How to get coverage in the vertical press.Unlike most software publicists, Jerry Jer·ry n. pl. Jer·ries Chiefly British Slang A German, especially a German soldier. [Alteration of German. Fireman doesn't does·n't Contraction of does not. spend much time courting the mainstream PC trade press. Instead, he focuses on esoteric es·o·ter·ic adj. 1. a. Intended for or understood by only a particular group: an esoteric cult. See Synonyms at mysterious. b. magazines like Process Industry Journal, Hazmat World, and Pipes & Pipelines International--publications that often carry a lot of weight in industry-specific vertical markets. Fireman points out that vertical publications typically emphasize case studies rather than software reviews or product announcements, and he offers these tips for getting better coverage: * Showcase a successful user: The easiest type of story to place, says Fireman, is one that shows how a customer "made a dramatic improvement in their operation, solved a common problem, or accomplished something significant in which your product played a role." Ideally, the article should appear under the customer's by-line, he adds. "The effectiveness of vertical publications is that they enlist en·list v. en·list·ed, en·list·ing, en·lists v.tr. 1. To engage (persons or a person) for service in the armed forces. 2. To engage the support or cooperation of. v. your customers as unpaid salespeople sales·peo·ple pl.n. Persons who are employed to sell merchandise in a store or in a designated territory. in their own lines of business." * Be prepared to ghostwrite ghost·write v. ghost·wrote , ghost·writ·ten , ghost·writ·ing, ghost·writes v.intr. To work as a ghostwriter. v.tr. To write (a speech, for example) as a ghostwriter. the article: Rather than rely on the writing skills of the customer, Fireman's agency usually produces a draft based on an interview. To insure Insure can mean:
* Don't be too promotional: "Frequent mentions of your product's name and specific product features will turn off most magazines," Fireman warns. "The fact that the product has features that are superior to the competition rarely constitutes news value." * Get to know key editors: It's often hard to develop relationships with "dozens and dozens" of editors of narrowfocus publications, Fireman says. "But if you're deeply involved in one or two markets, you should definitely try to visit major publications at least once a year, or else set up appointments at shows and conferences." Jerry Fireman, president, Structured Information, 877 S. Adams, Birmingham, Mich. 48009; 810/540-5610. |
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