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Self-referential LA Times humor person Joel Stein finally says "fuck everything" today, and writes a column about Julia Allison [LAT]. Yes. He calls her "a genius," but perhaps this was just a bit of flattery to draw some good quotes out of her. Here she is explaining the thinking behind her fake role as "editor at large" for Star, in an interview she gives via cell phone while shopping for clothes: "The people who do corporate strategy are understanding the power of three or four minutes on a cable network or a morning show. It's the best publicity you can get. Oh, that is the cutest dress I've ever seen. Oh my! Oh my God! I can't handle it. Anyway, with the advent of 24-hour news networks, you have an incredible amount of air time to fill." Shopping and building her brand at the same time! In case you're still stuck in the old, outdated journalism world, Julia breaks down how she is really just as smart as—or smarter than—any other REPORTER or whatever:

"I do my due diligence," she said. "What do writers do? They gather facts from a variety of sources. So what's the difference? Do I have more knowledge than any given writer or editor? Probably. Because they're just focusing on their one story."