Bruce appreciates a pitch that has "already thought through the story for Forbes. When the email comes it has character, challenge, obstacles overcome, the drama and the result." If you can add to that "disruption -- clear evidence of how this little company is changing the balance of power against a mighty Cisco or Microsoft or Exxon…our stock and trade is little guy picking on big guy."
"Not a 20-minute conversation with founders, but a commitment." Ideally, he "wanted to get them out of the office." What he got was two full days "just talking about Zillow and real estate entrepreneurs etc.," with a trip to a Seahawks game, family, dinner and drinks included. The corporate PR director "was great … accessible and bright … a sounding board…" and not just for Zillow, but for the real estate market in general.
Larry likes doing his own reporting and says he's pretty pitchable especially for bigger trends, i.e. virtualization, data center cooling, start-ups. Just remember, ZDNet is "an enterprise site."
Ashlee Vance - Editor, U.S. Edition, The Register
Based in UK, The Register enjoys 4.4 million uniques a month, with 1.4 million impressions daily - half of those are from U.S. It started out as a "newsletter for chip heads" with lots of microprocessor coverage that "catered to engineers," Ashlee says. From there it began to draw more industry watchers and CEOs. He says they also get "plenty of emails from execs," adding that recent studies have shown a healthy IT buyer crowd.
Where tech and media intersect…
...is "what I consider my sweet spot," she says. For years Stephanie has "written a lot about companies as corporate institutions" but now finds it "interesting how traditional telecommunications companies have become distribution platforms for media and content," previously the domain of cable and satellite operators, "and now cable and satellite are moving into where telecom used to dominate."
The Wall Street Journal--New York Times rivalry has spilled into the consumer tech blogosphere, but their real enemy is not one another. It's specialists such as Engadget and Gizmodo, who in covering CES and Macworld showed more imagination, posted more items and inspired more reader feedback than the hallowed New York dailies.
Welcome to my week
- "My office is wherever I am. I'm a one-man show. I'm my own tech support, admin, everything." (Add to that a dad and a teacher at Berkeley - so evenings and weekends are usually out for meetings.)
- The Economist is "officially a newspaper" so "I try to react to news."
- "My weekly rhythm is determined by the London time zone," which means he wakes up a day behind and his deadlines come a day sooner. It's "kind of a nightmare."
- Monday morning PST, the day in London is already over, edit decisions are already made, and he has until "literally Tuesday night" to file. This means he's often writing a week ahead.
- Tight deadlines mean anything he's shown in advance -- something to happen on Wednesday or Thursday -- is automatically put off until the following week. "If you wait till Wednesday or Thursday, I cannot really react."
- The average workday puts about "300 e-mails, not counting the Viagra spam," into his inbox. "Of those, there are probably ten unbelievably important ones." The others are PR e-mails.
Today’s CIOs are not only expected to execute on their regular duties, but also must contribute ideas and projects that drive revenue. As a result, Laurianne and company at CIO Magazine are focusing on innovation. “It’s a big theme we’re hearing from the audience this year, and we are working hard to produce stories around that issue.”
The priority for Jim is ensuring that the reviews approach brings a full enterprise focus to the product.
It's a monster: (web authoring and development tools, multimedia development, document and content management, portals and knowledge management, browsers, commerce and B2B applications, application servers, web servers, general labs questions) but Jim points out that most of the bullet items on the list aren't constantly being released. "It's part of the job. You have to get the product in and get it tested." He also adds that with such a senior team he relies on them to tell what what products are interesting and recommends PR pros go directly to them on products in their area of expertise.