Now that we’re at the end of the year, it’s a great time to plan your publicity for 2008.
With all the talk about the immediacy of a story, and the unbelievable speed that news pieces make it onto TV and radio, we often forget that for most media, lead times are crucial. Lead times can vary from a day to six months depending on the media you’re pitching. Generally women’s magazines have the longest lead times, sometimes as much as four to six months.
If you want to find out what magazine lead times are, call their advertising department and get a copy of their media kit. This will not only tell you when advertising deadlines are (signaling your submission cut-off) but it will also show you what stories to pitch when. Generally magazines will try and coordinate advertising to coincide with their themes, so if you have a story about the benefits of yoga, you might want to dig through the advertising calendar and see if they’re planning to address it in a future issue.
Once you define your publicity targets and get an idea of what to pitch when, you’ll want to open up a calendar and start circling dates […]

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