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Vivian Li/李雯雯

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4 reasons digital outlets

A friend and colleague of mine posted the following on Facebook last Friday:

Potential new client just said this: Magazines are great but we really want to have online coverage. Magazines have a short life span and everyone is reading news online nowadays and it lives forever. Please focus on that.

Are clients really now preferring placements in Buzzfeed, Mashable and other online publications rather than more traditional outlets like The New York Times, USA Today and “Good Morning America?”

The tide may have shifted more than you think. I have no hard data to back this up, but I believe more clients ARE thinking this way.

Here are three reasons why you should pitch to digital publications:

1. Online placements are more shareable.

Readers can share online placements with thousands of friends and family through a quick click. It’s tough to share an article in the most recent hard copy of Shape Magazine—unless you plan on cutting it out and sending it to a friend in the mail.

2. Online placements are more searchable.

A post on Jay Baer’s blog got me thinking how, in a simple search for Google’s recent Alphabet news, more “op-ed” blog-like posts came up on the first page rather than news stories from traditional mainstream media outlets.

Online placements in non-traditional outlets like Buzzfeed and ReadWriteWeb are inherently more searchable than mainstream news articles.

3. Online placements drive traffic.

Having your brand on “Good Morning America” is going to drive a spike in awareness for your brand, but it’s just that—a spike. Worse yet, it’s usually a spike that’s tough to measure, and it may not result in sales or traffic to your Web properties.

With an online placement, you have a better chance of generating traffic through links—both in the article and in bylines (as with guest posts.)

4. Online placements carry more credibility.

Today’s millennial doesn’t watch “Good Morning America.” They’ve probably never heard of it! They’ve also never opened hard copies of magazines.

However, they do read Buzzfeed and may use the Discover feature on Snapchat to access news. Reports show that millennials aren’t accessing traditional media as much as their Generation-Y and Generation-X colleagues.

If you’re targeting a younger audience, an article in USA Today might not mean nearly as much as an article in Buzzfeed.


Vivian Li

PR Manager

Tel: +86 010 8390 7451

Mobile: +86 13041030670