One question we always ask new clients is, “Which publications are at the top of your media wish list?” Naturally, we oftentimes hear media outlets such as Oprah, Better Homes & Gardens, InStyle, Lucky, People StyleWatch, etc. on their list. Securing national media is definitely a huge part of what we do here at Moderne Press, but it is also important to note that the editors and writers at your local and regional newspapers, magazines and blogs can often times be your brand’s biggest fans. Here are some reasons why:
- Helping provide interesting and unique home-grown content – As traditional media continues to experience downsizing, editors and producers at local newspapers and TV stations have begun to rely more heavily on their community for original content in terms of “who’s who” and “what’s new.”
- People want to buy from and support local companies - The growing movement to support local entrepreneurs and buy goods produced within a 60 mile radius of where you live, has allowed many small boutique brands to take the first steps in growing their businesses. Consumers rely on their local media to inform them of these small businesses in their own community. When small business, media and consumers agree to buy more locally produced goods, the community as a whole becomes stronger and more sustainable. Everybody wins.
- Local articles can be picked up by national magazines - Editors at national magazines have been, on occasion, known to look locally for content. For instance, freelancer Wehtahnah Tucker, writes for The Coast News, a weekly community newspaper covering the North County region of San Diego. She has written several articles that originally ran locally and then went on to be picked up by magazines such as Parents and Parenting.
- Increasing your level of credibility as an expert - Many brands are first written about in their local newspapers. Building a relationship with your local media helps you become familiar with the “media process.” Take these opportunities to hone your interview skills and become a local expert.