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Charlene's Recipe Cards: Target Profiles Cooked To Order
March 25, 2026 at 2:04 AM
Growing up, I LOVED to cook. I used to join cooking competitions with my dad, sister and grandma. My dad and I would never miss an episode of Hell’s Kitchen and use every chance we got to evaluate every dish as if we were Gordon Ramsey – critiquing flavor and presentation.  
Recipe Card: Molly Liebergall, Morning Brew
March 25, 2026 at 1:29 AM
Molly covers stories at the intersection of corporate ambition and human/ethical friction. Most of her stories focus on where institutions—corporations, platforms, private equity firms, tech giants—create costs that ordinary people absorb.  
Cheat Sheet: Targets for EdTech Use in Training
March 24, 2026 at 11:47 AM
This one is pretty niche-y, isn't it? Well, that's why you subscribed to SWMS; there's no place we won't go for you. Interesting mix of targets here. Enjoy and good luck.
Get Ready for the Edit Assemblers
March 24, 2026 at 7:09 AM
Pretty soon, "reporters" won't write much anymore. Instead, they will select the raw materials for a given content project, assemble them, and observe as AI does the manufacturing. 
They Said It -- Week of 03-26-06
PR
March 19, 2026 at 5:36 AM
Welcome to the second installment of They Said It, a fun, easy-to-scan column that comes from the mouths of others. Let us how you like it!
Cheat Sheet: CEO Profiles
March 18, 2026 at 7:00 AM
Beyond the challenge of placing the profile itself, I'm concerned about the bias toward superstar CEOs and the relative lack of opportunity for the up-and-comers. Perhaps it's that every CEO has an origin story and exciting ambitions. That said, let's meet these 15 folks who make CEOs look good.
The PR Asset Pyramid
March 17, 2026 at 12:04 PM
A comprehensive model of every asset you can bring to a reporter writing a feature story — organized by the DIKW hierarchy from raw data to wisdom.
SWMS Valet Archives: Pitching Reporters Who Cover the Big Vendors
PR
March 17, 2026 at 4:02 AM
Occasionally, I go back into the archives of SWMS valet consulting and cherry-pick some of the dialogs I've had over the years with our subscribers. Here is an exchange about pitching big companies. What are the best practices regarding reaching out?
Cheat Sheet: AI Reporters in Govt. Pubs
March 15, 2026 at 4:26 AM
Here's a short and sweet cheat sheet for you, comprising reporters -- and a couple of podcasters -- who focus on AI in the federal government marketplace.
The SWMS Origin Story
March 13, 2026 at 10:22 AM
The scribbling began after a Ziff-Davis off-site at spring Comdex in Chicago in 1998. My then-boss made a presentation to the whole company, appropriating my ideas, presenting them as his own. That was the last straw.
The 'So What' Cascade: Stress Test the Pitch Before Sending
PR
March 8, 2026 at 9:28 AM
You probably know to ask all of these questions before you go to market with your pitch. It doesn't hurt to review them.
AI Checkers: Not Trustworthy
March 7, 2026 at 3:11 AM
Good luck finding anybody who likes AI checkers. They can't be trusted. Here's a recent dialogue from LinkedIn.
They Said It -- Week of 03-02-06
PR
March 6, 2026 at 3:44 PM
Welcome to the first installment of They Said It, a fun, easy-to-scan column that comes from the mouths of others. Let us how you like it! An abbreviated version of They Said It appears in each SWMS emailer.
Cheat Sheet: 36 B2B Influencers
March 3, 2026 at 1:48 PM
Subscribers have been asking for this cheat sheet for some time. Thank you for your patience. We studied both the vendors and the indies. Please let us know who we have left out. 
Using AI, the NYT Pans for Gold and Gets It
March 3, 2026 at 6:20 AM
Here is a clever use of AI, and it's a technique you can steal. Check out this story that appeared in Nieman Lab last month. It documents the fact that the New York Times has been monitoring right-wing podcasts for a certain trend -- basically that MAGA is fraying over Donald Trump's handling of the…
The 2026 Podcast Landscape: Where to Aim?
March 2, 2026 at 2:33 PM
Many of our subscribers talk about "podcasts" as if it's a single landscape. That's simply not true. There are actually four different landscapes, and they often overlap. This exclusive SWMS analysis -- delivered in video (2:42) -- will tame the client and help frame your approach when going to…
A Ticking Time Bomb Threatens Substack Authors
February 28, 2026 at 8:59 AM
Yes, email newsletters keep growing more powerful. Will it stay that way?  Let's look at what NYT and Business Insider do with their daily email -- and what they don't do. Study the graphic behind the SWMS paywall. Both publishers give you near-zero information about what they are promising to…
Does Forbes Sound Desperate to You?
February 28, 2026 at 7:43 AM
It sounds like a winning formula: stage a multi-day event in an exotic place, get a bunch of early achievers to talk about how they did it. Wouldn't that attract legions of people who (a) share those aspirations and (b) want to reach them?   
A New Top of The New Stack
February 24, 2026 at 6:14 AM
Alex Williams, founder of The New Stack, did not respond to our request to discuss his departure from the publication he founded. In spite of that, it is fair to say that AI is about to transform the top of The New Stack.     *** Take a look at the web site of Insight Partners, the private-equity…
Cheat Sheet: Data Privacy Reporters
February 6, 2026 at 2:57 PM
Below are the names of 16 reporters -- mostly from the trades -- who regularly cover issues of data privacy. Their articles run the gamut from politics, to law, to breaches, to VC funding of startups in the data privacy space. The data privacy beat inevitably will have to become less…