|
Home::Advertising
Online Publicity vs. Print Publicity
Author : Stacey J. Miller
Some would say that a newspaper story isn't an actual newspaper story unless it appears in the "real" version of the newspaper. ThatÂ’s just not true. Online publicity is as valuable, and sometimes even more exciting, than traditional publicity. Consider these benefits of online newspaper coverage:
Printed versions of newspapers have a short shelf life. They’re printed, delivered or bought, read, and then discarded. And that’s that. Yes, you can clip your article, photocopy it, and add it to your media kit. But how many of your prospective clients are likely to cut out your article in the event that they, someday, might want to get in touch with you? Online newspapers are archived, and a simple search on a related topic will turn up your article – anywhere, anytime – when the time comes for your prospective client to find you.
A prospective client can cut your article out of a printed newspaper, photocopy it, and mail it to a friend, thus turning your friend into another prospective client. But how much easier is it for one person to send another person a link to your article?
Most daily newspapers are primarily of regional interest. That necessarily means that their subscribers are mostly – not wholly, but mostly – local. So largely people who live in and around, say, the Boston area will see the print version of your Boston Globe article. How many others, though – former Greater Boston residents, relatives of those live or perhaps attend school in Massachusetts, executives who do business in Massachusetts, fans of New England’s sports teams, and so forth – will likely see your article in the online version of the Boston Globe? And how many of these people have the potential to one day need your services or products?
Publicity is publicity, and few people would turn down publicity however they can get it. However, publicity that appears in print venues is here one moment and gone the next, whereas online publicity can endure and even perpetuate itself. An article in an online newspaper might include a hyperlink to your Web site or your blog. That can bring prospective clients directly to you. It might also motivate other Web site and blog owners to include references to the article (as well as the hyperlinks) which can create buzz about you on the Net and improve your visibility in search engines.
Some traditionalists still hold tightly onto their belief that a newspaper isn’t a newspaper unless they can touch it with their fingers, carry it under their arms, unfold it on the train and, presumably, stain their hands while reading it on the way to work. “Let me know when the article really appears,” these old-school thinkers will say, “and don’t taunt me by citing all of the publications that carried the story online but didn’t deem it important enough to include in their print editions.” Their winning argument, they believe, is the fact that they “can’t even get a clipping” of an article that has appeared only online.
These traditionalists are missing the point. Given the benefits of online coverage, an article that appears only online, or online as well as in print, will be of far greater value than one that appears only in print. Each time a newspaper (or a magazine, for that matter) prints your article online, the potential readership for that story increases exponentially. And you still have bragging rights you would have if you’re tallying up your publicity “hits” for your Web site or media kit. A USA Today mention is a USA Today mention whether it happens online, in print, or both.
Copyright C 2006 Stacey J. Miller.
Article Source: http://www.articledashboard.com
Stacey J. Miller, founder of S. J. Miller Communications, is a book promotion specialist who develops winning media strategies for authors and publishers, and coordinates national and regional tours. You can visit her online at www.bookpr.com.
Spam emails More free articles Related articles
|
More related feeds |
Morning Brief — Tuesday, July 8
... York Times via Ed Champion talks about anticipated vs. actual publicity (and sales) for Vincent Bugliosi’s new book — the book has hit bestseller lists apparently boosted by ads and radio interviews but scant print or TV coverage. ...Online Publicity Vs Print Publicity
Publicity is publicity, and few people would turn down publicity however they can get it. However, publicity that appears in print venues is here one moment and gone the next, whereas online publicity can endure and even perpetuate ... DC Comics Direct Channel #891
DC's Publicity Group will include VP - Publicity David Hyde, Publicity Managers Pamela Mullin and Alex Segura and Publicity Coordinator Austin Trunick. Watch for an announcement of DCs panels and giveaways coming soon. ... Online Publicity vs Print Publicity
... production news unless it appears in the "real" edition of the newspaper. That's meet not true. Online message is as valuable, and sometimes modify more exciting, than tralatitious publicity. Consider these benefits of online produ. ... Criticizing the Internet: Ur Doing it Wrong
... in an attempt to prevent the same from happening to him, he admits early in the book that he suffered the effects of bad online publicity, relating an anecdote of the abuse he took at his New Republic blog from anonymous commenters. ... Freedom for the Press: who cares?
The average punter is not oblivious to the fact that most of what gets recycled as news is publicity-seeking press releases, or that fairly often the government adjusts bad news to the media cycle by dumping a lot of it at the same time ... Blog Nation
While those kind of figures are hard to dispute in statistical terms, it is also worth considering the status still accorded to things which appear in print versus things which appear only online. In running the Stop Boris campaign, ... Cory Dodt: D&D Datahead Harmony, III
The publicity push occur encore lists in regard to monsters. It intensity obtain unemployed rules en route to outfit headed for thus far-diffused monsters–peaceful vestibule a obfuscate the rage: subliminal self keister let get around a ... Advertising and Publicity - Lesson Nineteen
Probably one of the best actions you can take for your show is to give it as much publicity as possible. But how do you get publicity for a show when your show is non-profit or community access? First, you must recognize that there is a ... Information at What Price? Exploring Fee-based e-Content
“About two years ago, I reverted from a print newsletter to a PDF document. It’s in the same format, but itâ??s now emailed to customers. My free ezine, The Publicity Hound’s Tips of the Week, is still far more profitable, ...
|
|
|
