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| FrogPond.com Sponsors - November Marketing Tip |
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| Marketing Tip |
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Incorporating Editorial Calendars into your Marketing Campaign
Many marketing professionals submit press releases to media outlets whenever something new comes up with the hope that their news will spark an interest and perhaps become the fodder for a full-length article. While this type of distribution can certainly produce results, there is still a lot left to chance. Why not take matters into your own hands and incorporate a little strategy? Use the tool that top notch PR agencies everywhere depend on: the editorial calendar.
Editorial calendars are schedules of topics or features a publication plans for cover for a particular week, month, or quarter. You can often find editorial calendars posted on a publication’s Web site on advertising or media pages (see links below for examples).
Inc. Editorial Calendar
http://images.inc.com/aboutcontact_us/2005editcalendar.pdf
Entrepreneur Editorial Calendar
http://www.entrepreneur.com/mediakit/1,6710,,00.html?sect=Mag_Calendar
Business Week Editorial Calendar
http://mediakit.businessweek.com/cal-mag.html
Network Magazine Editorial Calendar
http://www.networkmagazine.com/static/edit_cal_net.html
PC Magazine Editorial Calendar
http://www.pcmagmedia.com/editorial/calendar.php
Variety.com Editorial Calendar
http://www.variety.com/index.asp?layout=about_special_c
If you’ve scoured a publication’s Web site and still cannot find an editorial calendar, then it’s time to pick up the phone or send an email to request a copy. Since many publications may work anywhere from six weeks to six months in advance of the publication date, your best bet is to read the fine print or even contact the publication to see how far in advance you should submit your news for consideration. Keep in mind that there will be some publications that simply do not have editorial calendars. In these cases, unless you’ve got an “in” you may need to go back to square one and send your news with crossed fingers.
Editorial calendars can not only help with the timing of distribution, but they can also assist in the selection of the news angle. For instance, if you discover that a particular publication will be featuring articles on the fastest growing business sectors in the US and your company is in a particularly hot industry, why not turn your happy circumstance into a press release?
Editorial calendars can assist a PR professional in numerous ways. However, at the end of the day, the words on the page will need to speak for themselves.
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| Advertising Tip |
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Consumers Trust Each Other More Than Advertising
The "2005 Consumer-Generated Media (CGM) and Engagement Study" a new study of consumer behavior by Intelliseek Inc., reports that consumers are 50 percent more likely to be influenced by word-of-mouth recommendations from their peers than by radio/TV ads. Consumer trust toward traditional advertising is being challenged by growing confidence in consumer-generated-media (CGM), and the recommendations of other consumers.
The research also finds important correlations between consumers who regularly skip over or delete television or online ads and those who create, and absorb consumer-generated media (defined as experiences, opinions and advice posted on the Internet by consumers for others to read and share). "Active ad skippers " are 25 percent more likely to create and respond to Internet message boards, forums and blogs.
Intelliseek CEO Mike Nazzaro said "The advertising landscape is... forcing marketers to broaden and redefine the concepts of media, influence and audience reach. If consumer-generated media is the most effective and trusted form of advertising, it's critical that marketers begin to measure, manage and influence it..."
Key findings from the analysis:
- Word-of-mouth behavior among "familiars" trumps all forms of advertising and is more trusted than news or "expert commentary."
- Positive word-of-mouth from a personal acquaintance carries just as much impact as negative word-of-mouth.
- Teens lead all segments in overall CGM creation. Nearly 30 percent of teens now actively create CGM by sending photos via their cell phones, 45 percent have experimented with or created a blog, and nearly 10 percent subscribe to RSS feeds.
- Men are more likely to spend time on Internet message boards, forums, and discussions, while women have a higher tendency to "forward something (they) had found on the Internet to others."
Consumers are on track to post close to 2 billion comments on the Internet by the end of 2005.
(c) 2005 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001
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Hugs, The Frog
Susie Hale, President
Frog Pond
FrogPond Publisher
800.704.FROG (3764)
susie@frogpond.com
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