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NONE: Re: ONLINE-ADS>> $1,027...the price of
Re: ONLINE-ADS>> $1,027...the price of
Kate Maddox (kmaddox_at_crain.com)
Wed, 21 Jan 1998 17:24:00 -0500
On 1/19, Elizabeth Gardner wrote:
>"If a company sends me enough press
>releases, it does, in fact, increase
>the odds that I will write about them
>eventually. I consider them only one
>of many, many information sources,
>but writing a story off a press release
>is like shooting fish in barrel,
>and it wouldn't surprise me to learn
>that there are magazines that fill
>their pages that way."
Well, she may be right. But from my
perspective, being on the receiving end
of hundreds of press releases and story
pitches daily, I will say that there's
usually a negative correlation between
the volume of PR and the attention we
give to a story pitch. The more
aggressive the pitch, the more likely I
am to ignore it. Professional PR folks
know they need to target their pitch to
individual editors, understand their
readers' needs, and give them a heads
up of at least a week, or longer,
before the news breaks. If there is a
valid, newsworthy story that our
readers need to know about, we will
cover it. However, most respected
journalists, trade or otherwise, like
to dig up their own original, exclusive
stories rather than writing off press
releases.
And, regarding this comment by Whitney
Tipton:
>>Advertising in the
>>publications helps, but you throw a
>bunch of bucks at a guerilla flack
>>and you'll get plenty of ink.
I think I'm going to throw up.
Actually, it makes me shake with rage.
This is an insult to the trade, and if
this is any reflection of how Whitney
believes the trade press works, then
you can be sure the readers of that ink
aren't the ones who matter.
Kate Maddox
Editor, Interactive Media & Marketing
Advertising Age
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