The APWG had already developed a sophisticated programme of recording and analysing phishing attacks which was used to produce a monthly APWG report. Hotwire used that to provide an incentive to the media attending briefings. The report provided hard news and kept the issue high on the media agenda. For example, statistics from the APWG report in May 2004 revealed that the number of unique phishing attacks had increased by 4000%.
As a result of Hotwire’s campaign, Tumbleweed has come to own the phishing debate and is regularly called upon to comment on phishing as a communications security issue. Coverage of the campaign has appeared in IT Week, Computing, The Mail on Sunday, SC Magazine, Computer Weekly and broadcast coverage has included BBC Breakfast News. In total, the campaign reached 90% of the tier one media targeted.
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Digital Media 
