Newspaper circulation is continuing its slide, with the biggest declines in Boston, San Francisco and Atlanta.
Eighteen out of the top 20 papers reported weekday circulation losses in the most recent FAS-FAX report.
What does this mean for Publicity Hounds? Newspapers are becoming less relevant, and you must pay more attention to other media, namely:
—Bloggers. Find bloggers who blog on your area of expertise and pitch them with your ideas. And if you aren’t blogging yet, start, because blogging is a wonderful way to make it easy for the search engines to find you. Don Crowther shows you how with his excellent ebook “How To Build Your Business Using Blogs,” packed with step-by-step directions and tips that include 18 different ways you can use business blogs to make money, something that many bloggers haven’t figured out how to do.
—Pitch ezine publishers. New-List.com is just one of many online directories that list ezines. If you can’t find what you’re looking for there, do a Google search for “ezines + (your topic)”.
—Pitch the online versions of newspapers. Many newspapers have more content at their website that they can’t fit into the printed newspaper.
—Don’t forget print newsletters. Check the voluminous Oxbridge Directory of Newsletters to see which newsletters pertain to your topic. You can find it in the reference section of most bigger libraries.
—Pitch special-interest magazines.
The younger the audience you’re trying to reach, the more you need to be targeting online media.