Would someone please remind the B2B clients that Tier 2 doesn’t suck? One client ordered its agency to swarm Tier 1 pubs even though the client’s number one goal was lead-gen. Tier 2 readers may not sign the checks, but they build the short lists and recommend what to buy.
Chicago today, Denver tomorrow… our New York visit was short and sweet, and an eye-opener…
Literally hundreds of reporters cover funding announcements each year. The vast majority aren't "VC" reporters; they may cover a particular vertical, a tech beat, or local businesses. When funding news happens, they bang out a story they may barely understand. These 13 VC targets get it, as well or better than your clients get it.
Placing funding news used to be easier. Get the targets under embargo, schedule the interviews, hope no one misbehaves and watch the coverage roll in. You still have to do all that. But now there’s the issue of, “The round is only $50 million?” And/or, “I want an exclusive on this.” And/or, “I want a two-hour jump or I’m not covering it.”
There’s CES — monstrous, unconquerable CES — and then there are the events within the event. Pepcom and Showstoppers and CES Unveiled. The floor tours during the show. They’re all designed to bring CES into focus for exhibitors and journalists.
What does an editor do when her staff is so good and the brand is so well-known? Wired.com editor Andrea Valdez faces that challenge every day. In short, Andrea serves as editorial conductor, baton in hand. She listens and modifies day by day.
Bloomberg last month fielded a survey designed to help it decide what to do with Businessweek, a brand it bought from McGraw-Hill in 2009. Coincidentally, the questions asked in the survey can reveal much about business journalism in general, and about how PR pros can build more effective Tier 1 pitches.