Updates:
- Slow Extinction of Print; 2019 overview:
- Magazines, newspapers continue to downsize staffs, decrease pages, and in some cases, cease publication
- Many changes are driven by decreased print advertising, as well as mergers and acquisitions by larger media conglomerates
- Meredith Corp. acquires Time, Inc.
- Conde Nast Traveler merges US and UK operations
- The Knot and WeddingWire merge
- BRIDES magazine now online only
- Hearst acquires Rodale
- Modern Luxury acquire GreenGale Publishing (formerly Niche Media)
- American Way magazine relocates to Miami
- Wall Street Journal, New York Times, and USA Today staffs continue to shrink
- On the positive, more opportunities for digital such as:
- The Washington Post announced several new hires for their new digital travel initiative
How to stay relevant in the current media climate:
- Make your Mark – Know the right media and the right columns for your stories
- Take the time to get to know a writer before pitching them; read their work. Referencing past stories will show that you did your homework
- Short, brief, inclusive copy is best; news will always take precedent
- Make their job easy; provide relevant links and details when applicable
- Don’t pitch irrelevant content just to get out news – hold on outreach until you have an appealing story for a national audience. Media will appreciate it in the end, and pay more attention to your emails
- Differentiate your Destination – focus on the unique and different:
- Emphasize the “why” factor
- Offer out-of-the box experiences; introduce something different that media will remember
- Be innovative
- Value Online Coverage – digital coverage is imperative, and it is only growing. Do not ignore it. Benefits include:
- Lives longer and is searchable
- Improves organic SEO
- Greater potential to reach a wider audience than print
- Capture readers who no longer read print media; new online audiences
- Expand coverage reach more easily through owned channels
- Potential for outlet to share through social channels
- Track engagement – shares, likes, web traffic
- Ability to ask journalist for updates if needed
- Take an Integrated Approach – Understanding integration across PR, marketing, advertising and digital teams internally and externally is key:
- Writers producing paid and editorial content
- Social team members taking press trips
- Articles running digital first, then print
- EICs involved in all aspects of publishing
- EIC/publisher roles continue to blend
- Short-form Journalism – These types of articles do extremely well with readers and are more prevalent than ever. How to keep your destination in top of mind for this type of coverage:
- Retain images of all destination has to offer; the more content, the better chance of inclusion
- Ensure your image library is up to date; continuously add new events, etc. to library, but ensure quality of content
- Research relevant roundups, slideshows; outreach editors with content, appealing imagery