You may remember Ben Worthen from his six years at the Wall Street Journal or seven years at CIO Magazine. Today Ben is well into his second year as EIC of Ready State, a San Francisco-based marketing agency providing strategy, design and content. "Marketing is really good at what you want to say," Ben says. "Journalists are trained to say, 'Does anybody care?'"
After profiling his work last week, we circled back with Forbes chief insight officer Bruce Rogers to get his own take on how best to approach him. "The first thing for any PR person to know is that 1) I get scores of pitches daily 2) I am not necessarily looking to be pitched. That leaves the rare pitch to which I pay attention that have the following in common:
We've been studying CEO profiles lately -- because subscribers have been asking us to. Here's what we found. CEO profiles focus either on CEOs getting to the top, or the techniques they use to stay there. The getting-to-the-top pieces are almost always "Can They Do It" stories, portraying a CEO's quest to establish a new marketplace or vanquish entrenched competitors.
Constellation Research has hired former IDG senior correspondent Chris Kanaracus to oversee Insights, a new daily news service Constellation is set to launch next month. Although Insight content will be available primarily for Constellation's clients, Chris will edit a daily e-newsletter that will analyze breaking news announcements and trends in enterprise tech.
So you want to get into TechCrunch. You can pitch beleaguered reporters -- or write the piece yourself. It's easier than you think. Just make senior editor Jon Shieber happy. "The whole thrust of what we want to do is to have people who are very experienced in the industry be able to explain different aspects of the industry, or speak to the community on things that are going on," explains Jon.
Bloomberg tech reporters are happy these days. Brad Stone and Tom Giles, two admired figures in the newsroom, were promoted this week and now run Bloomberg tech edit free from bureaucracy. Says one Bloomberg insider of Brad: "I think he's one of -- if not the most -- respected journalist in the Valley just based on the fairness of his reporting and how he treats people."
"I'm not really a grumpy journalist," says Forbes contributor Adrian Bridgwater. "I just play one on Twitter." The ambiguity suits Adrian well. Though he's most associated with Forbes, where he writes ten to 12 posts a month on enterprise appdev and data management, Adrian writes almost as often (about open source) for Computer Weekly, a TechTarget site.
Reporters and analysts, too.