If you aren’t taking advantage of editorial calendars from newspapers and magazines in which you want coverage, you’re missing a valuable tool.
An editorial calendar is a list that outlines specific topics the publication will address within each issue that year. It also notes topics of special sections and other supplements. The calendars are printed primarily for advertisers so they can plan their advertising budget months ahead. For Publicity Hounds, editorial calendars are also valuable roadmaps that help you pinpoint the issue where your story might best fit.
Editorial calendars from several publications, placed side-by-side, give you a bird’s-eye view of which publications you should target with your story ideas, and when. Far too many businesses learn about special sections only when a newspaper advertising rep calls asking them to buy an ad. By that time, most of the stories for the section are already assigned to reporters.
For a free editorial calendar, direct your request to the publication’s advertising department. While you’re at it, ask for the entire media kit. It’s loaded with valuable information about audience demographics.
By the way, when you pitch an idea to an editor or reporter, don’t expect any brownie points by telling them you’re buying an ad. They don’t care, and the insinuation that you can “buy” coverage can actually work against you. Editorial and advertising departments at most media outlets are autonomous. So the best advice is: If you buy an ad, zip your lips. See www.publicityhound.com/publicity-products/marketing-tapes/pitchingtoreporters.html.
