Business press coverage is easier to land than it has ever been.
It’s obvious the changed media landscape is the cause of this. Just 10 years ago, you had a plethora of trades that would go deep – reading for the practitioners. Separately you had the business press, which was tailored more toward top level business and investing.
There are new factors at play. As a media practitioner back then – the trades were our daily bread and butter and the business press was more of our dream target. Business press would be a huge big time investment and a challenge just to get an interview that often wouldn’t even result in coverage. Relationships would be cultivated over time and angles carefully developed and shared.
But as more and more trades shudder their doors, business press realized it could fill the void left by the industry pubs folding.
Not to say that it’s easy work – it isn’t. But with dedication, and the right skills, there are definitely more opportunities to land business coverage than ever before (in fact, we had separate clients in the Wall Street Journal twice last week).This affects your audience, too. Don’t be surprised if more practitioners and prospects are digesting relevant articles in the business press as their trade verticals die out.