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The right stuff?

by Mike Miliard

JOEY, then and now. He's still got good PR

Her favorite band may be defunct, and there's no hope of any venture capital coming her way, but this Webbie pop fan is hangin' tough.

While others waste their time wondering whether the Backstreet Boys' new disc will allow its creators to vanquish 'N Sync and reclaim boy-band primacy, Amber Alton of Santa Clara, California, is too busy with her new Web site/fan club to notice. It's devoted not to Kevin or Howie or A.J., but to Joe. As in the Hub's own Joe McIntyre, late of New Kids on the Block.

Nothing special about that. Despite the fact that NKOTB broke up well-nigh a decade ago, dozens of cyberspace sites are devoted to the group and its members. And love of Joe, in particular, seems undiminished by the passing of time and puberty. For instance, when he tended bar for a night at the Good Life in Cambridge this summer, he was greeted by a sizable crowd of drooling fans (see "Moonlighting," This Just In, News and Features, July 27).

What's different about McIntyre Desire, as this site is so lyrically named, is the PR campaign Amber has launched to publicize the thing. A press release received by the Phoenix reads, "Ms. Alton saw a need for further promotion of Joe's career, so she started her mission to get the people who really care about Joe more involved. . . . Since McIntyre Desire was announced publicly, it has been joined by over 50 people worldwide, and continues to grow every day. Members receive wonderful membership handbooks . . . [and] laminated ID's. . . . The members put a lot of hard work and a lot of time into this organization with the promotional campaigns and the monthly mailings, and they do it all for Joe McIntyre . . . no one on the staff, nor any of the members get paid for what they do."

Some of those members are quoted in the release, touting the virtues of their creation and expressing their hopes for its success. "I like doing the promotional work for [Joe McIntyre] because I know that he will appreciate it very much," writes Laura Nelson, McIntyre Desire promotions director. "It just lets him know that the fans are still out here trying their hardest to help him." Adds activities director Amy Riviera, "I know this is going to be a turning point in his solo career."

Maybe, maybe not. But never underestimate the power of 50 fan-club members -- especially those with the media savvy to flatter reporters (they called the Phoenix a "distinguished public forum") into covering McIntyre Desire and its "wonderful goal."

For more information, visit www.geocities.com/mcintyredesire.