In a recent article TIME provides a projection of the next 10 papers that will join the dozens of publications that have fallen victim to today’s unstable economy.
When marketing in this challenging media landscape, it is important to clearly and consistently communicate a message of value to consumers and media contacts. Outreach efforts should state in plain language how a publication’s readers will benefit from your product.
Things to consider to target messaging and outreach:
Quality over quantity – Instead of building lists with hundreds and hundreds of media contacts, focus on the publications that will get the results the quickest. Consolidate time and energy into landing those key placements.
Fully integrated contacts – Cultivate relationships with media contacts that have a hand in print, digital, broadcast and freelance work. An instilled a sense of loyalty to your brand will keep you at the top of their list when they are searching for content.
Blogs – Consumers are turning to blogs to find the experts and information they used to get from traditional publications like daily newspapers and “shelter” magazines. Also bloggers are often looking to partner with a brand name to validate their web status.
Diverse pitch angles – Drafting multiple skins for one pitch or news item will create more potential coverage options.
Format bite-sized messages – Organizing information to be easily digested by readers is key. Developing lists, FAQs, or tips about your product will also make your story adaptable for online and blog use.
While publications are closing and downsizing across the nation consumers are left to consult new resources. Readers are still out there, the key is figuring out where they are going to find information and how to best deliver it.
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Tags: Marketing, media, media landscape, pitch, publications