While indeed, today's newspapers will be tomorrow's scrap paper.. the message will have some lasting effect on Gordon..
"Bottler Brown" many are calling him.
His decision not to hold an early poll has fired the gun for that cruelest of sports - a press field day..
Mr Brown gets a thorough going over in both the broadsheets and the tabloids..and in what is surely a first, both the 'Mail on Sunday' and 'Independent on Sunday' opt for the same headline.. "Brown bottles it."
Papers of all persuasions agree that the PM's "dithering" has damaged his reputation for strong leadership and as a conviction politician.
It's also brought Gordon's record of 'hidden taxation' throughout his tenure as Chancellor under Tony back into the limelight.. something Labour would sooner see put behind them..
In the Sunday Times Mr Brown is "all mouth and no trousers".. helpfully illustrated with a mocked-up picture of the PM in his boxer shorts.. it concludes he is a "victim of his own spin" and adds the country will think less highly of him..
Meanwhile, an article by Tory leader David Cameron goads that the Tories are ready but the PM is not.
One has to say Gordon made the right decision, that now is not the time for an election.. but his fuelling the speculation that his Party was ready and willing to increase their majority, appeared to wilt following the polls published following last weeks Tory Convention..
The voting public in this country will forgive politicians almost any indiscretion.. but is not tolerant of those who shy away from what's seen as a confrontation..
Gordon's record will needs be spotless for the next 18 months or so..
And that's quite an ask.
And what with the issues facing Parliament, David will be smiling at this point.. For what the Conservatives will face in the future, is a government which has some exceedingly unpopular issues to deal with..
Better Gordon dig the hole just a bit deeper, for surely there are neither quick fixes for the problems we will continue to face on the home economic front.. nor for those we're involved with on the international stage.
Either way, this has turned into a win/win situation for the Conservatives..

One issue we have been trying to keep on top of over these past few years.. is climate change. But, it would seem there is far more attention paid to the increasing numbers of hurricanes affecting the US and Caribbean, than the typhoons which yearly sweep through the far east..
While it is undeniable the weather patterns in the West have changed, and the effects have become far more damaging.. we hear little concerning storms the likes of Typhoon Krosa, which has caused a million Chinese to be displaced and a death toll which would be exceedingly difficult to estimate..
It would seem that a fuller picture is being denied us.. with the 'global' effects being sidelined..
Perhaps it serves certain interests to keep our concerns localised, for a broader understanding of how the weather is changing might well damage the credibility of some of those lobbying for fewer global emissions..
Something to think about..