Marketing In A Tough Economy Through Journalism
July 31st, 2011
Businesses must employ all types of resources in good and bad economies. Marketing and advertising does not have to suffer in times that the economy seems to slowly drag along the bottom. There are many ways to advertise a company’s products and services without breaking the company’s budget. Using various journalistic media is a good tactic to use when advertising budgets run short.
The journalistic integrity of an organization lends validity to the organization being interviewed. Companies can either call up the channel to which they prefer to be featured. Usually it will be a trade magazine or a local paper that specifically targets their audience. A business can also hire an in-house person to write articles to be solicited to various journalistic outlets.
There will be mutual benefits to both parties in various forms. The news outlet gets to fill their pages with information that their readers may find to be valuable, thereby increasing readership and the resulting advertising reach. The benefit to the organization is the ability to be featured as a company, reducing the need to over advertise among competitors.
The key to using this channel properly is that the material has to add value to the reader and it must be something that plays well within the journals submission guidelines. This kind of advertising is not to be a direct advertisement, but an implied advertisement for the expertise of a particular organization or employee of an organization. There can never be direct advertising or expressed advertising in an article written.
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