According to Pajamas TV, Joe the Plumber will "cover the Gaza War from Israel" for them. That got coverage from the Associate Press news agency (which was then in the headlines on msnbc.com).
What a great marketing idea! Hire a celebrity who became famous without any outstanding personal skills to get the media to talk about your brand. The advantage of that type of celebrities is that they are cheaper and more open to initiatives - since they don't have much to lose in image equity, once their moment of fame is over. The difficulty is not to wait too long or else nobody would care.
Anyway, great hit by the Pajamas TV's communication crew!