Pitching Orphan Media

A recent article on media trends claims that 67% of all people now claim to get their news reports from the web instead of print papers. If this number is accurate the opportunities for publicity seekers are now officially boundless. Unlike print papers the web presents some fascinating advantages, one being the “inventoried article”.

For year’s sister publications, (Newspapers owned or published by the same group) have shared articles among themselves. I’ve written articles for a Business Journal publication in one city that was reprinted in Business Journal’s in different cities without me doing a thing.

However on the web the dynamic of these inventoried articles changes. Articles are no longer restricted to sister publications. Any site can reprint an article provided proper credit is given and often do so.

Three weeks ago I was mentioned in an article published by Forbes Magazine. Forbes posted the article to their site and within days the article was reposted by MSNBC. Then the Sydney Herald (Yes Australia) picked it up.
Read it here - http://www.forbes.com/wineandfood/2008/06/30/breakfast-spots-business-forbeslife-cx_ls_0630food.html There’s no telling where this one article will go.

But here’s where the opportunity explodes. Many publicity seekers shun pitching smaller web based publications and blogs (I refer to these smaller - independent news providers as "Orphan Media") because they feel the smaller audiences won’t pay off. As I’ve been preaching for years (My upcoming webinar sponsored by PR News Wire is on this exact topic) media outlets are starved for information. So starved they’re willing to publish competing news media’s stories. Smaller outlets are easier to reach, easier to sell, easier to work with and with a little luck your story could travel around the globe.

Don’t fall victim to the belief the articles only trickle down from the big guys. It’s the big guys doing “most of the heavy lifting”. So when it’s time to pitch that next great story idea don’t be foolish. Tell it and “sell” it to anyone that will buy.