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Monday, September 23, 2013

Karl the Fog Goes More Corporate

Posted By on Mon, Sep 23, 2013 at 1:15 PM

click to enlarge Your official spokesfog...
  • Your official spokesfog...

Earlier this month we reported that the whimsical online persona of San Francisco's ever-present, low-hanging moisture, @KarlTheFog, cashed in.

The Twitter celebrity is now an official "weather adviser" for Virgin Airlines. As we put it before, "there's a distinction between enjoying twee tweets and having them marketed to your demographic. That's distinctly less whimsical."

Well, the demographic is expanding and the whimsy, assuming such things are inversely proportional, is decreasing. It was today announced that @KarlTheFog has accepted yet another corporate gig:  helming "the San Francisco Travel Association's Facebook page, posting his unique perspectives as the city's famous fog and other endearing attributes throughout the day."

Even native San Franciscans may come to think there is such a thing as too much fog.

See Also: Karl the Fog Explains How He Got His Gig

Mr. The Fog's new corporate paymasters* expressed giddiness with their recent hire; puns were involved:


is the first time we've invited someone to take over our Facebook page

and we're excited to welcome one of San Francisco's newest and 'biggest'

celebrities, Karl the Fog," said Joe D'Alessandro, president and CEO of

the San Francisco Travel Association.  "Since the launch of our Local's

Guide at,

we've identified passionate locals and influencers and invited them to

tell us what they love about the city. Karl the Fog is one such

personality and he has grown quite a following over the past couple of

years. He is our quick-witted San Francisco Fog and his

community loves him. No doubt our community of 548,000-plus Facebook

followers will too."

Beware, Karl. There is a fine line between buying in and selling out.

*Update, 2:20 p.m. Laurie Anderson, a spokeswoman for the San Francisco Travel Association, has informed us that Karl the Fog's new post is " purely for fun. No payment, no payback." Our tongue-in-cheek use of the term "corporate paymasters" is therefore inaccurate; SFTA would, if anything, be Karl's non-paymasters.

Fair enough. Good luck to all involved. Have fun.

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About The Author

Joe Eskenazi

Joe Eskenazi

Joe Eskenazi was born in San Francisco, raised in the Bay Area, and attended U.C. Berkeley. He never left. "Your humble narrator" is a staff writer and columnist for SF Weekly, which he has written for since 2007. He resides in the Excelsior with his wife, 4.3 miles from his birthplace and 5,474 from hers... more


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