How to Earn Coverage in Mainstream Media
A Puppet's Ramblings - from Chip Martin, Mannequin American Marketer
Earning Coverage in Mainstream Media
Earning press is harder than ever for two reasons.
First, there is reduced opportunity for coverage. By 2010, newsrooms had 30 percent less staff than at the turn of the century. The reporter who covered your company is gone. Now there's a reporter who covers your industry or several industries, and he has less time for you and your pitch. High-priced veteran reporters are being replaced with younger tech-savvy journalists who have no long-standing relationships with PR sources. Meanwhile, newspapers have fewer pages than ever before. A 2008 study showed that 34 percent of newspapers had reduced business coverage, while only 17 percent had increased it.
The second reason is the shift to the Web. Whether digital newspapers can turn a profit remains a key concern. The New York Times offers a glimmer of hope on that front. It will earn $91 million from digital subscriptions this year, representing 12 percent of subscription sales. So it seems newspapers that produce content people want to read can thrive behind paywalls.
This notion of generating content that people want to read is the challenge facing PR practitioners. In the bygone world of journalism, publishers measured success by total subscriptions and newsstand purchases. Readers might be as likely to read an article on an obscure topic-as long as the headline was enticing-as they were a story about something in which they were already interested. Today, every click on every article counts. Journalists are under intense pressure to produce content that will generate those clicks, increasing the challenge of getting a reporter to cover your company's or client's story.
The moral: If your story is interesting to you, but not to a large percentage of the media's readers/viewers ... your story isn't worth telling.
She's Already Ordered ...
From Luvs, this "funny because it's true" commercial demonstrates that second time moms know: When you've gotta feed, you've gotta feed, no matter your location.
What Do You Know About Taste?
What does "taste" taste like?
Isaiah Mustafa was the Man Your Man Could Smell Like for Old Spice. Now he's pitching Israeli Maccabee Beer. The amusingly elaborate lines are right up his alley. Great writing.
Don't "Like" Us ... Send Money
Unicef tells it like it is. Vaccines cost money.
Rush ... The Official Trailer
Good racing movies and few and far between. I can think of only three. But soon a fourth may be added to that list.
Ron Howard's Rush sees Chris Hemsworth and Daniel Brühl play real life racing rivals, James Hunt and Niki Lauda, pushing the limits during the 1976 Formula One season. In a sport accustomed to tragedy, the rivalry intensifies when Hunt is involved in a horrific crash that leaves Lauda in a coma. Can't wait for this movie to come out.