At the recent CIMCIG hosted seminar “Death of Journalism” we heard from journalists how the internet, delivering massive amounts of information for us to access – much of which we expect to get for free, has impacted on the way publications operate and are funded.

Listening to the different speakers each publisher has developed different ways of meeting today’s challenges and there are now many different models being used. Something I cover in my write up How the Internet is Changing Construction Journalism. What is similar about all of these models is the focus on measurement of performance and accountability to ensure continuing success and to provide advertisers with the information they need to make choices.

What should you consider when trying to get your stories into the construction press?

  • Think about the nature of the journal you are targeting, what is it they want to achieve? Then write to suit.

  • Don’t just spam journals, but offer them exclusives.
  • Be prepared to pay professional journalists to prepare well written articles.
  • Also explore options for a link between articles and paid for promotion. Things have moved on from the advertorial and there are now some very creative, segmented, promotional opportunities. But insist on validated readership data.

Of course communications agencies have been doing this for many years and have the expertise to develop and implement an effective programme. But their funding models have also changed with the demise of large advertising spends, so you will have to pay a fair price for an integrated programme.

Further reading:

Read my blog for SpecifiedBy: How the Internet is Changing Construction Journalism

Read Catherine Town’s blog for CIB Communications on the subject of The Changing Landscape of Publishing.

 

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