| Author |
Title/Content |
Knowledge
Level |
Provided
By |
| Jeff
Dobkin |
Marketing
Tools
|
Novice
to Intermediate |
 |
Marketing Reference Tools
by Jeff Dobkin
Jeff Dobkin is the author of
How To Market a Product for Under
$500 and
Uncommon Marketing Techniques. He is also
a speaker, writes response-driven sales letters, engaging web content,
persuasive catalog copy; and exceptional direct mail packages. He
also is a marketing analyst for direct marketing packages, ads,
catalogs, and campaigns. To place an order, or to speak with Mr.
Dobkin call 610/642-1000. Visit him online at
www.dobkin.com.
Advertising is knowing what to say; marketing
is knowing where to say it. Here’s where to learn where
to say it. A brief look at three directories—and how to
find and reach your markets in each.
Burrelle’s
Media Directory/Magazines and Newsletters
Burrelle’s Media Directory/Magazines and
Newsletters is an excellent reference tool for researching markets—and
figuring out where to place your hard-earned advertising and PR
dollars. It’s designed to be an easy-to-use reference tool
from the get-go, with information presented clearly, concisely,
and in a logical format. It’s in-depth coverage at its best.
Even though the book is big, over 1,400 81/2"
x 11" pages containing over 12,000 magazines and newsletters,
you can find a particular market you are searching for in about
a minute, faster if you have a little experience. Subjects or
markets are arranged alphabetically. Looking for ‘B’ankers?
Well…that was easy. All the magazines going to the banking
industry are found in the market index under B.
The listing for each magazine contains the following
data: publisher, address, phone, fax, e-mail, editors’ names,
circulation, cost of ads, frequency of publication, and my personal
favorite—whether or not they accept publicity material.
Burrelle’s also gives a short description of the market
the magazine serves and its editorial slant. This tells you if
you’re barking up the right tree when searching through
the ground pulpwood for the correct magazine.
In addition to the subject index—where
markets appear alphabetically by market name—there is an
index of magazines listed alphabetically by magazine name. In
this index, you would find a magazine under its proper name. American
Banker—check under A. Hey, that was easy, too. All in all,
if you can remember the alphabet, you can find your markets pretty
darn fast in Burrelle’s Media Directory/Magazines and Newsletters.
Burrelle’s actually publishes a five-book
set of in-depth media directories: Magazines and Newsletters,
Newspapers and Related Media (2 volumes), and Broadcast and Related
Media (2 volumes). Once you spend ten minutes or so figuring out
how to use each, an incredible amount of information is at your
fingertips and accessible in seconds. The staff at Burrelle’s
is approachable for questions (yes, even tough marketing questions)
and is exceptionally friendly and helpful—a big, big plus
that sets the value of the product (and the firm) at the very
peak of the information industry. Five stars for directories and
customer service. Magazine and newsletter directory, $225 and
worth it. Burrelle’s Media Directory/Magazines and Newsletters,
telephone 800/USMEDIA for a free descriptive brochure. We use
this directory in our own office.
The All-In-One
Directory
Gebbie Press publishes the All-In-One Directory,
which includes sections on magazines, newspapers, and electronic
media, all in one book.
Magazines and journals are shown in a tight 25-to-a-page
format. But the folks at Gebbie Press cram enough information
into their list of 3,000 business, consumer, and farm publications
for you to be able to send a press release campaign to the proper
magazines.
Each listing contains the publisher, the main
editor, address, phone and fax numbers, circulation, and a short
description of the magazine’s audience. This is bare-bones
information, but enough to find the correct market, locate the
magazines that serve it, and direct a press release to the editor
by name. It is also enough information to call the editor and
inquire if your product will fit well in their particular market.
The newspaper section is contained in the center
third of the 6" x 9" spiral-bound directory and includes
over 7,500 entries of news syndicates and daily and weekly newspapers.
Newspapers are arranged by state, and listings show name, address,
and phone and fax numbers, along with circulation figures.
The final third of the 500-page All-In-One Directory
is all electronic media and includes listings of TV network headquarters,
news services, and over 1,200 television stations. The bulk of
this section follows with the data for over 7,000 radio stations.
As you would suspect, all the necessary data is shown so you are
able to find a station, then send them a press release or inquire
about placing an ad. A good value at $85. Gebbie Press, 914/255-7560.
Bradley’s
Guide to the Top National TV Talk Shows
What if you’re not looking for depth, but
just need the names of, say, the top 100 national TV news, talk,
and magazine shows? Well, for $75 and a charge card you can get
just that from Bradley Communications in Lansdowne, PA.
No fancy anything—just a spiral binding
and a nicely laid-out book. If you are looking for just the top
100 shows, why buy anything else? The talk show market is hard
to break into, but with enough phone calls, an incredible amount
of persistence, and a good hook, perhaps someone, somewhere, will
bite. You never know what’s going to turn on a producer.
Bradley’s Guide to the Top National TV Talk Shows offers
listings of show name, address, phone and fax, contact person
for pitch, hosts, times the show runs, and subject interests.
Also included: pitch angles that the show’s producers like.
It shows some suggestions on how to get in, and where and how
to send your story.
While Bradley’s Guide to the Top National
TV Talk Shows does not contain the deepest of listings, and limits
its listings to the top shows in the country, if you think you’ve
got the right stuff, here’s how to get to the country’s
hottest top show producers. For $75, can you afford not to try?
Bradley Communications, telephone 610/259-1070, orders 800/989-1400.
Bradley also publishes a wealth of reference publications on public
relations, publishing, and selling books. Call for a free catalog.
This article is © PatentCafe.com
Jeff Dobkin is the author of
How To Market a Product for Under
$500 and
Uncommon Marketing Techniques. He is also
a speaker, writes response-driven sales letters, engaging web content,
persuasive catalog copy; and exceptional direct mail packages. He
also is a marketing analyst for direct marketing packages, ads,
catalogs, and campaigns. To place an order, or to speak with Mr.
Dobkin call 610/642-1000. Visit him online at
www.dobkin.com.
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