you noticed? Publications, the hard copy ones, are getting smaller, so small,
in fact, that they’re disappearing. Like Gourmet magazine. That one hit me
really hard, mostly because it’s been landing in my real mailbox for my entire
marriage—a long time, 26 years in fact tomorrow! Anyway, there’s a lot of
restructuring going on and besides feeling forlorn and nostalgic, we must keep
our heads. Knowing, for instance, that the editorial staff of a magazine has
shrunk should be part of our publicity plan. In other words, maybe that column
you were pitching has gone away, because the editor is gone. Or perhaps your
idea for a particular feature fell by the wayside when the magazine decided to
combine two sections into one and the pitch just isn’t narrow enough. The list
not easy to keep track of all these changes, but it is our job nonetheless.
When people lose their jobs the work at hand has to change is some way. We
might not see the obvious alterations, but I have to believe there’s a certain
editorial dance occurring. The problem, of course, is that things change so
quickly, plus, when one restructuring takes place another could occur not long
after. Depressing yes, but still it’s something we need to remember when we’re
staking out a publication and then finding the right person to ultimately
pitch. Maybe all this downsizing has something to do with the proliferation of
news blogs. For the most part, bloggers aren’t receiving the same salaries as
their editorial counterparts (I have not exactly conducted scientific research
on this; it’s just a hunch). Still, more and more bloggers have a certain clout
that just wasn’t apparent a couple years ago.
anyone doing publicity should at the very least have an idea of who should be
targeted in the blogosphere. Take my very recent research on the mommy bloggers
discussing the pros and cons of the flu vaccines. When I Googled, here’s what
came up: 4,680,000 for mommy
That’s pretty remarkable. And many reporters are going to these bloggers
for their articles. If you’re working in this area, you need to know this.
often (and I get a lot of off-topic news releases in my in-box) publicists send
material way out of the park and then they wonder why they’re not getting any
bites. Know what’s out there, know how to pare it all down, and keep in mind
that sometimes all your work means, in the short term, a bunch beans, because
there are just some things, like massive restructurings, out of your control.
blog: much more uplifting. I promise.