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Here's how it might have gone down.
Editor Gersh Kuntzman: "Hey, Steve, did you see that New York Times interview with Donald Capoccia, the developer of Toren?"
Reporter Stephen Brown: "Yeah."
GK: "He said LeBron James might be looking at the penthouse apartment."
SB: "Shouldn't he know? He's the developer. LeBron is kind of a noticeable individual. He's just trying to get some free publicity."
GK: "If a rumor's good enough for the Times, it's good enough for the Community Newspaper Group."
SB: "Some blogger guy checked into it and found an original purveyor of the online rumor admitted it was a joke."
GK: "We don't listen to that blogger guy any more."
SB: "But Gersh, even if LeBron joins the Nets as a free agent, he'll play in Newark for at least two years. He can't commute from Brooklyn."
GK: "Don't you understand, the story's not about the Toren and LeBron, it's about super-premium real estate still available in several buildings. That's news. Get to it. We'll even put it on the front page."
SB: "If you say so."