Question

Topic: Advertising/PR

Do You Have To Buy An Ad To Get Pr In A Trade Pub?

Posted by melissa c on 4/14/2008 at 7:02 PM ET 125 Points
I recently sent a request to a publication in my company's industry for an editorial calendar. The VP of Sales quickly called me back and was of course disappointed that I wasn't interested in advertising at this point. I asked who would be the best person to send a press release to/talk to about a story and he pretty much told me that they really don't run news on companies that don't advertise with them!

I am new to this industry but have never been told that before! I mean, I know that you're definitely more likely to get covered if you DO advertise, but is it fair to just dismiss others because they don't?

Is this pretty standard? Have you come across this?

Any input is appreciated!
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RESPONSES

  • Posted by Levon on 4/14/2008 at 7:17 PM Accepted
    Wow, that is brash of him to mention it so bluntly on behalf of his publication. It seems it would be in their best interest to get the scoop on newsworthy info that pertains to their readersship of their publication. I would instead release your Press Release to a newswire service. Or you could send your Press Release to the Editor in Chief considering the VP of Sales has nothing to do with writing and content. Also, shop the release to their competitor.
  • Posted by Peter (henna gaijin) on 4/14/2008 at 7:42 PM Accepted
    I have never heard it said directly like that, but always figured there was somewhat of a connection.

    Not all magazines are like that, and even that one may not be (talk to the editor instead - that is who is more likely to be the contact for press releases).

    I do know that sales people can help you get your PR published. We used to send our PRs to both the editor and the advertising sales guy, and the advertising sales guy would work with the editor to get them placed.

    Of course, you can play this game both ways. You only want to advertise in magazines that are good for your business, and one way to see how good they are is to see the results from a press release published there. Hinting this may get the sales guy to help work for you in getting a press release published.
  • Posted by CarolBlaha on 4/15/2008 at 5:11 AM Accepted
    You are dealing with a sales guy-- what did you expect him to say. Hang up and start making a relationship with an editor. And two can play the game. While you aren't advertising today-- that doesn't mean you won't tomorrow. Tell them you are working on a future marketing budget and will only consider those publications that have supported you in the past.
  • Posted by joshuacrumbaugh on 4/15/2008 at 9:23 AM Accepted
    Either you are going to have to buy an ad or give them a story that's worth running without an advertising contract.
  • Posted on 4/15/2008 at 9:31 AM Accepted
    My wife is an editor of a small mag (300,000 circ.) and makes it very clear that advertising does not drive editorial. That is not to say that they don't work with their advertisers, but their editorial does not sell ads - nor do sales promise editorial copy.

    Good luck!
    CVN
  • Posted by melissa c on 4/16/2008 at 12:10 PM Author
    Thanks for the comments everyone! I think we may in fact run some advertising with them (it's Supply Chain Digest to the person who asked) but I was more surprised that he was so upfront about it. I guess I'd rather him be upfront though than lie! He had called me because I requested the ed calendar but yes, I will reach out to the editor as well. Thanks for all your responses!
  • Posted by cmalicki on 4/28/2008 at 12:11 PM Member
    This may happen, but it shouldn't. As a reader, it is important to know that the editors are looking at most relevant content, not worried about who is advertising. That said, he IS a sales guy and the type that gives marketers a bad name. I would believe it only if the EDITOR told me I needed to advertise, not the sales guy. Blow him off and focus on the Editors.
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