Earned Media, Advertising and a Correcting Economy by Adrienne Simic, Vice President
10/06/2009

While the connection between advertising and editorial in a traditional newspaper seems distant, a review of recent history shows some real correlations. In the dot-com bubble of the late 1990s, newspapers were fat with advertising. Editorial departments had more reporters able to dedicate themselves to specific beats. When that bubble burst, the economy went into a correction, advertising decreased, and in turn, staff cuts followed at most media outlets. As a result, editors became more selective of the stories they chased and the beats they followed.

When the economy is robust, so too is the media environment. Advertising means revenue, and more revenue means more resources for staffing editorial departments.

The recession of the past year took its toll on traditional media, impacting the PR industry directly. To be successful in media relations, now more than ever, means knowing who you are pitching, what they write, what interests them and understanding how your pitch fits into the big picture. Media conferences no longer work as well because there are fewer reporters chasing more stories. Today’s reporters want their own stories, not one that’s thrown out to every outlet simultaneously. A successful media relations plan involves more direct, personal conversations, and less event-driven tactics.

At Media Profile, the stories we pitch are tight and to the point. They’re fact-based and concisely spell out the news. A reporter recently called me about a pitch and told me the e-mail’s subject line caught his eye. I asked how often he reads beyond the subject line. His response: “Never.” This means you have five words or less to pique their interest – less than a Twitter post.

We’re getting our clients in the news as much as ever. The newspapers might be thinner but a good story pitch will still earn coverage.

Comments? Feedback? Let us know what you think. Email comments@mediaprofile.com.