With all the news about newspapers and magazines facing dwindling circulation and readership, and many continuing to see ad revenue and overall revenue decline, you might be tempted to think that print is not the way to go when looking for media coverage. You’d be wrong, and here’s why:
1) People may not read the paper, but they respect its authority and credibility
A while ago we did a survey of professional service firms on behalf of a client where we asked what newspapers they read. We were somewhat surprised with the results – most did not read the serious press eg BRW, AFR, The Australian etc. Many indicated they only read the local suburban paper. As publicists for our client, we might have been tempted to send press releases only to the local papers, based on this feedback. But we didn’t, because we wanted the credibility for our client that only the heavyweight titles can give.
Even if you don’t read the Fin Review, you know what it is and you respect the journalistic standing of the publication. It was then up to our client to bring any coverage in the serious press to the attention of their website visitors and email subscribers. New tech companies in the US are very good at this, often having a grayed out series of media logos on their homepage with links to articles that have been written about them. This is sometimes referred to as a ‘bragsheet’.
2) Newspapers are often the major source for other media outlets
Bateson Publicity went along to an industry seminar around nine months ago addressing that old question, how to get media coverage. The panel had journalists from print, radio and TV and online news sources and a publicist. The TV journalist basically admitted to checking the papers every morning for news angles for the day (and thanked the print journalists for helping him out!). Radio and TV rely heavily on the day’s newspapers for story angles. We’ve had several stories run on ABC Radio for clients based on stories that have appeared in print first.
3) People still read print (despite what you may have heard)
Certain segments of the population still rely heavily on print for their news. If you are targeting an older demographic, which will include top executives at large corporations, your message will be heard. And if a story goes into print, it will generally also appear in the online edition of the publication. It doesn’t always work the other way around – stories often appear in newspaper online editions and never make it into the printed edition.
David Bateson on Google+
Image credit: http://www.flickr.com/photos/omaniblog/3027264516/