When it comes to marketing the choices are clear: market to your reader. But the where to find your reader has changed as more and more of our lives migrate online. A recent article on how offline media is succumbing to the Net talked about a flurry of newspapers diving into online content, online ad placement, and online forums to push more of their feature pieces, reviews and editorials into a virtual medium.
Even industry standards like the Wall Street Journal and the New York Times are moving more and more of their content to the website. So what does this mean for you? Well, it means that the lines between on and offline are becoming even more blurred. It used to be that if you had a few select publications that you were pitching you could contact their on and offline departments and possibly be considered for interviews or feature pieces in both of them; thats not the case anymore. Sometime an online feature means that you can kiss your offline exposure goodbye, so its good to ask before you start pitching. Much of the online content is now pulled from the offline source, so while this could work in your favor, better to be certain if you have your eye on print...
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