijuana. —  The New York Times