When to send deadlines, deadlines
The media marches to a drumbeat of deadlines and the success of your media releases depends on understanding the lead times of different media types.
Print magazines
WriteRelease is dedicated to specialist and trade media,
which have among the longest lead times of all media apart from annual
directories, of course! It is often eight weeks after the editorial deadline
that readers receive magazines in the mail. Then, because many are bi-monthly,
you may actually need to submit your editorial 12 weeks three months before
the publication date.
Even then, don't be disappointed if your story doesn't appear in the very next issue. Editors often hold onto interesting editorial submissions for features in later editions.
Business media
Business newspapers like the Australian Financial Review
need less lead time but do appreciate three to four weeks' notice because they
generally assign a writer to follow up your story rather than simply printing
your news release.
Online publications
Many specialist magazines that were once only available in
print are now online or have an online version. Be guided by their frequency.
If it's a weekly publication, allow a week. Daily newsletters are almost
instantaneous.
If it's important that your announcement is not publicised
before a certain date, use an embargo. Type "Embargoed until
" in
large bold letters at the top of your release. Although there's no legal
requirement for journalists to adhere to your embargo date, most do, because
they appreciate advance notice of important events.