The Mercury News ran the news that its parent company was about to enter Chapter 11 bankruptcy proceedings on the bottom of the business page today. The headline, “Mercury News parent swaps debt for equity,” was the smallest headline for a news story on the page, and it didn’t mention the word bankruptcy. The first two paragraphs don’t use the B word either. One line before the jump, the word “bankruptcy” can be found. In a letter to employees (see below), CEO Dean Singleton said the “financial restructuring is a non event for readers and advertisers.”