Location, location, location

On Tuesday, I got our client Landmark Education mentioned in the Wall Street Journal. Okay, but back up. That’s not a first for my company Wasabi Publicity. Years ago we had Grameen Foundation mentioned in the Wall Street Journal. What is a first, is the article was teased on the front page of the paper above the masthead. You’ve seen those teasers while walking by a daily newspaper kiosk. It’s the article that screams, “You have to buy me. I’m the article that will change your life!” Tuesday’s paper not only screamed, “How to Fight and Stay Friends” but it also had two color photos to boot. See, what you have to understand about newspapers is this … ink is expensive. Ink real estate is everything. Especially in today’s digital, on-demand media world. The editors carefully plan out editorial, advertising, photos and headlines to best attract you, the reader. So the front page above the masthead (ie: the one everyone reads while walking by the kiosks) can arguably be the most valuable “piece of real estate” in a daily newspaper. Additionally, the Wall Street Journal is a significant global paper, not just an American daily. So, for me this is for sure a career-high. I’m so excited for my client and I’m really excited for the columnist. It’s not every day a column or article is teased on the front page like that so it’s just a great placement all the way around. I also loved how the column had interactive videos and illustrations to demonstrate the content and steps. You could have been interviewed for the article too. The request for couple interviews was at our free media lead service PitchRate. Get in relationship with journalists and help them out! They are just looking for that one good story to make their jobs easier. Your story could be the one for them. There are many arguments in the world of PR about how valuable an editorial placement is compared to advertising, but let’s face it. Just like in real estate, location is everything. Whether it’s an ad or an ’earned media placement’ (ie: editorial coverage), the front page teaser is prime. Color photos, interactive videos and the global reach … well, that just makes the article a ‘must-see.’