The Publicity Club of New York held a panel luncheon, featuring some of the leading journalists who cover business.
A special thank you to Peter Himler, president of the Publicity Club of New York, who is the host of each event. Attendees are always provided with time to speak with the journalist panel after the discussion portion which makes PCNY luncheons one of the best networking events in the area.
The business media panel consisted of:
Here are a few highlights from the discussion:
Jonathan Clark, WCBS Newsradio 880
Always looking for content and always looking to put stories on air.
They tell stories and don’t paint a broad brush and say “That’s a business story, we’re not going to do this or that.”
They have a 9:30 a.m. block in morning drive called the Opening Bell Report, which is a half hour program. They include sports, but focus on the business of sports. The program also includes special business features.
What are the stories you’d tell in an elevator? That’s what they want.
At :25 and :55 they get updates from Bloomberg, but not to say they don’t have reporters covering different businesses.
They have a segment called “Stories From Main Street,” which focuses on community stories, whether in Westchester, New Jersey or in the city. It’s about unique stories, about business or people doing good in the community, perhaps businesses or people that need a spotlight who never get it.
For Bloomberg segment, pitch to Bloomberg directly.
With regards to experts, introduce expert in advance of when they might be needed. It’s during a breaking story when an expert is needed, but it’s also the worst time to get pitches because the staff is focused on the story.
They look for someone who knows what they’re talking about, sounds good and can speak in layman’s terms.
Follows journalist Jill Schlesinger of CBS on Twitter
Jonathan can be reached at email@example.com
Tara Lynn Wagner, NY 1
Tara is the Money Matters reporter.
Covers primary personal finance, credit card debt, student loans, taxes, and retirement savings.
At NY 1, they all consider themselves generalists but have a beat structure.
80% of what she covers is regarding pocketbook and household issues.
She focuses only on New York City but her pieces air nationally so subjects need to be in the NYC area. Pieces have to play to a wide audience across the country.
Tara is less inclined to do features on a book, but if it’s possible to peg something happening in the news, then may increase chances of using author. For example, if there’s an interest rate hike and you pitch an author who just wrote a book on the subject, it may work, but the piece would not likely be on the book.
Experts need to speak in user-friendly format to the lay person.
Pitched can go directly to Tara and she will discuss them with her producer.
To reach someone at NY 1, type their first name dot last name at ny1news dot com.
Aaron Task, Fortune
Aaron oversees the editorial strategy and operations.
Staffers from the digital team write for the magazine and vice versa.
Aaron is trying to bring some beat structure to organization.
Fortune has generalists with subspecialties.
They cover retail and now have healthcare and biotechnology, which is a new focus.
A digital health newsletter is set to launch.
Machine learning, artificial intelligence, how tech changes heavy industry also a focus.
They have a weekly show called “Fortune Live.”
Fortune does on-demand video segments and is launching a podcast called “Fortune Unfiltered” in July. The idea is to tell stories about a person’s personal journey who’ve had success in business but also have an interesting story, who’ve had obstacles and are willing to talk.
When pitching, pitch the idea because it’s the least amount of work from the publicist’s perspective.
Experts should be able to speak with authority.
Aaron likes to follow David Faber of CNBC on Twitter.
To reach staff, email first name dot last name at fortune dot com.
Adrienne Toscano, Bloomberg TV
Adrienne is head of global booking.
“Global” is the key word for them.
No “gotcha” journalism. You’ll get a smart conversation when you watch.
Bloomberg has 2, 400 journalists, 150 bureaus in 73 countries.
On the TV side they’re in 360 million homes worldwide.
Bloomberg TV has many shows which are co-anchored globally. “Surveillance” is co-anchored from 5 a.m. to 7 a.m. (ET) with someone in London. Another is co-anchored out of London and Berlin.
They have more of an institutional audience.
Bloomberg TV’s audience is the most affluent in cable television.
Their target audience is people who make the decisions about where to move money.
They’re the only business network that livestreams everything on their site and mobile apps.
Bloomberg has had huge digital growth – in April they had 218 million video streams which is a 150% year over year increase.
Adrienne’s staff books on behalf of the network but each show has their own bookers.
You can pitch to Adrienne’s team and they will pass along.
If she’s reading your email and if she’s already in the second paragraph and doesn’t know what the pitch is yet, she’s skipping. Give all the important details first.
James Ledbetter, Inc. Magazine
Inc. and Inc.com are two separate “beasts.”
The magazine comes out 10 times per year with each containing 40 to 45 articles.
Inc.com provides 80 pieces a day every weekday.
The magazine focuses on entrepreneurship so it’s aimed at those running a small business, those starting a business, selling or investing in a business.
Content is produced by staff or freelancers. They have a “tremendous” amount of outside contributors. Most pieces run are made by those who are not employees.
The website has a larger audience with 15 million unique visitors. The magazine has a circulation of 700,000.
What does well are personal productivity and self-help stories.
They look for experts on law, marketing, leadership.
It’s best to pitch an idea and he will respond if he likes it.
Staff can be reached at first initial last name at inc dot com.
Likes following journalist Joe Weisenthal of Bloomberg on Twitter.
James says a story not covered enough is “The fragility of the Chinese banking system.”
Julie Zeveloff, Business Insider
Business Insider digital business publication target audience is the next generation of business leaders.
They launched Tech Insider a year ago which is more commercial and targeted at a younger, gadget-loving audience. It focuses more on entertainment, science, innovation and design.
Insider is focused on “Life is an adventure.” They cover lifestyle, travel, food, health, design, and human interest. Video on Facebook is big.
They do 15 to 20 short social videos a day and just launched their website.
Business Insider is refocusing in business coverage – markets, Wall Street, finance, retail, transportation, careers, and business strategy.
Check the mastheads on each site for editorial staff contact information.
Likes to follow Joe Weisenthal of Bloomberg on Twitter.
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