In simpler times, consumer titles, business titles, trades and verticals comprised the entirety of media. Editors and publishers researched their audience and served it. Today a subtler framework is emerging that over time will change how PR shapes pitches and woos influencers. Successful publishers today produce either attention products or engagement products -- or both in tandem.
PR pros, read carefully: does this sound like reality to you? People visit web sites to read what interests them. Realizing this, you pitch stories these visitors might read. When they do, the visitors might buy a product or service mentioned, or share the article with others. This indeed may be reality but is less so every day.
Charlie Warzel never aspired to be a journalist. He began as a researcher before an unpaid college internship at NBC changed his life. Now here he is, tech editor at one of the hottest sites not just in tech media, but in all of media.
Which well-known tech titles are on the rise? Which are falling? What are the hot new sites? A great way to find out is to analyze the Techmeme Leaderboard, a list of 100 tech web sites compiled by Silicon Valley entrepreneur Gabe Rivera and his team.
In March, tech edit chief Peter Lauria left Reuters to launch a business section at BuzzFeed -- yes, the site with the cats and the yellow LOL, OMG and WTF buttons. He soon hired Bloomberg's Sapna Maheshwari to cover the retail industry.