Fool me once, shame on you. Fool me 20 times, and your name might be Joey Skaggs.
You may know Joey Skaggs as the proprietor of the world's first bordello for dogs or the inventor of a balding remedy that involves transplanting hair from cadavers onto the heads of exceedingly desperate men.
Then again, you may remember Joey Skaggs as the first man to windsurf from Hawaii to California.
In reality, Skaggs is none of those things. That's just some of the ways he's been identified in news reports over the past 40 years -- highlights from his career as a media hoax artist, a life's work devoted to showing just how gullible the press can be.
Just after the O.J. Simpson murder trial, Skaggs convinced CNN that he was head of "The Solomon Project," a mission by a computer scientist at New York University to replace juries with computer software that would determine a criminal defendant's guilt or innocence. Guess what he told CNN? The software found O.J. guilty.
Another time, Skaggs convinced "Good Morning America" that he was leader of "The Fat Squad," a group of former U.S. Marines who would help you lose weight by physically restraining you from eating.
Now, it's time once again for Skaggs' longest-running gag -- New York City's annual April Fools' Day Parade. Every year, Skaggs sends out thousands of press releases promising a star-studded parade down Fifth Avenue. But the only fools who ever show up are reporters and camera crews. To Skaggs and his buddies, it's a joke that never gets old.
Last year, the parade impresario promised an April Fools' gala march of celebrity lookalikes, including Paris Hilton handing out free sex videos, Rush Limbaugh dispensing prescription pain killers and Michael Jackson riding the Giant Bed Float, where parents can hand off their kids to ride down Fifth Avenue.
Now, it's time for the 20th annual April Fools' Day Parade, and this time Skaggs is promising something completely different. This year, he says, there really will be a parade.
Yeah, sure, Joey! Would anyone in their right mind trust this guy? Anyone, I mean, besides me?
Indeed, let it be known, I am going to this year's April Fools' Day Parade. I spoke with Skaggs several times this week, and I am now a believer. Of course, I just may be his next sucker. We'll soon find out.
"Buck, I know it's hard to believe me," Skaggs said. "Any journalist worth his or her salt wouldn't trust me. But mark my words -- on my honor as a prankster -- this time, it's going to happen. New York will have what it always deserved -- an April Fools' Day Parade."
It all seems so crazy. After 20 years of organizing New York's most infamous annual nonevent, why would Skaggs actually follow through this year with a real parade? I spent about a half-hour on the phone cross-examining him.
"Don't make me go out on a limb, Joey, and then make me look like an idiot," I said.
"Buck, this is really happening this year. I'm making calls. I've got commitments," he said. And then, like a school kid trying to get out of a homework assignment, he added, "I'm going to make every effort to be there."
With Skaggs, there's really no way to be sure of anything -- even when you're paying the guy a compliment.
When "Entertainment Tonight" interviewed Skaggs in 1988 for a segment about media hoaxers, Skaggs hoaxed them by sending an impostor for an on-air sit-down with host Mary Hart.