"Coming soon! A waterside development of luxury apartments...."
Sounds attractive? Well, maybe not when the billboard is a few yards from Morpeth's main street, which still bears the scars of Saturday's floods and where ruined furniture lies in heartbreaking piles outside real people's homes.
Good communicators react to the news agenda. Hats off to Flybe who have given an aircraft named Kevin Keegan a black nose cone in protest at his treatment by Newcastle United.