NONE: Re: ONLINE-ADS> Using E-Mail As a Publicity Tool
Re: ONLINE-ADS> Using E-Mail As a Publicity Tool
Eric Ward - URLwire Web Site News - (netpost_at_netpost.com)
Thu, 19 Feb 1998 11:28:59 -0500 (EST)
On Wed, 18 Feb 1998, Ray Taylor wrote:
>While some of the more technical press people are happy to accept
>targeted email releases, even some of these prefer to stay with regular
>mail and fax. Quoting one journalist: "we don't have the time to go
>through email press releases" !
OK, you made me...
For 4 years, I, more than any other person on the
planet have earned my entire living based on sending
Email to editors, writers, reporters, and site
reviewers. Email is all I use now, all I used before,
and all I will ever use.
And every single one of my tens of thousands of
new media contacts in 23 countries love it that way.
In fact they asked for it that way.
When speaking on the issue of whether or not Email
should be used to reach the media, don't miss the most
crucial point of all.
The medium to use depends on the message you are
sending and the audience you are targeting
My niche is announcing Web launches, Web events, Web
industry news and happenings. My target audience is
those new media folks who earn their livlihood covering
such things. I can assure you 100% that they *WANT* me
to use Email. They *DO NOT* want me to use a fax or
regular mail. The staff at Yahoo Picks Of The Week
damn sure *EXPECTS* that Email will be the primary
means of contact with them. The news editor at C|Net's
news.com would think was a moron if I faxed him a
breaking story instead of Emailing it to him.
It's an every day part of them doing their jobs, and me
doing mine.
That said, note that I am speaking out here on a very
narrow niche, and the news I send and the audience I'm
reaching are 100% Web focused. Email is the norm in my
world.
However, if you are trying to announce something that
is *not* Net related, to an audience of people whose
publications are *not* about the Net, then Email would
probably be a mistake to use as your primary means of
contact. Why? because with your audience Email is not
yet as accepted a means of comminicating mission
critical information.
I agree that the phone can work for any news in any
field with any group of contacts. But many media folks
*DREAD* phone calls. I know I do. Hate em.
One last point. In addition to earning my living
sending Email news to new media people, I also write a
column for Ad Age. This makes me a media contact, too.
I am frequently sent media releases, via every means
you can imagine. About one in 10 is targeted to the
types of things I care about. While I myself prefer
Email, the biggest problem is *NOT* the medium you use,
it's matching the *MESSAGE YOU SEND* with the right
contacts.
Take the time to identify the *RIGHT* audience.
I can assure you their are at tens of thousands of
media folks for whom Email is just what they want. I'm
living proof of it on both sides.
Best, Eric
Eric Ward \URLwire\Since 1994\ http://www.urlwire.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
URLwire is a *NON-AUTOMATED* news matching service sent
only to new media editors, reporters, writers, and site
reviewers. URLwire delivers news of significant Web
launches, events, and happenings matched by me to the
*EXACT* editorial subject areas my contacts request.
~~~~ mailto:EricWard_at_urlwire.com v 423.637.2438 EST ~~~
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
HotBot and ICONOCAST
HotBot, rated the #1 search engine by CNET, has keywords available now
in these categories: computers, software, shareware, Internet, games,
music, and more. Contact Rick Boyce at 415.276.8440 or rick_at_wired.com.
---
"ICONOCAST is without question, the coolest, shortest,
best written Internet thing I read every week."
Seth Godin, CEO, Yoyodyne http://www.iconocast.com
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
