When launching a new product or service, it is just as important to focus on getting coverage in smaller, local publications as it is to the larger publications. Here is why...
Whether launching a new product or reaching out to new customers, many businesses think the only publicity worth having comes from big publications. Although there is plenty to be gained from appearing in glossy magazines and newspapers, it is foolish to ignore smaller publications, such as online publications, trade magazines, blogs, and local news outlets.
Marketing to the right demographic:
One big benefit of smaller or niche publications is that you can reach your exact demographic. If you are an SME looking to launch a product for young children, you want to reach the parents of those children.Some of them will read newspapers, but just as many (if not more) might only read parenting blogs and other online publications.
Similarly, if your SME primarily works as a B2B supplier, you might not get much traction with a big glossy title. It also might not do much for your bottom line. A trade publication, either print or online, will allow you to reach key decision makers within your industry.
Size doesn't matter:
While niche publications might be the right target for some SMEs, it is not necessary to think of your marketing just as an either/or situation. For many businesses, the more people you can reach, the better. This might mean getting picked up by one broadsheet and 20 blogs. It might mean coverage in a few magazines and a handful of local news outlets. One type of coverage does not rule out the others, and getting coverage online does not mean that print publications will not also run your press release.
The idea that there is no such thing as bad publicity is very true when it comes to media coverage. When you reach out to journalists and publications, do not disregard smaller outlets. It is important to remember that even small blogs have readers, and that those readers may be your next new customer.
The proliferation of online media can be seen as a great thing for SMEs looking for coverage of their press releases. The more voices, big and small, that are talking about you, the greater your overall reach will be.
Written By: Asena Yaman, Communications Manager
Asena is the voice of the customers at JournoLink; as well as keeping our Blog up-to-date she focuses on the happiness of our clients and educating our businesses on how to get the best out of their PR.
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