(Read the full article at SPACE.COM)

Having spent more than 40 years in the mainstream media, on both radio and television, I’ve learned a bit on how the business works. A friend of mine who is a media consultant once told me that in order to best “sell” a news story it needs to have a “brand” or a catchy phase or title to help the listener or viewer better understand or remember it.

Which is why in recent years, natural occurrences such as a flow of frigid air from the Arctic, a full moon coinciding with perigee, or a sudden intensification of a low-pressure system are now better known, respectively, as the polar vortex, a supermoon, and a bomb cyclone.

Here’s another brand that no doubt many of you will be hearing about this week: the blood moon.