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The media landscape has undergone massive shifts in recent years, fundamentally changing how media companies make money and the type of content they prioritize. The reality is, earning meaningful coverage is tougher than ever. Newsrooms are shrinking, reporters are stretched thin, and competition for their attention is fierce.
If you're hoping to earn press coverage, it's critical to understand these dynamics.
The Old Model: Chasing Scale
In the past, most media companies followed an advertising-based business model. They aimed to reach the largest possible audience in order to sell more ads and command higher ad rates. This meant a relentless focus on scale - more pageviews, more eyeballs, more clicks. Quality and reader value often took a backseat to sheer quantity.
The Subscription Era
With the rise of digital media, this model has come under strain. Ad revenues are shrinking as dollars shift to online platforms. Many media companies are pivoting to a subscription-based model, charging readers directly for access to their content. The New York Times and Wall Street Journal are prime examples. Under this model, the most important metric is paying subscribers, not raw pageviews. This incentivizes higher quality content that provides real value to readers.
Competing with the Platforms
However, subscription models are a challenge for many media brands. They now have to compete with the likes of Facebook, Google, Netflix and Spotify for consumers' time and money. These tech platforms have huge scale, rich first-party data, and billions to spend on content. It's an uphill battle for traditional publishers.
The Promise and Peril of AI
Generative AI tools like ChatGPT introduce a new wrinkle. They could allow media companies to drastically cut content production costs. But they also commoditize content further and make it harder to differentiate on quality. The likely outcome is that AI helps on the margins, but doesn't displace the need for original, high-value content.
New Quality Paradigms
Amid all this disruption, audiences' perception of quality content is evolving. Authenticity, originality, and community relevance are becoming more important than high production values or a polished brand name. Substack newsletters and other creator-driven media are capitalizing on this trend.
The Hard Truth About Earning Media Coverage
Gone are the days when you could blast out a press release and expect pickup. Today's reporters are laser-focused on stories that will deliver concrete value to their specific audiences. And those audiences are increasingly paying audiences - subscribers who expect exclusive, high-impact journalism in return for their money.
To earn coverage, you need to approach media relations with empathy, nuance, and a deep understanding of each publication's editorial priorities and business model.
Spamming dozens of reporters with a one-size-fits-all pitch about a story that's not quite newsworthy or thought leadership that isn't truly a new perspective, it won't get you anywhere. Instead, you need to invest time in researching individual journalists and outlets, building relationships, and crafting unique story angles that resonate with their particular readership.
This requires a mind shift from "How can I get the word out about my company?" to "How can I give this reporter something truly valuable to their readers?" It demands genuine newsworthiness, not just self-promotion.
When you make that shift - when you focus on providing value to audiences, not just extracting value for yourself - you'll be miles ahead of most peers and competitors vying for coverage. You'll be giving time-strapped journalists what they actually need.
It's not about gaming the system - it's about providing real value. Mastering this audience-first approach to PR is your best shot at earning the meaningful coverage you're looking for. Do that consistently and strategically, and the coverage will follow.
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