After just two days in the job, The Telegraph has parted company with its latest columnist - disgraced former Sun editor Kelvin MacKenzie.
The Telegraph announced on Thursday morning that MacKenzie had been hired as a columnist for its website.
There then followed the kind of angry backlash which will follow MacKenzie to his grave and by Friday afternoon it was announced there would be no more columns from MacKenzie.
However, parting company with MacKenzie makes The Telegraph's original decision to hire him no less offensive.
Clearly The Telegraph knew MacKenzie's hiring would cause offence and upset for the families and friends of Hillsborough victims who MacKenzie so remorselessly insulted over many years.
Margaret Aspinall of the Hillsborough Family Support Group told The Liverpool Daily Post:
"It beggars belief they would even consider the man. National newspapers should know the history of Hillsborough and the people involved. I thought they would have more sense."
But clearly The Telegraph was willing to try to cash in on the publicity and controversy that would result from MacKenzie's hiring. Up to a point.
Hopefully other media outlets take note of this very public reminder that MacKenzie is and always will be toxic in the minds of a great many people.