As we dive into 2017 new digital outlets abound and surely the trend will only continue. Mainstream news organizations like The New York Times and NBC News to niche online magazines like Hodinkee (which caters to male wristwatch geeks) are embracing digital to be profitable and meet reader and advertiser demands and interests. Time Inc. is centralizing its digital operations creating 10 digital desks to help it grow audience faster by pooling its editorial resources.
But at the same time, print is NOT dead! People are still reading print books, newspapers and magazines as an antidote to countless hours spent looking at screens. Hearst will soon introduce two new print magazines, Airbnb and The Pioneer Woman, the later is a partnership between Hearst, the Food Network and Scripps.
“Magazines of the Year 2016” in Ad Age says magazines such as AARP, EatingWell, HGTV, The New Yorker and Women’s Health are thriving in print and digital due to new partnerships, contributors, influential writers and podcasting. Bon Appetit just introduced Healthyish, a new food vertical.
You may be wondering, does digital change how PR practitioners work with journalists and bloggers for the earned media part of the PESO (paid, earned, social, owned) model?
Not really. The process we implement to arrange coverage is basically the same regardless of whether the story will run online, in print, on-air or in a podcast. Some of the key steps we follow are below. Keep in mind there are many other strategies and tactics used that are customized for each client partnership.
- Stay up-to-date on new outlets, platforms and emerging news publications
- Familiarize ourselves with our client’s business and communications goals
- Develop and “package” the story for the audience(s); create the main messages
- Uncover trends, consumer or business interest for which the products, services, innovations, events, thought leadership, etc. align or are at the forefront
- Tailor our pitches to pique interest; convey the information to the appropriate media
- Offer spokespeople, experts and other sources for interviews and comments
- Provide relevant images, video or audio
- Follow-up with the reporters, editors, producers, bloggers and podcasters to ensure their questions are answered and their needs are met
We’ve been on the lookout for outlets that have recently transformed to digital-only or are new digital publications. Here are nine that differ in their appeal and audiences providing opportunities for brands, companies and services that are a good fit:
Spring.St, a new website for women covering politics to parenting.
Mach from NBC News covering science and tech
Observer (formerly the New York Observer)
The Outline, launched by a former Bloomberg Editor
Please let us know if you come across new digital outlets and we’ll add them to the list.