We appear to have an early favorite for today’s winner of the “LOOK AT ME” media award. This award is given to the writer or media person who submits a body of work for no other reason than to draw attention to themselves, and hopefully get linked to on sites such as this one, which will generate more views and publicity for the writer.

While normally I’m loathe to give this free publicity away to people who are clearly begging for it, this week promises to have no end of this type of work.

This morning’s strong candidate is Bill Plaschke of the Los Angeles Times. (Free registration may be required)

You might be familiar with Plaschke for his riveting performances on the ESPN atrocity Around The Horn, which is nothing more than a bunch of sportswriters yelling at each other. (Why not just put a live webcam in the media lunchroom?)

In his column today, Plaschke makes the contention that:

Tom Brady is football's, well, um, Alex Rodriguez.

Meaning, a hyped player, who will be in the Hall of Fame based solely on numbers, but is not the greatest at his position. His argument is that Brady can’t tie the shoes of such true greats such as Johnny Unitas, Otto Graham, Bart Starr, Sammy Baugh and Joe Montana.

Some of his arguments are ludicrous:

He doesn't have fire in his eyes because today's teams don't need it.

Has he ever actually seen Brady play?

He consults with such unbiased sources as John Unitas Jr. in making his case. The younger Unitas says: “I hear all these people talking about Tom Brady and I just sort of smirk.”

No doubt Plaschke is sitting back right now with a smirk on his face, waiting for all the attention that is sure to come his way. If there is a surefire way to get attention these days, it is to insult something about Boston sports.