A monthly feature, providing potent newsletter marketing tips and story ideas for editors and self-publishers.. Brought to you courtesy of Lynn Kerrigan, Editor/Publisher ofSubscribe.

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10 Tips For Snagging Free Publicity
Lynn Kerrigan

We all know that publicity generates interest that, in turn generates subscriptions. But getting publicity mystifies some and is approached haphazardly by others. Snagging publicity isn't difficult, but to be effective it must be a year round pursuit. You can't send just one press release to media outlets and expect an avalanche of response. Rick Doble, (Savvy Discounts News-letter) and Debra Wasserman (Vegetarian Journal) mail press releases periodically -- at least every two months. It's this persistence that keeps their publication's name visible. I'll cover effective press releases in a future article. Here are a few of my favorite free publicity tactics.

1. Think like an editor. As an editor or publisher you probably receive many news releases for products and resources related to your newsletter's subject. I save most press releases I receive. Those I use are ones I consider newsworthy. Releases I don't use are an education in what not to say. Study the releases you get to learn which are effective versus those that end up as waste basket fodder. When you create a press release, think how the editor may be able to use the material. If the release is a straightforward sales pitch for your publication - chances are good it won't see the light of day. If the release offers solid information that the editor's readers will find interesting or useful, chances of nabbing publicity are greater.

2. Don't be without a Library of Congress ISSN number. The number of newsletters I come across that fail to get this number amazes me. It's free. It gets your publication listed in national directories and it's a simple process. Get an application by calling (202) 707-6452 or visit the web site at http://cweb.loc.gov/issn/

3. Be generous with media samples. For two years I've been sending one of my publications to Georgia Orcutt, editor of Cook's Almanac, a biennial magazine with a shelf life of several months. This year my persistence paid off. She called me and said she was mentioning it to her 3,000,000 plus readers in the next issue. Select as many publication whose subject relates to your publication and add the editor to your "comp" list.

4. Write an article and give it away. Even though this tip is "old news" its power makes it worth repeating. I've been reworking the same article for years, getting it published and providing free publicity for my newsletter. You may want to write an article about your specialty that includes an informational blurb or "tag line" at the end. Or, you may want to create an article that lists your publication (along with others) as a resource for further information. I find both types equally effective in getting noticed. I've even been paid for pieces I've written making the publicity doubly "sweet."

5. Many newsletter publishers overlook industry and trade publications as publicity outlets because they don't know they exist. For instance Small Publisher, Book Marketing Update, Publishing Entrepreneur, Small Press Review, Fact Sheet Five and other publishing related magazines periodically review small press titles (including newsletters) in their pages.

6. If appropriate you may want a listing in freebie type publications to generate interest and keep your name out there. Write for a product information form from Freebies magazine and submit a copy of your newsletter for review and possible free exposure. Address: Freebies, 1135 Eugenia Pl., PO Box 5025, Carpinteria, CA 93014-5025. Send a copy of your newsletter to Free Stuff Newsletter with a press release. Prime Publishing, publisher of Free Stuff also publishes a yearly guide to Free Stuff. Contact them at 1954 First St., PO Box 663, Highland Park, IL 60035. In either you may offer a sample for a small fee, SASE or free. It's best to request a fee that covers your cost as you'll likely be deluged with requests.

7. Trade publicity with similar businesses. For example a mail order culinary catalog owner told her customers about my publication, The Culinary Sleuth. In exchange, I mentioned her business as a resource to my readers. Not only did we provide each other with free publicity to a similar audience, we provided our customers with valuable resource information as well. A triple win deal.

8. Many editor's fail to realize that they too are media outlets. Get your newsletter listed in all media directories and editor's mailing lists. Bacon's Media Services is a good place to start. They publish several media directories listing publication name, address and other pertinent information. Send copies of your newsletter media kit to Bacon's at 332 S. Michigan, Chicago, IL 60604.

9. Another unusual source of free publicity is a listing with Ebsco, a subscription service for (mainly) libraries. Each year they publish enormous category catalogues listing publication names and subscription price. Though they don't charge a fee, they do request a 15% commission on all subscriptions gained from their service. Call (205) 991-1280 for further information.

10. Finally, if you regularly solicit freelance articles, listings in the numerous writer's market magazines are a must not only to get good material but as subtle publicity as well. Most writers are avid readers. Even if they don't want to write for your newsletter, they may be want to subscribe.

Copyright 1997 Page One. Lynn Kerrigan, editor/publisher of Subscribe, Tips and Marketing Ideas for Newsletter Publishers can be reached by e-mail at Pageone1@aol.com or write: PO Box 156, Spring City, PA 19475.